Rhythm, Roots And Resonance How The #KhuphukaNathi Campaign Is Redefining Cultural Connection On Spotify
Written by: BizCommunity Editor Save to Instapaper
At its core is the isiZulu phrase “Kube ngangemzulu ngayini”, loosely translated as “Who would I be if not Zulu.” It’s a powerful reflection of pride, belonging, and cultural legacy.More than just a playlist, Khuphuka nathi kuSpotify brings together storytelling, sound, and self-expression. The campaign features a hero film that traces a journey through music, community, and heritage, paired with a curated mix of tracks spanning traditional Zulu beats to modern genre blends.
“Khuphuka nathi kuSpotify is a love letter to our Zulu-speaking listeners,” says Sithabile Kachisa, head of marketing, Spotify Sub-Saharan Africa. “It’s about celebrating the pride, identity, and spirit of being Zulu, and music is how we bring that story to life.”For Spotify, this is more than content. It’s culture, and it’s meant to be heard.
Credits for Spotify South Africa:
- Client: Spotify South Africa
- Sithabile Kachisa – Head of marketing Sub-Saharan Africa
- Kevin Seturumane – Consumer marketing manager Sub-Saharan Africa
Agency: Machine
- Executive creative director: Peter Little
- Group executive creative director: Jabulani Sigege
- Creative director: Nkululeko Vilakazi
- Group head: Mantwa Toka
- Copywriter: Audrey Nyamcherera
- Group account director: Sindy Mazibuko
- Senior TV producer: Wakhile Sihole
Production House: Patriot Films
- Director : Sam Coleman
- Executive producer: Zayd Halim
- Senior producer: Lauren Dugmore
- Production manager: Olivia Murdoch
- Production coordinator: Jodi Benzimra
Crew:
- 1st AD: Graham Hickson
- 2nd AD: Sphelele Ndlovu
- DOP: Pierre De Villiers
- Stills photographer : Mike Bell
- Art director: Candice Drury
- Wardrobe stylist: Amy Zama
Post Production (offline): Priest Post Productions
- Editor: Amelia Cohen
- Post producer: Michelle Duvenage
- VFX artist: Hilton Henstock
- Post production (Online): The Refinery
- Colourist: Kyle Stroebel
- Online: Eddie Addinall
- Post producer: Simone Fanti
- Audio: Aquanote Productions
- Engineer: Lovemore Nkuna
- Music: Ndabo Zulu
Latest from
- South Africa- Police Chairperson Welcomes Service Interventions, Especially Adoption OF Technology And Capacitation OF Detectives
- Rainmaker Marketing Partners With Hirsch's Homestores
- Effie Lions Foundation Launches TO Futureproof The Marketing Industry
- How TO Write Emails South Africans Want TO Read (and DON'T Mark As Spam)
- The Rise OF Shopping Malls As Experience-driven Marketplaces
- Startup Community Wolf Secures R8M TO Scale Public Safety Platform
- How Young South Africans Are Redefining The Hospitality Industry This Youth Month
- Johannesburg Builds ON Its Top Position As Africa's Premier Data Centre Market
- Dentsu Digital INC. Awarded New York Festivals 2025 Best OF Show Award
- Seacom Appoints Digital Infrastructure East Africa And Middle East Managing Director
- Advertising For Employment - How Youth Are Marketing Themselves Like Products
- Phefeni Secondary School TO Host Soweto Youth DAY Career Expo
- Lesedi Lehasa, A Trade Quality Specialist, Is Shaping SAB's Quality Standards
- Manors And Reebok Declare War On Golf Buggies With Bold 'No Thanks I’ll Walk' Campaign
- Vodacom TO Invest R100m In 106 New Rural Base Stations Across KZN
The Pulse Latest Articles
- This Father’s Day, Raise A Pura To The Dads Who Keep It Real (June 13, 2025)
- Winter Hydration Just Got A Glow Up (June 10, 2025)
- Work From Anywhere: Emails, Elephants & Espresso: The New Office Life (June 10, 2025)
- Xlink Crowned Technology Company Of The Year At The Africa Tech Week Awards 2025 (June 5, 2025)
- Celebrate International Day Of Play With The Weirdest (and Most Wonderful) Toys Of 2025 (June 4, 2025)