MBABANE – Caller tunes have been identified as a burgeoning platform for Eswatini artists to showcase their work and generate alternative revenue streams.
The announcement was made by Alex Lushaba, Manager: Digital and VAS at MTN Eswatini, during the third edition of the Eswatini Arts Summit. The event took place from March 11 to 13 at the Institute of Development Management (IDM). Lushaba spoke on day one of the summit, which addressed topics regarding how artists can monetise their work. Addressing a room of artists and creatives, Lushaba highlighted that the traditional barriers to airplay are being dismantled by mobile technology, allowing music to reach audiences in a more direct and commercialised manner.
Lushaba noted that the integration of local music into telecommunications services represents a formalisation of the digital music space. By utilising caller tunes, artists can ensure their latest Singles and Hip Hop tracks are heard every time a call is placed, effectively turning every mobile device into a promotional tool. “This is about creating a sustainable ecosystem where the artist’s intellectual property is recognised and rewarded,” Lushaba remarked during his presentation.
Years ago, MTN launched the Caller Ring Back Tunes, commonly known as CRBT, as a service that allows customers to replace the normal ringing sound heard by callers with something more personal and engaging.
Instead of the usual tone, callers can hear a favourite song, a comedian’s joke, a surname praise, a Bible verse or an inspirational message. This service was not created only for customer entertainment and personalisation, but also as a business opportunity for artists and content creators in Eswatini. Since its launch, emaSwati artists have had their music featured on the CRBT platform alongside South African artists. Through this platform, a number of local artists have been able to earn income from subscriptions paid by customers who choose and enjoy their songs as caller tunes. This demonstrates that creative talent can generate value and revenue. However, it is noted that a limited number of local artists have fully taken advantage of this opportunity. MTN, therefore, wishes to encourage more emaSwati artists to come on board and begin monetising their content through this platform.
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Artists and creatives are enjoying the burgeoning platform of Caller tunes and an alternative revenue stream.