“The last 2 years has seen us shaping the digital music architecture, and we are now reaffirming our commitment to being a leader in digital and music experiences. This partnership gives us the perfect platform to unveil our new offering.” said Rehana Hassim, Portfolio Manager at Vodacom South Africa, when announcing the telecommunications company's sponsorship of the South African Music Awards.
South African rapper, AKA, at the SAMA nominees event.
Digital music in South Africa
Launching a new digital music platform in South Africa is an uphill battle considering the reach and music catalogs the dominant platforms like Spotify, TIDAL, and Apple Music have. However, Vodacom, just like MTN, have an advantage over them in that they already have millions of customers already who they can market their new music services to.
Screenshots of Vodacom South Africa's MyMuze digital music app.
It's also interesting that, despite announcing a partnership with TIDAL in Uganda which it said it will extend across Africa, MTN still went on to launch a time-based music streaming app in South Africa. Also, Vodacom's My Muze looks a lot like Apple iTunes given that it allows for purchasing of songs.
The big question though is, given that Vodacom only seems to be offering South African music, whether music listeners will subscribe to an app with a limited music catalogue?
Cover image credit: My Muze banner by Vodacom South Africa.