Music is the emotional language of the youth, and brands are becoming more and more aware of its importance as they reach out to a millennial market. Vodacom continues to be on the cutting-edge of youth marketing and wanted to include a music marketing strategy in their NXT LVL communications to reach out and grab their market.
Vodacom selected Boom.Studio, a new style of record label, to tap into today’s urban youth zeitgeist, source music from local, up and coming young artists and create a sustainable and ongoing soundtrack for Vodacom NXT LVL, so that the campaign would reach out and touch the hearts and minds of the urban youth in South Africa.
Both Vodacom and Boom.Studio share the vision of using technology as an enabler to reach and empower South African youth. While Vodacom focuses on finding the next generation of soccer talent, Boom.Studio is doing the same with young, up-and-coming, local music talent.
Both brands are actively committed to growing the confidence of our youth and giving them the support they need to succeed in reaching their dreams.
Behind the scenes at Boom.Studio, South African music industry stalwarts, Dave Thompson and Keith Lister, are hard at work discovering, mentoring and nurturing the next level of music talent. “I’m delighted to be given the opportunity to discover, develop and deliver tomorrow’s superstars,” says Dave.
Boom.Studio was created to break the mould of traditional, old-school music labels and empower and reward artists, fans and brands. Currently, the Boom.Studio artist stable includes RO, Coopay, Lucille Slade, hip-hop collective Bring it 2 the Cypher (BI2TC) and Nopi Mubaiwa, with Lethu (Stix) Simelane contributing to the production side of the business.
Find out more on www.boom.studioReferences
6 Top Music Marketing Trends For 2016, Jesse Kirshbaum, Nue AgencyAbout Mortimer Harvey
Mortimer Harvey is an independent, OmniChannel, results-driven consulting, marketing and integrated communications company that delivers hard-working strategy, business, advertising and marketing solutions. Their regional offices in Johannesburg, South Africa and Cairo, Egypt are well placed to help their clients achieve the widest possible reach.
The company delivers true OmniChannel solutions and a full go-to-market service to clients through their team of in-house industry specialists in all fields.
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|Boom.Studio||A new record label that challenges traditional music marketing. |
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Jacques Verster at Mortimer Harvey
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