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"Music Concierge go to great lengths to source tracks from hot local music scenes."

Ashleigh Fleming,
Sales & Marketing
One&Only Cape Town

Commercial overview

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.

Man singing and playing traditional African instruments
Multi-cultural diverse group of men and women enjoying drinks at a cafe in front of a colourful wall

Creative understanding

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.

case study

case study

case study