Mascom signs 50 local artists as they exploit ringtones, caller tunes

MONKAGEDI GAOTLHOBOGWE
Staff Writer | Wednesday March 31, 2010 00:00

The leading cellular network, with 1.3 million subscribers, this month announced its robust strategy to tap into melodies by offering ringtones and caller tunes.

Responding to a Mmegi questionnaire, Mascom said internationally, the caller ring back tune is a big market. 'We would like to see Botswana develop in the same way. The artistes benefit in a number of ways. Primarily, artists get yet another way to sell their music, so they generate another revenue stream,' pointed out Obonye Malope, a communications strategy officer at Mascom.

' Also, this is a form of marketing for the artist, as once you have a caller ring back tune, each and every person who calls you hears the music you've downloaded. And with the Mascom subscriber base being over 1.3million, this allows artists to reach people beyond radio, music festivals and television appearances, every minute of every day. This is incredible, and is invaluable'.

' Another way we're able to further market the artist is in the My Tunez Top 10, where every week we release who the My Tunes Top 10 downloads are. We share this information through the media, and the Mascom Top 20 countdowns, music shows on Gabzfm, RB2 and Ya Rona fm', she said.

Malope says their music database currently includes established acts such as the legendary Stampore, Mascom BOMU Music Award winner Banjo Mosele, as well as exciting new acts like K-Boss and Juju Boy. 'There are artists in major genres, from traditional to hip-hop and motswako. Of course, this list is growing every day, as the music industry in Botswana is widespread, and is itself growing every day. As and when we sign new acts, our catalogue of what is on offer will also reflect this growth', Malope said.

'This is a new service, which has been in the for a little over one month, and as such musicians are themselves getting educated on the benefits of promoting and selling their music in this new and exciting way. We have had a lot of interest from artists, producers and suppliers as they also see that the service has launched', Malope told Mmegi Showbiz.

Malope explains that Mascom Wireless introduced MyTunez, a service that offers caller ringback tunes, on February 25. The service allows subscribers to download melodies or sounds that can then be played to callers while they wait for you to answer your phone. The service is available to all Mascom subscribers whether prepaid or postpaid, and is compatible with all makes and models of mobile phones, she explained.

Previously Mascom offered ringtone downloads, whereby a user could download a melody or sound to play when his or her phone rings. With My Tunez, however, it enables callers to hear melody rather than the traditional ringtone when they make a call.

Mascom says the ringtone downloads is still available through the new portal, MySpot, which was launched on March 26, and is accessible at www.myspot.mascom.bw.