Despite the ever-growing online music distribution trend, there’s something to be said for the power of good ol’ fashioned radio. Indian telecommunications company Bharti Airtel Limited has adapted this philosophy and joined with California-based audio company Radio Express to produce branded radio shows that will air across 20 countries in Africa.
The shows are being produced in the format of weekly countdowns in both French and English. They’ll feature both global and local top hits that are intended to appeal to the diverse populations within Africa. “Radio is the world’s most accessible and personally engaging mass medium,” says Airtel’s Chief Marketing Officer Andre Beyers. “We think listeners will love the mix of global music and local hits in the show’s countdown format. [It also] helps communicate our commitment to supporting up and coming performers and their music.”
Airtel will advertise their product via ads and mentions from the hosts. There will also be branded features within the countdowns such as the “Airtel Backstage Pass” in which an artist is interviewed on-air and the “Airtel App of the Week.” In total, Airtel is mentioned 20 times per show and runs 4 advertisements. No rival telecom brands are advertised on the show.
Radio Express CEO Tom Rounds describes the show as “a celebration of African unity through music” that fits nicely with “Airtel’s strategic marketing plan devoted to crossing borders.” Sounds like a great message and a promising partnership to us!