Thursday, March 6, 2014

Timbaland gets involved with Extra Cold Music

Renowned American rapper and producer Timbaland has partnered with a local alcoholic beverage to create an innovative concept that will redefine the way South Africans experience music. Castle Lite partnered with the Grammy-winning musician to launch Extra Cold Music – a world-first music portal that brings consumers the very latest in local and international music directly to their mobile phones every week. Timbaland and a host of local musicians will also headline the Extra Cold Concert to be held in Joburg on June 7. Last night, Timbaland joined a handful of exclusive guests via Skype at the launch of the music experience in Joburg where he expressed his excitement at being part of the concept.

“Through this collaboration, local artists and producers will also be exposed to workshops and opportunities to unleash their talent on a global scale.”

The brand’s general manager, Andrea Quaye, explained: “This revolutionary concept is essentially an ‘always-on’ music portal that will provide consumers with access to the latest in local and international music across various genres, including pop, hip hop, house, rock, R&B and kwaito.

“Each week a total of five new tracks will be available for download, comprising four local tracks and one international, where all of the songs selected have only very recently been added to radio playlists.

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