Spotify, this week announced the launch of Khuphuka nathi kuSpotify – an initiative designed to celebrate the true essence of Zulu pride. At the heart of this body of work lies the isiZulu phrase “Kube ngangemzulu ngayini,” a powerful expression of pride, identity and belonging that translates to ‘Who would I be if not Zulu’ in English.

The Zulu kingdom is known for its deep cultural pride, rhythmic storytelling, rich history and bold expression: traits that echo through generations in music, fashion, language, and community spirit. KZN isn’t just a province; it’s a lifestyle.

Spotify believes in the power of music to connect us all, while Khuphuka nathi kuSpotify specifically celebrates Zulu pride, the platform offers a diverse catalogue that caters to every listener. From music that deeply explores cultural roots and traditions to sounds that honour global heritage, there’s something for everyone on Spotify. 

To support this initiative, Spotify is launching a hero film that will take viewers on a musical journey of self-discovery, community and belonging. Alongside the film, the platform is showcasing a curated selection of genre-specific music that highlights a rich tapestry of sounds from traditional beats, to contemporary rhythms to ensure listeners explore diverse sonic experiences that celebrate African music culture. 

“Khuphuka nathi kuSpotify is a love letter to our Zulu-speaking users,” says Sithabile Kachisa, Head of Marketing Spotify Sub-Saharan Africa. “This initiative is about celebrating what it means to be Zulu: the pride, identity, and sense of belonging. We believe music is a powerful way to express this, and we are excited to share this journey.”