Top local artists, from across the musical spectrum, have lent their support for the launch of Spotify in South Africa by appearing in its first above the line marketing campaign.
Popular talent including; AKA, Black Coffee, KO, Brenda Fassie, Distruction Boyz, Shekinah, Zahara, Nasty C, TKZEE, Tellaman, Ricky Rick, Ray Dylan, Mi Casa, Kwesta and Karen Zoid, all feature as part of the marketing campaign, appealing to a broad musical audience.
Driving the message, “Discover a new world of music. Free on Spotify”, the campaign creatively uses a tongue-in-cheek tone and a ‘play on words’ to announce the iconic streaming service’s arrival in South Africa. While the messaging highlights the key benefits on offer including the free service, the selection of artists featured showcases the diverse and comprehensive local catalogue available to all.
The creative will be introduced on out-of-home billboards, strategically positioned across the country, as well as digital advertising and on Spotify’s social channels, during the eight-week marketing drive.
The campaign was designed to introduce South Africans to a new way to discover and enjoy all the music they love, in the way they want to listen to it.
According to hip hop star, Nasty C, “I’m so glad Spotify is in South Africa. They played a big part in the 30 million+ streams on Particula. This helped my brand to go global and grow to over 300,000 followers of my music.”
Many of the featured artists, alongside a host of other well-known names, appeared in a ‘Welcome to South Africa, Spotify’ video clip last week, taking to their own social media platforms to officially welcome Spotify to the country on 13 March 2018.
“I didn’t know much about streaming before Spotify launched in South Africa but after being shown their amazing system I can’t stop discovering new music”, commented local singer-songwriter sensation, Zahara.