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In 2022, Audiomack sought to expand its presence in South Africaa key music market in Africa. While the platform was gaining traction in countries like Nigeria and Ghana, South Africa presented a unique challenge due to its diverse music culture, high data costs, and the widespread use of piracy for music consumption.
Audiomack needed a comprehensive go-to-market strategy that would resonate with South African audiences, increase user engagement, and position the platform as a leading player in the country’s music streaming space.
Designed to build brand awareness, engage users, and elevate Audiomack’s profile within South Africa’s music and entertainment sectors. The strategy focused on:
PR and Media Buying: Amplifying Audiomack’s brand presence through targeted PR efforts and strategic media placements across radio, and billboards, focusing on high-density urban and township areas.
Event Activation: Organising an exclusive Audiomack launch event to introduce the platform to key stakeholders, media, and music influencers. This was complemented by monthly activations, live music sessions, and festival partnerships to keep the brand top-of-mind.
Content Creation: Producing high-quality videography and social media content to document and promote Audiomack’s involvement in the South African music scene,
positioning the platform as an essential tool for both artists and fans.
Public Relations : The PR tour covered both mainstream radio stations with national reach, as well as community stations with hyper-local reach in townships. Audiomack’s executives, including high-profilerepresentatives, participated in interviews, and music talk shows, where they discussed the platform’s vision, commitment to empowering African artists, and its value as a music streaming platform. These segments were broadcast during peak listening hours to maximise audience engagement. Part of the tour’s mission was to educate audiences on the benefits of using Audiomack as a free streaming platform and how it supports local artists in monetising their music. The community radio stations were particularly effective in reaching the lower-LSM areas, where Audiomack’s free, data-efficient model had the greatest appeal.
Content Creation : Impacta managed all aspects of content production, including videography and photography for both social media and traditional media platforms. Artist interviews, and behind-the-scenes footage were shared on Audiomack’s digital channels to engage users and showcase local talent further solidifying the platform’s credibility and cultural relevance.
Media Buying: Audiomack’s media buying strategy was designed to target South Africa’s most influential urban and township areas. This included static billboards; wall murals in locations such as Soweto, KwaMashu, and Khayelitsha, as well as partnerships
with major radio stations like, YFM. The radio campaigns featured countdowns, competitions, and artist partnerships to drive app downloads and user engagement ensuring Audiomack reached a wide audience through engaging content and strategic placements.
Event Management: The campaign kicked off with a high-profile Audiomack House at Drama, Braamfontein an event which had an all women led lineup as it occurred during global woman’s month featuring live performances by popular Amapiano Dj’s Uncle Waffles ; DBN Gogo. The event was designed to generate buzz, attract media attention, and create direct engagement between Audiomack and the South African
music community. Additionally, Audiomack sponsored ongoing tours and concerts, ensuring the brand remained visible in the live music scene.
Radio Audiomack partnered with major radio station YFM, to enhance visibility. This partnership included branded countdowns, giveaways, and promotional segments that encouraged listeners and viewers to use the Audiomack app.
Billboards and Out-of-Home Media: Impacta managed the placement of static billboards and wall murals across key urban and township areas, aligning with Audiomack’s demographic. Billboards featured prominent local artists and highlighted the app’s user-friendly experience.
Cultural Connection and Artist Empowerment: Audiomack’s campaign was not only about expanding its user base but also about creating opportunities for South African artists to gain exposure. The platform provided a space for artists to tell their stories and share their music with the world, aligning with the goal of making Audiomack the platform that breaks new talent in South Africa.
Increased Engagement and Downloads: Through media campaigns, event activations, and collaborations with key influencers, Audiomack saw significant growth in app downloads and user engagement.
ROI on Media Buying: The radio and billboard campaigns generated widespread awareness, with strategic placement ensuring high visibility in densely populated regions. This media exposure was complemented by collaborative social media posts with YFM, resulting in a measurable increase in app usage.
Long-Term Brand Presence: The combination of live events, media buying, and content creation established Audiomack as a key player in South Africa’s music streaming space. The continued involvement in concerts and university tours, ensured sustained visibility and user retention well beyond the initial launch phase.
This case study demonstrates how Impacta’s 360-degree marketing strategy effectively
positioned Audiomack for success in the competitive South African market, combining PR,
event management, media buying, and content creation to deliver tangible results.
tash@impactaagency.com
