South Africa, Dec. 11 -- The winning campaign was a love letter to Zulu music and culture, and an open invitation for all listeners - regardless of cultural background - to celebrate the various music genres influenced by Zulu music. Zulu people form South Africa's largest demographic and language group, with a musical heritage that spans Maskandi, Gospel, Gqom, Hip Hop, and Afro-pop. Yet, despite Spotify's national growth, adoption in KwaZulu-Natal lagged behind. 'Khuphuka Nathi' bridged that gap by inviting Zulu listeners - and those who love Zulu genres everywhere - to discover themselves within Spotify's catalogue. The work stands as proof that locally rooted stories, when told with world-class craft, resonate universally.

The work t...