At the campaign's core is the isiZulu phrase "Kube ngangemzulu ngayini," which loosely translates as "Who would I be if not Zulu". It's a reflection of pride, belonging and cultural legacy, says Spotify.

Spotify says that the campaign is more than just a playlist, 'Khuphuka nathi kuSpotify' aims to bring 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, adds the brand.

"'Khuphuka nathi kuSpotify' is a love letter to our Zulu-speaking listeners," says Sithabile Kachisa, Head of Marketing at 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."

The campaign was created in partnership with agency partner Machine and production house Patriot Films, says the brand. 

Spotify concludes that the campaign is more than content. It's culture, and it's meant to be heard.

For more information, visit www.spotify.com. You can also follow Spotify on Facebook, X, or on Instagram. 

*Image courtesy of Facebook