Comparing SA startups & Amapiano artists (for some reason)
What do some of SA's leading startups have in common with amapiano hitmakers?
Tech and music have some similarities, both requiring a significant amount of investment and hard work to achieve product-market fit, and both also looking to appeal to a broader audience.
So with that in mind, why not compare some of South Africa’s top startups with amapiano artists, just for the sake of it? This list is very unserious, and if I left out your favourite startup or artist, please forgive me.
Also, the only methodology employed was figuring out very minute similarities between the startup and the artist because, again, this is purely for fun.
Let’s jump, jump, jump into it!
Tyme Bank - Tyla
The international superstars!
In addition to the obvious name-rhyme, Tyme Bank and Tyla both started in South Africa and went on to appeal to global markets.
Tyme Bank’s entrance into the Southeast Asia market, via the Tyme Group, has culminated in over 17 million customers across South Africa, the Philippines, Indonesia and Vietnam.
Now commanding a valuation of over $1 billion, with a New York Stock Exchange listing on the horizon, and further global expansion, Tyme Bank’s tagline should be, “They never had a pretty digital bank from Joburg, see me now, and it is what they prefer!”
Whether you have reservations about Tyla being an amapiano artist or Tyme Bank being a “real bank”, the fact remains that these two have played a big role in their respective industries.
Major League DJs - YOCO
The OGs!
Played a vital part in establishing their respective markets and remain relevant to this day.
From Major League DJs’ “Balcony Mix Africa” sessions, which drove amapiano’s global popularity in 2019-2020, to YOCO’s popular sky-blue point-of-sale terminals, which provided an early touchpoint to the potential of payment solutions for South African SMEs, these two have stood the test of time.
Kelvin Momo - Naked Insurance
Controversial, but very good at what they do nonetheless.
If it's not Kelvin Momo missing gigs every weekend, it’s Naked Insurance with their “Your uncle got Naked at the braai!” billboards.
However, while Naked Insurance will cover that phone you lost at a Kelvin Momo gig he did not show up at, Kelvin Momo does not promise to reimburse you for the ticket.
Hate them or love them, you are bound to see and hear about them.
Uncle Waffles - Planet42
Pioneers in their own right!
While Uncle Waffles’ viral moment entrenched amapiano into the global psyche, Planet42’s $100 million round from February 2023 showed that SA startups can raise big.
Another similarity between the two is how they have adopted South Africa as their home. Uncle Waffles is originally from Eswatini, while Planet42 was founded in Estonia, but they both found their product market fit in Mzansi!
Tyler ICU - Stitch
You don’t really hear much about them unless they are dropping something big and exciting.
For Tyler ICU, it is the constant stream of hits, including Mnike and subsequent amapiano anthems, both as the main artist and a feature.
For Stitch, it is the product launches and acquisition news which always shake up South Africa’s fintech market. These two are the definition of “just lock in and do the work!”
Focalistic - Carry1st
Definitely the cool kids!
From his catchy adlibs, sense of style and dance moves, Focalistic’s appeal to a younger audience is unmatched.
Similarly, Carry1st’s digital game publishing business model appeals a lot to Gen Z, and has culminated in partnerships with rapper Nasty C and Call of Duty: Mobile.
These two are the playboys, both literally and figuratively.
Young Stunna - AirStudent
Another one on the list which appeals to the younger generation.
From hits such as Adiwele, Bopha and Imthandazo to SETE, Young Stunna’s versatility as an artist is quite impressive for the amapiano-obsessed millennials and Gen Zs.
AirStudent’s business model of providing affordable travel services for university students also appeals to that same demographic!
Scorpion Kings - Float
The experimenters.
Never afraid to go against the grain and try something new. For the Scorpion Kings (Kabza de Small & DJ Maphorisa), it is coming up with different sounds which somehow always resonate with their audience.
For Float, it is devising a completely new take on the Buy-Now-Pay-Later, focusing on using customers’ credit card limits to schedule interest-free instalments.
Like Scorpion Kings, this model has so far worked well for float, which recently raised R208 million from Standard Bank and has driven basket sizes multiples larger than the traditional BNPL model.
TitoM & Yupe - SweepSouth
That South Africa and Nigeria connect!
Although it has now exited the Nigerian market, Sweep South’s decision to seek growth in the country was a brave one and showed the startup’s willingness to bet on Africa.
Similarly, that Tshwala Bam Remix by TitoM & Yupe featuring Burna Boy was a bop and a half and showed what happened when two largely different artists from Mzansi and Naija connect.
However, despite several efforts, that shoulder shimmy dance from Tswala Bam still bewilders both South Africans and Nigerians.
JazziQ - Peach Payments
The collaborators!
These two are an example of the synergies that sprout when collaborations are efficiently cultivated.
For JazziQ, hits such as VSOP, Woza, JazziDisciples, and Halala stem from collaborations with fellow amapiano stars.
Meanwhile, Peach Payments has also not been one to shy away from a partnership or two. The fintech startup has collaborated with the likes of Float, Happy Pay and Kenya’s Sukhiba.