TurnUp Music is a new South African music service

TurnUp Music is a newly launched online South African music service. They are focusing on promoting local performers that are both established and independent up and comers.

TurnUp has been developed in collaboration with WeChat and Endemol Shine Africa and the service will be made available exclusively through the WeChat app.

Going by their promo video, they already have a slew of top local musicians who have made their music available for sale through TurnUp such as DJ Milkshake, E-smile, Mi Casa, Mo Flava and more.

They are aiming to develop TurnUp into a service that is committed to growing the careers of South African musicians by creating a platform that can help grow their fan base.

The Sales Pitch

“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. We’re doing away with that. Firstly by making sure the musicians are well looked after by reaping maximum benefit from their work. Then we help them take their product to the fans who then can buy the music on our platform.” said Brett Loubster, CEO of WeChat Africa

Undiscovered artists will also be available to make their stuff available via TurnUp to those already signed up to WeChat. That guarantees a wide audience already. The pricing structure for the music on TurnUp is also said to be competitive.

“It’s this focus that has driven TurnUp to promote talent, provide opportunities for learning new skills and 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.” said COO of TurnUp Music Thabiet Allie