In May 2023, Machine_ launched its first film for Spotify Kenya, to increase awareness and showcase the plethora of African music available on Spotify – now over 100-million songs! Here’s some #BTS info and insight into our integrated African Monthly Active User campaign.
“‘Have You Heard?’ – How often do we hear these words when friends are keen to share their latest track on repeat?” says Sithabile (Star) Kachisa, Head of Marketing, Spotify Sub-Saharan Africa.
“We all love running to our friends to share with them the hottest jam we just discovered. And, thanks to Spotify, this happens very often,” explains Mantwa Toka, Senior Art Director at Machine_ Johannesburg. “With new songs to discover daily, you’ll never run out of tunes to put others on to,” she says.
“Discovering and sharing music is such a core part of our listening experience and through discovery, you open your world to new tracks, new artists and new genres,” adds Star.
This was our insight into creating the storyline for the Spotify Kenya TVC, ‘Have You Heard?’. It kicks off with the first line: “Have you heard ‘Dancehalling’ by Uncojingjon?”.
The Story Behind “Have You Heard?”
“In the TVC, we see how everyone has an artist they want to put others on to. But those others also have their own artist or songs. It becomes a never-ending story of people trying to one-up each other with great music to discover,” explains Mokgethwa Machaka, Senior Copywriter at Machine_ Johannesburg.
In the film, we feature people from the cityscapes of Nairobi to the ports of Kisumu. This showcases how Spotify connects the whole of Kenya. “With a large cast, dynamic wardrobe and incredible sets – as well as street-cool humour – Spotify’s ‘Have You Heard’ commercial grooves along at a rate guaranteed to get everyone’s feet moving and fingers tapping,” says Mara Diavastos_Business Director at Machine_Johannesburg.
Watch The Spotify Kenya TVC Below:
“A massive thank you to the incredible creative, production and media teams that made it all happen Machine_ ,Spitfire Films and UM Africa. Our Indomitable Director Duo, AK & JT, Mara Diavastos, Tafadzwa (Muzuwa) Penny, Matthew Barnes, Mantwa Toka, Mokgethwa Machaka, Arthur Seruga and so many, many more. It takes a village,” says Star.
To read more about our other TVCs for Spotify South Africa and our first TVC for Spotify Nigeria, click here.
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