The music streaming space is an incredibly competitive one. In it’s two years since inception, JOOX has made some big waves in the local music industry. From signing an exclusive streaming rights deal with Coleske Artists to a ground-breaking deal with DStv to give over 20 million South Africans free access to unlimited music, through their DStv Compact, Compact Plus and Premium subscriptions for the account holder and four family members.
“The last two years have been exceptional,” says Brett Loubser, Chief Executive Officer of Tencent Africa. “Locally, we have seen a surge in the adoption music streaming services as a medium of listening to music with many artists taking full advantage of the platforms available to reach their fans. This growth is in line with the explosion of music streaming globally, now contributing nearly 50% of the music industry’s overall revenue.”
In addition to the DStv deal, JOOX has grown music streaming numbers in South Africa through initiatives across multiple genres and sponsorships of national and regional events and TV-shows. The brand has been heavily involved in Afrikaans music with Klink Soos Naweek; Die Kontrak, which discovered Demi-Lee Moore, now one of the most streamed artists on the app.
They continue to support artists and new genres like gqom, working with Distruction Boyz, through headline sponsorship of Gqom in Concert and are looking at developing the Amapiano genre too. Touching on all local music genres from the ground up, JOOX has sponsored the Music Exchange programmes in the Western Cape along with the Cape Town Electronic Music Festival (CTEMF) and the CTEMF Connect Project.
The latter is a project established to assist with identifying talented individuals that don’t have the resources to fulfil their potential of making a career in the electronic music industry. With JOOX’s support, last year the project helped launch Pierre Johnson, Ubiza Wethu and Siphe Tebeka into the main market.
JOOX is passionate about supporting the local music industry which is why so many artists like Lady Zamar, Locnville, Nadia Nakai helped wish the brand a happy second birthday.
It’s undeniable that JOOX has had an incredibly positive effect on the South African music industry and we wish them the very best for the future. Happy birthday!
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