Castle Lite and super producer Timbaland aims to redefine how South Africans experience music
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. Thenumber 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.
Timbaland collaborates with Extra Cold Music
Castle Lite and super producer Timbaland aims to redefine how South Africans experience music
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. Thenumber 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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