You Are What You Listen To

Recognising that the KwaZulu-Natal region and the broader Zulu nation across South Africa is one of our most untapped markets, we decided to speak to this audience that is the largest demographic in SA. The radio ads tapped into the insight about how music is so much part of us as people, that when we are into the genres we are into, they permeate into our lives. Becoming so much a part of us, it’s just as strong as our cultural identity. So much so, that the love for the music we love starts to show up as part of our personality. We incorporated nuances of the genre either in the delivery of the piece or in the clever use of dialogue that is used in the genre. With the ad highlighting the Gqom playlist on Spotify, we hear our characters deliver lines that are based off of Gqom phrases that exist in the music or from the community of listeners, as a shout out to the culture of the genre. With ad that pushes the SA Gospel playlist, we hear our voice deliver the script in a “vayi vayi” (a colloquial term for harmonising) manner, synonymous with how gospel in SA is sung. Thus bringing to life the idea of how music becomes part of one’s life or personality, and letting our audience know they’re not the only ones who feel that way about their music.