以斯凯·伊斯尤尔戈德为代表的高度本土化音乐正在全球走红，打破“去文化化才能出海”的旧假设。自2025年7月发布EP以来，他的月度Spotify播放量已超过周杰伦，并在11月和12月完成北美11城巡演，此前还在悉尼、雅加达和伦敦等地演出数十场。尽管听众对中文理解为“0%”，但“100%沉浸”的反馈显示，语言不再是国际传播的主要障碍，而节奏、音色与情绪成为核心变量。
这一趋势在数据上同样显著。2025年，Bad Bunny以198亿次播放第四次成为Spotify年度播放量最高艺人，全程使用西班牙语演唱，并选择在波多黎各圣胡安长期驻演而非全球巡演。他将于2026年2月8日登上超级碗中场秀，标志着非“标准口音”的全球接受度提升。研究指出，Z世代更重视文化真实性，盖尔语、意大利语和阿拉伯—西班牙混合语的成功案例表明，高度具体化反而提升算法时代的可识别度。
斯凯的音乐路径也体现了这一结构性变化。他来自广东惠州（约600万人口），将孟菲斯嘻哈与普通话、粤语、客家话混合，并融入道教与佛教意象。他的创作触达中国青年后疫情经济焦虑，也连接海外华人对方言的怀旧情绪。随着算法推动“新鲜度”，以及全球听众对语言边界的容忍度上升，本土市场规模大的国家反而更容易在无意中实现文化外溢。
Artists like Skai Isyourgod illustrate how hyperlocal music is gaining global reach by rejecting cultural dilution. Since releasing an EP in July 2025, his monthly Spotify streams have surpassed Jay Chou’s, and he completed an 11-city North American tour in November and December after dozens of shows in cities such as Sydney, Jakarta and London. Listener reactions like “0% understanding, 100% vibing” indicate that language comprehension is no longer the binding constraint; rhythm, texture and affect now dominate cross-border appeal.
The numbers reinforce this shift. In 2025, Bad Bunny logged 19.8 billion streams, topping Spotify globally for the fourth time while performing exclusively in Spanish. His decision to headline the Super Bowl halftime show on Feb. 8, 2026, and to prioritize a San Juan residency over international touring underscores rising tolerance for nonprestige accents. Research suggests Gen Z audiences value cultural authenticity, with successful acts in Gaelic, Italian and hybrid Arabic-Spanish supporting the idea that hyperspecificity improves visibility in algorithm-driven markets.
Skai’s trajectory reflects these structural dynamics. Hailing from Huizhou, a city of about 6 million people in Guangdong, he blends Memphis hip-hop with Mandarin, Cantonese and Hakka, infused with Taoist and Buddhist motifs. His work speaks to post-pandemic economic anxiety among Chinese youth while resonating with overseas Chinese nostalgia for dialects. As algorithms reward novelty and listeners grow indifferent to linguistic boundaries, artists rooted in large domestic markets can achieve global spillover precisely by staying local.