Eswatini-born Amapiano star Zee Nxumalo made a big appearance when she was featured at the Spotify EQUAL Africa digital billboard in New York Times Square.
The South African artist shared a picture of herself appearing on the billboard on platform X, drawing both praise and accusations that she paid to appear on it or that it might be false.
“It’s not AI!! We are on a billboard in New York,” she posted, amassing a troll of comments. 
The artist kept the conversation going briefly as both comments either celebrated her or kept poking scorn before burying the matter, dismissing claims that it was a paid-for ad.
“How much does an artist get when he appears at Times Square?” uNtobeko commented, causing a mini debate. Others said Times Square is saturated with artificial intelligence (AI) and that it could have been easily created.
She got lots of admiration, with most fans not only celebrating much love with her but also being supportive of this achievement.
Zee took a swipe at X’s user, VeZzy’s supposedly insistent bluster, “Lol, yes, it’s paid for… it might be yours or your label’s or distributor’s, but it’s paid for.”
She responded, “1. Fix your grammar! 2 This is a Spotify billboard; they picked me to cover their billboard… 3. You can’t pay for accolades; you earn them.”
She’d been heralded by Spotify Africa, posting, “This is what impact looks like. @zeenxumalo_ shows us why authenticity matters in your craft and everywhere else.”
The Ngisakuthanda hitmaker earns her accolades. Her excitement was showing in her post on her Instagram account; “Dreams that feel impossible today might end up lighting up Times Square tomorrow; I urgently need to fly to New York.”
Spotify’s EQUAL Africa programme’s pick of Zee Nxumalo is of global significance in her career. She fills the shoes of previous ‘big name’ African women who continue to showcase African music to international audiences.
She had been named the programme’s May 2026 ambassador.
Earlier in the year, recognition put her in both South Africa and abroad music scenes after being named the Upcoming African Music Sensation at the African Golden Awards. She’s also recognised as the Thobela FM’s Song of the Year recipient as well as the 2026 Metro FM Music Award’ award winner and the most nominated artist who carries seven nominations across different genres.
