In the last 10 years, Sub-Saharan Africa has become increasingly recognised as one of the fastest-growing regions for inbound tourism in the world...
In the last 10 years, Sub-Saharan Africa has become increasingly recognised as one of the fastest-growing regions for inbound tourism in the world. Luxury retailers, lifestyle brands and a new breed of F&B operators are now seizing upon the opportunities presented by a new and rapidly expanding market.
Investment in the hospitality, retail and F&B sectors has surged. A newly affluent population is emerging. Global brands and ambitious local businesses now have new opportunities to take advantage of both regional and international custom.
Health and wellness tourism is on the rise as global travellers set out to explore the natural splendours of the region, and growing urbanisation has made consumers more aware of and receptive to the offerings of lifestyle brands.
It’s therefore hardly surprising that growing numbers of both premium global players, such as Four Seasons Hotels and regional businesses like the Leeu Collection, are attempting to establish themselves in this rapidly evolving commercial environment. But if they are to gain and maintain a foothold in the region at this early stage in its development, a clear, distinct and compelling brand identity is essential.
Music Concierge’s Sub-Saharan Africa division has been set up precisely to help hotels, retailers, spas and other lifestyle brands achieve traction in their chosen location by personally engaging with their customers, creating memorable musical experiences that effortlessly express each brand’s unique positioning and personality. With a bespoke, highly focused music strategy enhancing the atmosphere and tying the brand together, Sub-Saharan lifestyle businesses can maintain their edge in the world’s most exciting market.
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It can be all-too easy for international brands to treat Sub-Saharan Africa as homogenous, ignoring the rich tapestry of countries and cultures that comprise the region…
It can be all-too easy for international brands to treat Sub-Saharan Africa as homogenous, ignoring the rich tapestry of countries and cultures that comprise the region.
Music Concierge, however, understands that every territory comes with its own influences and local sensitivities – what works for one brand in Cape Town can fall flat in Lusaka, or a playlist that turns heads in Lagos might shrug shoulders in Accra.
Appreciation of this diversity directs our approach, as does passion for Africa’s rich musical legacy and modern-day output, whether that’s Malian blues, Mbalax, Afrobeat or the sublime sounds of the kora and the kwela.
Historically, specialist playlisting services have had limited reach in Sub-Saharan Africa, resulting in the proliferation of cookie-cutter soundtracks and inconsistent audio identities. Overlooking the role of sound in this way can spoil atmospheres, damage brands and eat into bottom-line returns.
Music Concierge eliminates that risk. By carefully drawing on a nuanced understanding of the diverse musical cultures within the region, we are able to craft soundscapes that not only echo the essence of a brand that excites its customers, they also communicate a sense of individuality and express an authentic connection to the musical heritage of its location within Africa.