DJ Nastor uses a TikTok dance challenge to introduce a new Amapiano song called '40 percent' for the holiday season

Amapiano producer DJ Nastor is setting the festive season alight with a new track called '40 percent' that is already stirring excitement online. 

Instead of relying on traditional music rollouts, the song is making its debut through a high-energy TikTok launch, engineered to spark dance challenges and tap directly into the pulse of South Africa’s youth-driven digital culture.

The track, created through a creative partnership with Miway that allowed DJ Nastor full room to experiment, marks a bold new chapter in his evolution as a producer who understands the power of social influence.

Merging his signature sound with a hook designed for instant virality, he said the goal was to create music that lives beyond branding and speaks to the spontaneity, rhythm, and global rise of Amapiano.

The first rollout will play out entirely on social platforms, with a dynamic TikTok challenge crafted to ride the wave of dance-led trends that have turned Amapiano into one of South Africa’s most dominant cultural exports.

DJ Nastor said the collaboration opened the door to a fresh approach to music-led storytelling.

“This isn’t just a song; it’s the beginning of a new way for brands to speak through sound. We wanted something modern, simple, and memorable, a track that draws attention without sounding like an advert. It’s music that lifts the mood, sticks in your head, and gives the brand a recognisable audio identity.”

He added that the openness to creative experimentation set the tone for a long-term vision where music doesn’t just accompany campaigns but actively drives them.

“This track is part of a bigger shift, where sound becomes a brand asset that generates value instead of just supporting marketing.”

Speaking about the partnership, Brand and Marketing Executive at Miway Betty Dube emphasised that South African culture is lived through community, movement, and music, not in boardrooms.

Dube added that Amapiano has become a cultural connector across borders, and the project reflects a commitment to staying visible, culturally tuned-in, and engaged in ways that resonate with everyday South Africans.

The track has already dropped across social platforms, setting the stage for a lively, music-driven festive season.

The Star

masabata.mkwananzi@inl.co.za