The Afrikaans Sound is Fading: Reality Check

The stark reality is undeniable: Afrikaans music is on a downward spiral, with a nasty -23% year-on-year drop in search interest. We tracked this through Google Keyword Planner data from June 2022 to May 2026, and the numbers don’t lie. Our read on this chart shows a worrying trend—while the genre had its heyday, now it’s losing traction among South Africans.

What jumps out is that this decline isn’t isolated to one region; rather, it’s a widespread phenomenon that indicates a cultural shift. While the Western Cape may still hold a candle for artists like Kurt Darren and Karen Zoid, the overall landscape is chang. Despite the strong historical connection to Afrikaans culture, younger generations are turning to genres that resonate more with their diverse backgrounds, such as pop and hip-hop.

This change is particularly pronounced in urban areas, where the vibrancy of Durban's music scene and the eclectic mix of Johannesburg’s nightlife overshadow the once-dominant Afrikaans tunes. If the trend continues, we foresee a market landscape that no longer features Afrikaans music as a staple; instead, it will be relegated to niche events and certain demographics.

Yearly share
2022
17.1%
2023
26.6%
2024
23.4%
2025
23.7%
2026
9.1%

What This Means for the SA Market

The implications of the decline in Afrikaans music go beyond mere numbers; they ripple through the entire South African music market. Events like Afrikaans festivals and concerts have traditionally relied heavily on this genre, meaning that their attendance and revenue are likely to dwindle unless they diversify. The Western Cape, home to brands like Nando's and the famed Kirstenbosch Summer Concerts, may feel the pinch the hardest as their primary audiences shift.

In contrast, provinces like Gauteng, known for their vibrant pop and hip-hop scenes, are on a growth trajectory. Expect a rise in local artists like A-Reece and Sho Madjozi, who are paving the way for a more inclusive musical landscape. For retailers and promoters, this opens up a vital window of opportunity to tap into these emerg trends—those who adapt quickly stand to gain the most.

32,890
Oct 2022
peak month
20,890
May 2026
latest

What the SA Consumer is Doing

What does this decline tell us about South African consumers? The search behavior reveals a dramatic generational shift. Young fans are swiping left on Afrikaans music, opting instead for genres that represent their multicultural identities. This is particularly visible in urban centers such as Soweto and Durban, where the sound of the new generation leans heavily towards Afro-pop and alternative genres.

Services like Mr D and Uber Eats are pivotal in this change. In the past, Afrikaans music dominated playlists during braai events and beach days. Now, the soundtracks are infused with a global vibe that reflects the diverse tastes of contemporary South Africans. The mere act of searching for music is becoming a statement about identity, and what consumers are choosing to listen to is increasingly influenced by social media trends and peer recommendations.

What retailers should do

For retailers like Pick n Pay, Checkers, and Woolworths, the decline of Afrikaans music signals an urgent need to rethink inventory and marketing strategies. Instead of traditional Afrikaans CDs and memorabilia, focus on genres that resonate with younger consumers. Stock up on Afro-pop compilations that feature trending artists like Kabza De Small and DJ Maphorisa.

Additionally, consider collaborations with local events—instead of Afrikaans music festivals, engage with platforms that celebrate diversity, such as the Durban July or CTIJF (Cape Town International Jazz Festival). This not only broadens your customer base but also aligns with emerg cultural narratives. Woolworths has already started introducing more multicultural products into their offerings; now is the time for others to follow suit.

Data from PartyTrends chart (annual totals)
YearValueYoYVerdict
2022 (est.)360,223—Chasing
2023326,620-9%Chasing
2024286,710-12%Chasing
2025291,180+2%Chasing
2026 (est.)268,008-8%Chasing
Retail action — stock this
Pick n PayCheckersShopriteWoolworths
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