TurnUp Music, a new online music distribution service was launched in Johannesburg, South Africa on Thursday, 4 August.
The new service is dedicated to helping musicians build their careers by offering them means to reach and grow their fan bases. TurnUp Music was developed through a partnership between WeChat and Endemol Shine Africa.
Available exclusively on WeChat, the app enables fans to listen and download their favourite tracks. At present it features music from various South African superstars, including Mi Casa, Nathi, Emtee and Vusi Nova.
In a statement, the CEO of WeChat Africa Brett Loubser said TurnUp Music was designed to help artists and fans.
“Our core mission at WeChat is to make every day easier for everyone. From publishing, licensing marketing and distribution, the traditional music model wasn’t built for the benefit of musicians or the fans,” he said.
“We’re doing away with that,” he added. “Firstly by making sure that musicians are well looked after by reaping maximum benefit from their work. Then we help them take their products to the fans who then can buy the music on our platform."
According to Thabiet Allie, Chief Operations Officer - TurnUp Music, “What differentiates TurnUp Music is its focus on creating opportunities for artists, to grow them and amplify their careers by harnessing collaborative marketing reach and opportunities.”
Allie said TurnUp will pay artists 70% of download revenue.
“TurnUp will further work with Endemol Shine Africa to support TurnUp artists and their music on TV and digital media platforms,” she added.