From the innovative, premium brand which has brought us
extraordinary music experiences, and the number one producer in the world,
comes a ground-breaking concept that is bound to redefine the way South
Africans experience music.
Renowned for bringing their fans the latest in Extra Cold
innovation, Castle Lite has partnered with multiple Grammy award winning
producer Timbaland to unleash its latest innovation – Extra Cold Music; a
world-first music portal bringing consumers the very latest in local and
international music directly to their mobile phones every week.
“This revolutionary concept is essentially an ‘always on’
music portal that will provide consumers with access to the latest in local and
international music across various genres including Pop, Hip Hop, House, Rock,
R&B, and Kwaito,” explained Andrea Quaye, General Manager of Castle Lite.
“Each week a total of 5 new tracks will be available for download, comprising
of 4 local tracks and 1 international; where all of the songs selected have
only very recently been added to radio playlists. But what truly makes this
innovation standout is the fact that the tracks are free to download and no
data charges apply, except for the USSD dialling costs.”
In order to access the latest music, consumers simply need
to purchase two promotional Castle Lite packs and enter the unique code on each
under-liner (or pull tab) via the USSD line provided. These two codes together
will unlock the latest tracks, and with only 100 000 of each track available
the brand anticipates a ‘battle for the latest beats’ to occur amongst its
consumers. In order to stay on top of the latest music available, downloads
will coincide with weekly media announcements, and one can also dial *120*3338#
or go the brand’s website to view the week’s song selection. “Although only 100
000 of each track is available, we have ensured that everyone has the
opportunity to download the latest music. If a song is sold out, you can visit www.castlelite.co.za,
where all the songs featured
on the platform will be made available for purchase from the
end of March,” remarked Quaye.
Through this innovative platform the brand hopes to create a
culture of responsibility in the way that music is consumed. “By zero rating
the data charges and investing in the building of a working download platform,
we believe that Extra Cold Music will make a positive impact on the sale of
music in South Africa, and hopefully help take a stance against music piracy,”
explained Quaye.
Yet that is not the only positive impact the brand aims to
make through Extra Cold Music, as through the collaboration with Timbaland
local artists and producers will be exposed to workshops, and opportunities to
unleash our local talent on a global scale.
For more than 20 years, Timothy "Timbaland"
Mosley's innovative sound has redefined how the world experiences music. The
icon has created countless #1 hits and collaborated with the globe’s largest
icons, including Madonna, Beyonce, Jay-Z, Elton John, Justin Timberlake, and
Keith Urban. The number one producer in the world, Timbaland was acclaimed as
Billboard Magazine's Song Writer of the Decade in 2011. Castle Lite could not
have obtained a better collaborator to exclusively produce a stage music
experience like no other - the Extra Cold Music Concert Edition. Scheduled to
take place on the 7th of June, the concert edition will showcase the next
generation in music experiences, featuring the hottest international acts
alongside a host of South African artists.
“The Extra Cold Music Platform will feature as the place to
go to unlock tickets to this live concert experience, as well as offer fans an
insight into this unique experience and what it entails. Additionally concert
goers will be able to download the music played at the concert on their phones,
as we will be distributing content on our ‘always on’ platform,” explained
Quaye.
"For us as a brand, everything begins with embracing a
culture of innovation. Our consumers are
heavily driven by music, social networks and smartphones. So we are constantly
evolving what we do to meet, and exceed, their expectations. Through our
collaboration with Timbaland, and the launch of the Extra Cold Music Platform
and Concert Edition, we have no doubt that we are providing our consumers with
real lifestyle value, as we are speaking directly to their passion point of
music. I have no doubt that this will set the brand apart and make Castle Lite
the official music authority,” concluded Quaye.
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