MTN, in collaboration with content aggregator, “Content Connect Africa” and Just Music has clinched a landmark deal that gives it the exclusive rights to Adele’s much-anticipated single titled “Hello” which has been released today, October 23, as a caller ring back tone. During the advertisement break of the popular reality television series “British X Factor”, which was aired on Sunday the 18th of October 2015, Adele teased fans with snippets of the much-awaited album.
This is the first time ever that Adele has sanctioned the use of her music through this format. “Hello” is the single taken from Adele’s highly anticipated new album titled ‘25’ set for worldwide release on the 20th November this year. ‘Hello” launches as an exclusive CallerTune on MTN on Friday, 23rd October in South Africa, Nigeria and Uganda and will be exclusively available to MTN subscribers for downloading on MTN’s music platforms, customers will be able to download it through SMS by typing TUNE 5152669 and send the message to 170. The tune will cost the usual rate of 550/-
Mapula Bodibe, Chief Marketing Officer for MTN Uganda, says “MTN is pleased with the securing of these rights, in collaboration with Content Connect Africa, as it gives expression to MTN’s ongoing commitment to promoting music as an art form. MTN has a proud track record of promoting the development of music on the continent, and our collaboration with renowned artists such as Mafikizolo, Nigeria’s Davido, Don Jazzy plus several artistes in Uganda amongst others, is indicative of our quest to use our expansive footprint to give our customers the best musical experience.
We have done a lot of work in promoting music in the digital space, with Music+ being one of our key offering that has given many artistes across the continent a bigger platform to market their music. We are humbled and pleased that our efforts in the music space are being acknowledged and recognised, and we are looking forward to similar partnerships of this nature going forward,” said Ms. Mapula.
Adele is the first woman in the history of the Billboard Hot 100 to have three simultaneous top 10 singles as a lead artist, and the first female artiste to simultaneously have two albums in the top five of the Billboard 200 and two singles in the top five of the Billboard Hot 100.
“This exclusive right we have secured with Adele’s recording label Just Music will set us apart from the competition and reaffirm our commitment to delight millions of our customers and provide them with a distinct customer experience. This initiative was accomplished through our collaboration with Content Connect Africa,” Mapula concludes.