The democratisation of old radio or the peoples voice?

Anyone can start one and there are a plethora of topics and point of views to tap into. The upside, more perspectives. The downside, another touch-point for ignorance to be disseminated.

It’s a powerful tool that arguably requires a lot less capital and time investment in the production of the content. It’s been a while since it’s arrival as another touch point to reach consumers.

Brands being able to advertise on them have been quite sporadic and most media owners have offered this solution within SA specifically for around five years or so. but most marketing teams share the same dated outlook “are our competitors doing it”or worse “i just don't think it has enough reach in our market". (Whilst simultaneously voicing that they need innovation, and something different other than "social media, programmatic or TV” - if you're from an agency, you know this all too well.

It has been limited in terms of formats but we are now seeing this acceleration into the fast growing channel occur globally and more so currently , within the SA market.

Joe Rogan and Kim Kardashians multi million dollar deals with Spotify added fuel to the opportunity. Anything that the Kardashians do, influencers and aspiring influencers (micro influencers) are sure to jump onto - of course ‘staying relevant’ or building their personal brand.

There’s a fail proof strategy, “The Kardashians are doing it” …