East London rapper Moola has gone on a marketing strategy with a difference – killing two birds with one stone in the process.
He is promoting his Purple Rain single through the #PurpleRainChallenge – while also rewarding some lucky fans with R1,000 every day.
Moola, real name Vuyolwethu Raziya, got the idea to promote his latest single, Purple Rain, through the challenge from American award-winning hitmaker Drake, whose #KikiChallenge set social media abuzz.
But unlike Drake's #KikiChallenge, the #PurpleRainChallenge gives social media users who participate a chance to win some money.
The Johannesburg-based Moola, who is signed under East London-based label, Asanda Empires, founded by Asanda Mabengwana, said when the song came out two weeks ago, he had no idea it would get social media talking.
Moola was among the first group of artists who joined Asanda Empires when it first opened in 2016. However, he left the label to work as an independent artist.
“I am back with the label again. The owner and I have reached an understanding and he knows my long-term goal is to run my own company, but for now I need to be well-equipped before I venture out,” he said.
“Uncle Stunner [Mabengwana] came up with this idea and we went with it. It is exciting to see my music reaching people because that's why we do what we do,” he said.
Raziya said he was currently working on new material which he hoped to release later in the year.
“For now we are pushing this single. I believe it is wise to first push one single before you get an album out there.
“People need to know who Moola is first and this song is doing exactly that,” he said.
Mabengwana said before releasing any song, he always tried to get feedback from young people who are his target market.
“I sent it to one kid and she went crazy. She posted it on her WhatsApp status and her friends asked her about the song. I realised then that the song had potential and we could make it go viral on social media,” he said.
The #PurpleRainChallenge sees social media users sending their videos while jamming to the song with the hopes of winning R1,000 every day.
“We've posted songs on our social media platforms before but we've never received such positive feedback.”
When the label first opened they had a licensing deal with Universal Music.
However, Mabengwana said they had since parted ways with the label.
“Purple Rain is the first song to be playlisted on major radio stations such as; Metro FM, 5 FM, Umhlobo Wenene and Tru FM. Before, our songs would only be played once but now its on the playlist. This is a huge thing for us,” he said.
To take part in the #PurpleRain challenge, people can follow Asanda Empires on their Facebook page...