HIVE COLLABORATION #01: Collaboration is the formula for success, but how much is too much? - An Amapiano Case Study

Collaboration through the Lens of Emerging Music Scenes part 1

By Srishti Das

Contributor: Michelle Yuen

Edited by Mayuyuka Kaunda

Collaborations have actively enhanced creativity, broadened sonic identities and ultimately resulted in more dynamic, enriched musical experiences for artists and their audiences alike. They’ve also been beneficial to labels and other stakeholders in the music industry. One of the most significant collaborations in recent times - between Skrillex, Fred Again and Four Tet - serves as a great example of how artists from similar backgrounds but with different sensibilities and levels of popularity can unite their fandoms at scale. Moreso, this collaboration has introduced the traditionally niche Four Tet to the mainstream, enabled Fred Again to strengthen his footing in the Dance Music arena and helped relaunch Skrillex to his pre-hiatus heights.

Through this initiative, these three artists have created authentic content and reaped success by bringing people together. By constantly collaborating in the studio, on social media or on stage, they’ve instantly removed the barriers between niche and mainstream fans. They have also closed out Coachella 2023 on the main stage, making history as the first electronic music trio to do so, in addition to selling out Madison Square Garden and other major venues worldwide. It’s clear that collaboration has played an essential role in this trio’s newfound success.

But now, let's look at a different case study heavily based on collaboration, where the genre's future could heavily depend on its future collaboration strategies - Amapiano.