Top stories
Marketing & MediaBizTrends2027 | Theme launches | Steer year-defining business conversations
Bizcommunity.com 8 Oct 2026
VML Birdwatching at the Loeries | Marketing is so boring... the future of music media
Think of the engagement an advertisement gets because the music in the ad strikes a chord with the audience. In this episode of VML Birdwatching at the Loeries, Siya Metane, founder of SlikourOnLife, explains why music is so important in media and how music can define a creative piece of work's success.
12 Oct 2026
Metane explains how music artists are actually CMOs, as they understand the channels more than brands and marketers do. This is why they have the reach that they have.
"Music roots us and opens us up, it reminds us of environments, spaces, and places." He says you need to consider music strategy because the wrong music for the best piece of content can be its downfall. You need the music to connect.
For him, the future of media is music. He uses the example of the brand gap in the United States that is promoted by a young boy band. They understand that you don't need a big-name band, but building with someone has longevity, and then these artists are going to promote in the malls.
Music drives traffic in the store.
Locally, he talks about their client, Jack Daniel's, and a song they are working with. "This taps into relevance."
"Marketing is so boring today," he says. "Marketing today is templates and people don't want to look at the whole ecosystem." He says we need to look at the behaviour around the music.
Intrigued... listen to Metane expand on music media.
(Production: Lesley Svenson and Ruth Cooper @ Bizcommunity; The Gawd Squad)
About Danette Breitenbach
Danette Breitenbach is a marketing & media editor at Bizcommunity.com. Previously she freelanced in the marketing and media sector, including for Bizcommunity. She was editor and publisher of AdVantage, the publication that served the marketing, media and advertising industry in southern Africa. She has worked extensively in print media, mainly B2B. She has a Masters in Financial Journalism from Wits.