The diverse and vibrant continent of Africa has been the birthplace of countless musical genres and styles that have captivated audiences around the world…

Music is a universal language that has the power to evoke emotions, tell stories, and elevate visual experiences, and when it comes to creating impactful videos, incorporating the right music is essential.

In recent years, there has been a growing appreciation for the richness and diversity of African music, and its inclusion in videos has become a powerful tool for capturing attention and immersing audiences in the spirit of Africa.

This article explores the enchanting world of African music for videos particularly Gqom and Amapiano, highlighting its unique qualities, cultural significance, and the impact it can have on visual storytelling.

Music in videos enhances the storytelling experience, elevating the emotional impact and reinforcing the intended message.

Storytelling In Marketing: Impact of Music On Videos

In marketing, storytelling plays a pivotal role in capturing the attention and engaging the emotions of viewers. It goes beyond the promotion of products or services; it weaves a narrative that resonates with the audience on a deeper level, and when it comes to crafting compelling narratives, the choice of music is crucial. It is crucial when telling Africa’s stories, to tell them with African ideas, voices, and sounds.

Evoking Emotions

Effective storytelling in marketing videos relies on evoking specific emotions within the viewers. Whether it’s excitement, inspiration, nostalgia, or even empathy, music has the power to intensify these emotions.

The right music choice can create a powerful connection with the audience, allowing them to feel a genuine resonance with the story being told. It sets the mood, establishes the tone, and enhances the overall emotional journey of the video.

Creating Memorable Experiences

Storytelling with the aid of music leaves a lasting impression on viewers. By carefully selecting music that complements the narrative, marketers can create a distinctive and memorable experience. The music becomes a part of the storytelling fabric, becoming intertwined with the visuals and dialogue to create a cohesive and impactful whole.

The right musical accompaniment can turn an ordinary video into an extraordinary one, leaving a lasting imprint in the minds of the audience. For example, Amapiano music often sets an upbeat, celebratory, and more joyful mood than Gqom.

Brand Identity

A well-crafted marketing video not only tells a story but also conveys the essence of a brand. Music plays a significant role in shaping and reinforcing brand identity. By carefully selecting music that aligns with the brand’s personality and values, marketers can create a cohesive audiovisual representation that strengthens brand recognition and fosters brand loyalty.

Capturing and Retaining the Attention of Viewers

Storytelling through videos provides a compelling narrative arc that keeps viewers engaged. Music acts as a powerful tool in this process, drawing viewers in from the very beginning and maintaining their interest throughout the video. The right music can enhance pacing, build suspense, or provide moments of reflection, ensuring that viewers remain captivated from start to finish.

Connecting with the Target Audience

Effective marketing videos are tailored to resonate with the target audience. Through storytelling, brands can create narratives that connect with the desires, aspirations, and values of their target demographic.

Music enhances this connection by evoking cultural references, utilizing familiar genres, or incorporating trending styles. By aligning the music with the preferences and tastes of the target audience, marketers can establish a deeper connection and build stronger brand affinity.

Production Music With Gqom & Amapiano

In the past few years, two genres have emerged as a powerful force in the realm of production music: Gqom & Amapiano.
Gqom and Amapiano have become a driving force in South African music, captivating audiences with their infectious beats, unique soundscapes, and undeniable energy.

Originating from South Africa, it has taken the music scene by storm in recent years. Known for its infectious beats, melodic elements, and soulful vocals, it has become a prominent genre within the country’s music industry.

As its popularity grows, questions arise about the potential in the realm of production music. Can these vibrant genres be effectively used for production music purposes?

Let’s Take A Look At The Overview Of Their Origins:

Amapiano, a genre originating in the townships of South Africa, particularly in Pretoria, and Gqom, a fusion of house music, kwaito, and traditional South African music, emerged in the early 2010s, showcasing the versatile and dynamic nature of the South African music landscape.

Amapiano is characterized by its catchy piano melodies, thumping log drum basslines, syncopated percussion, and soulful vocal performances, whereas Gqom is characterized by its heavy basslines, distinctive percussion, and repetitive vocal samples, creating a hypnotic and infectious groove.

The genres basically gained popularity through underground parties and social media, eventually becoming a mainstream sensation within South Africa and gaining recognition globally.

Can These Vibrant Genres Be Used For Production Music Purposes?

Both Gqom and Amapiano music can be effectively used in production music. These genres offer unique and diverse sonic elements that can enhance visual storytelling and create engaging atmospheres.

Gqom’s driving beats, syncopated rhythms, and raw energy can add intensity and excitement to production and is great for youth programming and advertising. Amapiano’s infectious melodies, soulful vocals, and melodic piano progressions can set the mood for fashion or cooking shows and elegant commercials.

Mama Dance gives creators access to these genres as production music which gives them an opportunity to infuse their visuals with the vibrant and captivating sounds of South African music. Creating a memorable, immersive, and relevant experience for African audiences.

Enhancing Emotional Impact

The beauty of African production music lies in its ability to adapt to different moods, themes, and contexts. It can evoke the heart-pounding rhythms of a bustling market, the serene sounds of nature, or the jubilant celebrations of a community.

From the soothing melodies of the piano in Amapiano to the energetic beats of the drums in Gqom, African production music offers a vast range of possibilities to create authentic and engaging content.

By incorporating Amapiano & Gqom music in videos, creators have an opportunity to honor and showcase the diverse cultural heritage of the continent. African music not only adds an authentic and genuine touch but also provides a platform for African artists and musicians to gain recognition on a global scale.

Elevating Visual Storytelling With Production Music in Videos

The inclusion of Gqom and Amapiano music in videos offers a wealth of creative possibilities. It encourages filmmakers and content creators to explore new storytelling techniques, experiment with different visual styles, and push boundaries.
The versatility of the genres allows for a seamless blend with various video genres, including documentaries, travel videos, advertisements, short films, and even animation.

By embracing it, creators can infuse their videos with fresh and captivating energy, attracting and retaining the attention of audiences.

South African production music has the power to elevate videos, adding depth, emotion, and cultural authenticity to visual storytelling, and by incorporating the rhythms, melodies, and voices of Africa, creators can captivate audiences, transport them to new worlds, and foster a greater appreciation for the continent’s rich musical heritage.


The presence of Amapiano and Gqom music in videos goes beyond mere background sounds. It serves as a gateway to a vibrant and diverse cultural tapestry, enhancing the visual experience and leaving a lasting impression on viewers worldwide.

These genres bring an enriching element to videos, providing a glimpse into the rich musical heritage and cultural expressions that captivate audiences and create a memorable audiovisual experience.