Universal Music Group and Blue Label Telecoms have partnered in a distribution deal that marks a first for the South African music industry.
The deal with Blue Label Telecoms, one of the country’s largest distributors of prepaid branded products and services for mobile, will include the delivery of excusive content, both physical and digital, to the South African market.
The content deal includes the distribution of 400 000 units of the new Justin Bieber album, Believe Acoustic – the largest once-off sale of physical CD’s ever done in South Africa – and which will form part of the official tour product for the South African leg of Justin Bieber’s BELIEVE World Tour.
“We are delighted to be working with Universal and Vodacom on the Justin Bieber project,” says Brett Levy, joint-CEO of Blue Label Telecoms. “This is our first collaboration with a celebrity and we look forward to welcoming Justin on his inaugural visit to South Africa in May.”
“Developing markets such as South Africa present many unique opportunities for the global music industry, which is undergoing significant transformation,” explains Wendy Verwey Bekker, marketing manager of Universal Music South Africa. “This deal is a classic example of how the music industry is evolving to meet the changing consumer landscape.”
The 400 000 branded packaged products will be distributed exclusively to the South African market in March and will consist of 75 000 premium products and 325 000 standard products. The products will each include the following:
* Justin Bieber Deluxe Fan Pack (75 000) – Justin Bieber official merchandise (lunchbox, armband), the Believe Acoustic album; access to an exclusive concert ticket and Meet and Greet competition, a prepaid top-up Vodacom contract with R49 airtime per month for 24 months, plus one month free access to the official Justin Bieber fan club (Bieber Fever) – Available for R799 from selected Vodacom retail outlets.
* Justin Bieber Standard Fan Pack (325 000) – the Believe Acoustic album, access to an exclusive concert ticket and Meet and Greet competition, Vodacom prepaid SIM card plus R29 worth of airtime – available for R129 from Shoprite, Checkers, Pick n Pay, CNA, Edgars and Musica stores countrywide.
The distribution deal, which is exclusive to both partners, will provide significant shelf visibility for the Universal Music Artist. Given the ubiquity of mobile phones throughout Africa, mobile products are set to be a key revenue stream for Universal Music Group in the exploding prepaid mobile market. It also represents the first deal between Universal Music Group and Blue Label, with similar offerings planned for the future.
Blue Label will have ongoing access to music brands in the growing mobile space, as well as the ability to use the licensed brands to differentiate its mobile product offerings.
“Once proved a success, a wider range of products such as niche items and local acts will be brought to market,” says Steve Harris, marketing director of Universal Music South Africa.
“This is a unique opportunity for the local music industry, and represents an exciting new way of distributing and promoting local content,” adds Randall Abrahams, MD of Universal Music South Africa and sub-Saharan Africa.
“It’s exciting for us to be involved in such a ground-breaking venture. Justin is a truly global artist and this level of fan interaction is unprecedented. I am sure his trip to South Africa will be all the more eventful because of this initiative,” says Matt Voss, executive VP of Universal Music Group.
The deal with Blue Label Telecoms, one of the country’s largest distributors of prepaid branded products and services for mobile, will include the delivery of excusive content, both physical and digital, to the South African market.
The content deal includes the distribution of 400 000 units of the new Justin Bieber album, Believe Acoustic – the largest once-off sale of physical CD’s ever done in South Africa – and which will form part of the official tour product for the South African leg of Justin Bieber’s BELIEVE World Tour.
“We are delighted to be working with Universal and Vodacom on the Justin Bieber project,” says Brett Levy, joint-CEO of Blue Label Telecoms. “This is our first collaboration with a celebrity and we look forward to welcoming Justin on his inaugural visit to South Africa in May.”
“Developing markets such as South Africa present many unique opportunities for the global music industry, which is undergoing significant transformation,” explains Wendy Verwey Bekker, marketing manager of Universal Music South Africa. “This deal is a classic example of how the music industry is evolving to meet the changing consumer landscape.”
The 400 000 branded packaged products will be distributed exclusively to the South African market in March and will consist of 75 000 premium products and 325 000 standard products. The products will each include the following:
* Justin Bieber Deluxe Fan Pack (75 000) – Justin Bieber official merchandise (lunchbox, armband), the Believe Acoustic album; access to an exclusive concert ticket and Meet and Greet competition, a prepaid top-up Vodacom contract with R49 airtime per month for 24 months, plus one month free access to the official Justin Bieber fan club (Bieber Fever) – Available for R799 from selected Vodacom retail outlets.
* Justin Bieber Standard Fan Pack (325 000) – the Believe Acoustic album, access to an exclusive concert ticket and Meet and Greet competition, Vodacom prepaid SIM card plus R29 worth of airtime – available for R129 from Shoprite, Checkers, Pick n Pay, CNA, Edgars and Musica stores countrywide.
The distribution deal, which is exclusive to both partners, will provide significant shelf visibility for the Universal Music Artist. Given the ubiquity of mobile phones throughout Africa, mobile products are set to be a key revenue stream for Universal Music Group in the exploding prepaid mobile market. It also represents the first deal between Universal Music Group and Blue Label, with similar offerings planned for the future.
Blue Label will have ongoing access to music brands in the growing mobile space, as well as the ability to use the licensed brands to differentiate its mobile product offerings.
“Once proved a success, a wider range of products such as niche items and local acts will be brought to market,” says Steve Harris, marketing director of Universal Music South Africa.
“This is a unique opportunity for the local music industry, and represents an exciting new way of distributing and promoting local content,” adds Randall Abrahams, MD of Universal Music South Africa and sub-Saharan Africa.
“It’s exciting for us to be involved in such a ground-breaking venture. Justin is a truly global artist and this level of fan interaction is unprecedented. I am sure his trip to South Africa will be all the more eventful because of this initiative,” says Matt Voss, executive VP of Universal Music Group.