Acquired by Verod Capital in 2011, it moved its headquarters to San Francisco in 2011 and opened a marketing and distribution office in Lagos, Nigeria where it has been welcomed by fans and musicians alike.
Its South African office, based in Cape Town, will drive the company's expansion into sub-Saharan territories where it will derive its growth from two streams - the music fans and the music artists.
"As smartphone and broadband penetration increases and data costs reduce across Africa, we have noted that the appetite for the type of entertainment services which the company can provide has significantly increased," says Neil Schwartzman, group CEO of Spinlet.
"This has endorsed our decision to target emerging markets in Africa and we look forward to seeing similar levels of enthusiasm from South African music lovers when we launch our download site and mobile app."
One third of global industry revenue was derived from digital music in 2012, (according to the IFPI, the organisation that represents the music industry worldwide) and this is set to increase year on year. With this in mind, the company has chosen the perfect time to enter the market in Africa, as the desire for African grown music continues to expand.
Focused not only on providing music, it also gives music fans what they want, when and how they want it. This, and the fact that its focus is on growing new music artists and sharing revenue with performers, is what makes it such an attractive and unique proposition.
The site is uncovering new music talent every day thanks to its 'Spinners' - the girls and guys on the ground who are sourcing and recommending new artists and sounds and crowdsourcing relevant and desired content. Through the site, it is only a matter of days from being discovered to having the music registered on the platform. The loyal fans can then download the tracks that they can also then share with their friends. Because the medium is digital and global, African music is being shared not only with the diaspora but also with a growing and appreciative worldwide audience that is hungry for new sounds or a reminder of home.
Because of the interest - close to 700 000 registrations to date - the site now holds one of the largest catalogues of African music and local music artists. This complements its international library, which it is keen to share with South African audiences.
Described as the largest supplier of digital music on the continent, when it launches in South Africa, it will be providing access to its entire catalogue.
"We are excited about the impending launch of Spinlet in South Africa. This gives yet another opportunity for South African composer members of NORM & SAMRO to earn digital royalties from the distribution of their catalogues on the service," commented Tsholo Moraba, GM, Gallo Music Publishers and a director of NORM South Africa (National Organisation for Reproduction Rights in Music). "Digital music services are providing exciting new and easily accessible ways for more people to enjoy international and local music content. When this comes from a credible music store with representation such as Spinlet then listeners can look forward to a new era in mobile music."
The Spinlet site will be accessible for PC, tablet and mobile smartphone through any browser. It uses 'active rendering technology' that is responsively designed to adjust automatically to any screen size, thus optimising the user experience. The first issue of the service will allow consumers to buy tracks and albums. The cost of tracks is more than competitive.
To round out the package and to ensure secure payment, helping to overcome Africa's hesitancy to transact online, the site has partnered with reputable third party payment gateways and does not hold clients' details. Because the service is extremely versatile and affordable and is already promoting and growing local music industries, it is also helping to combat music piracy.
For more information, go to www.spinlet.com.
