The business of music: How artists make money today

by Zintle Mdaka

The modern music industry is no longer built on album sales. In South Africa especially, artists survive by combining multiple income streams — from streaming to touring to brand deals.

Also see: Tyla drops new steamy single and music video with Zara Larsson 

1. Streaming royalties (Spotify, Apple Music, YouTube)

Streaming is still the entry point for most artists, but not the biggest money-maker.

Tyla is a good example of how streaming works globally:

  • Her hit Water exploded on Spotify and TikTok
  • Streams created global exposure first
  • That exposure then unlocked touring and brand deals

Other SA artists heavily dependent on streaming visibility:

  • Musa Keys
  • Uncle Waffles

Key reality: streaming pays slowly, but builds global reach.

 2. Live shows & touring (biggest income driver)

This is where most South African artists make real money.

Amapiano especially is built on performance culture:

Kabza De Small

  • Earns heavily from sold-out shows and festivals
  • International bookings (UK, US, Europe) pay significantly more than local gigs

DJ Maphorisa

  • Performs globally and co-headlines major festival stages
  • Often earns per-show fees plus booking advances

Black Coffee

  • One of SA’s top global touring artists
  • Residencies in Ibiza and Las Vegas make touring his main income stream

For most artists: live shows = survival money

3. Merchandise (merch culture is growing fast)

Merch is becoming more important in SA, especially for artists with strong fan communities.

Examples:

  • Uncle Waffles has leveraged her brand aesthetic into merch drops and lifestyle branding
  • Touring artists often sell caps, tees, and branded items at events

Merch works best when fans feel emotionally connected to the artist.

 4. Sync licensing (TV, ads, global placements)

South African music is increasingly used in:

  • Netflix series
  • International ads
  • Sports campaigns
  • Global playlists and games

Artists like:

  • Black Coffee
  • Kabza De Small

benefit when tracks are licensed internationally — often earning large one-time payouts plus ongoing royalties.

Also see: Black Coffee turns 50: celebrating the journey of South Africa’s global house music icon

 5. Direct fan income (superfans + digital economy)

More SA artists are monetising directly through fans via:

  • YouTube monetisation
  • Patreon-style content
  • TikTok Live gifts
  • Exclusive drops or early releases

Musa Keys and younger digital-first artists often use TikTok and YouTube to convert attention into income.

The goal: turn casual listeners into paying superfans.

6. Publishing royalties (songwriting money)

This is one of the most misunderstood income streams.

Artists like:
Tyla

  • Earn publishing royalties whenever songs are played globally
  • This includes radio, streaming, and sync usage

Amapiano producers also benefit heavily here because they often write and produce their own tracks.

7. Brand deals & endorsements

Once artists become popular, brand deals can exceed music income.

Examples:

  • Tyla — global fashion and beauty brand partnerships
  • Black Coffee — luxury lifestyle, fashion, and tech collaborations
  • Uncle Waffles — fashion-forward brand partnerships tied to her public image

In many cases, brand money is now the biggest paycheck.

8. Multiple side incomes (the “music entrepreneur” model)

Many SA artists diversify into:

  • DJ workshops and masterclasses
  • Music production for others
  • Owning labels and publishing rights
  • Event promotion and festival curation

DJ Maphorisa is a strong example of this:

  • Runs multiple business ventures
  • Produces for other artists
  • Shares in publishing and label revenue

 Bottom line (SA reality check)

In South Africa’s music industry today:

  • Streaming builds fame, not wealth
  • Live shows build wealth
  • Brand deals accelerate wealth
  • Ownership (publishing + masters) sustains wealth

Also see: Tyla reveals the surprising career she would have chosen if music failed

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