JOHANNESBURG — Zee Nxumalo’s face now towers over one of the world’s busiest intersections.
The South African artist has lit up a Spotify billboard in New York City’s Times Square, and she made sure nobody dismissed the achievement as fake.
“It’s not AI!! We on a billboard in Time Square, New York 🔥,” she posted on X alongside an image of the towering display.
Earlier this year we reported on Zee xumalo’s next chapter from viral star to live-band powerhouse, where we noted how the 23-year-old spent years building a catalogue that now commands international attention.
Her latest achievement – a Spotify billboard in Times Square and a GQ South Africa cover – stands as yet another testament to that foundation.
An ‘earned’ Spotify billboard, not a paid ad
When one X user responded “it’s paid for”, Zee did not let the remark slide. She fired back with three points:
- “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.”
The exchange passed quickly, but it highlighted a simple fact: Spotify selected Zee Nxumalo to appear on its Times Square billboard in one of the world’s most valuable advertising spaces.
The exchange passed quickly, but it highlighted a simple fact: Spotify did not pick Zee Nxumalo to simoly sell its brand. The ‘Ngisakuthanda‘ hit maker earned that Times Square billboard through hard work and a catalogue that commands global attention — much like the amapiano sound she represents, which overseas musicians now incorporate into their own productions.
GQ South Africa cover and new EP drive momentum
The Times Square billboard arrived alongside another major honour. Zee also graces the cover of GQ South Africa this month, a double milestone that her team describes as confirmation of a long-term vision.
The burst of recognition follows the release of her new EP, Izinja Zam Vol. I. The project has driven another surge in streaming numbers and earned praise for showing a more introspective and spiritually grounded side of the artist.
Coming off a year in which she became South Africa’s most-streamed female artist, Zee has carried that momentum into 2026. Despite a snub at the recent Metro FM Awards, Zee’s international profile continues to grow.
International tour and festival bookings
The Times Square billboard marks another milestone in a year of growing international opportunities for the artist.
In recent weeks, Zee announced her first-ever Australian tour, taking her music to audiences across the continent later this year. She will also perform at Afro Nation Portugal, sharing a lineup with some of the biggest names in global music.
Shingai Darangwa, founder of Punchline Projects and Zee’s co-manager, has watched her trajectory up close. He says the current milestones did not happen by chance.
“Artists don’t accidentally arrive at moments like this,” Darangwa said. “Zee has spent years building a catalogue, building a fanbase and building a movement. What we’re seeing now is the result of consistency, belief and an artist who refuses to put limits on how far she can go.”
The Times Square billboard, the GQ cover and the international touring opportunities, he added, “are not destination points. They’re confirmation that the vision is working.”
‘Dreams are valid no matter where you come from’
Zee herself struck a grounded but ambitious tone.
“I’ve always believed that dreams are valid no matter where you come from. Everything that’s happening right now is proof that South African artists can dream as big as anybody in the world. I’m grateful, I’m hungry and I feel like we’re only getting started.”
With a catalogue that includes hits such as Thula Mabota (2025), Nguwe (2023), Funk 55 (2024) and the 2025 collaboration Rato Laka with Shebeshxt, Zee has built a body of work that now reaches audiences far beyond South Africa’s borders.
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