As much as afro hip hop has grown in South Africa it is still in its infancy in terms of recognition and artists rarely sell well. Differences in styles and approaches to the art have led to the South African market being split into sectors. On the other hand, Kwaito has been seen as more devoted to "positive imagery", taking listeners away from the harsher realities of township life, where it originated. Currently, South African hip hop is beginning to diverge and acquire its own musical style, as individual provinces are developing their own styles of afro hip hop.