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Magazine making a song and dance

As part of its added-value marketing initiatives and brand enhancement, Afrikaans lifestyle magazine Insig has compiled South Africa's first free downloadable album, developed in conjunction with local record label Rhythm Records. The album features 13 top selling Afrikaans artists, including Chris Chameleon, Valiant Swart, Koos Kombuis and Laurinda Hofmeyr.
Magazine making a song and dance

"Few could have failed to notice the number of web-related artists hitting the headlines world-wide over the past year," says Insig editor Izelle Venter.


"International artist Gnarls Barkley's debut single Crazy was the first UK No 1 single to be achieved by download sales alone. The net is a great "listening post" that pulls in increasing numbers and Insig wants to afford the same opportunity to our local artists, while offering our readers a cross-media entertainment experience."

According to Venter, Afrikaans music has always been a form of creative expression that has gone from strength to strength. By alerting readers to the advent of the Rhythm Records digital downloading store, a new era of creativity in the development, marketing and distribution of music is being ushered in, and the options available are steadily increasing.

Albert du Plessis, owner of Rhythm Records, concurs: "The local artists are extremely positive and proud to be a part of this project. By removing the constraints often imposed when producing a CD, such as the logistics of distribution, we are able to offer South African music lovers - both here and abroad - instant access to their favourite musicians."


Magazine making a song and dance

With the October theme focusing on Afrikaans music, the latest issue also looks at the problem of music piracy - another reason for teaming with Rhythm Records. "Research has shown that more than 80% of iPod owners, for example, do not pay for digital music," says Venter.

"Therefore, while we acknowledge the web's popularity and must find a way to stop the pirates, we also have to ensure that we don't make life too difficult for the honest fan."

Readers can download the Insig album at, directly to a CD, iPod or MP3-player. Instructions on how to download the music in ten easy steps is included in a CD-style pocket attached to the front cover of the October 2006 issue of the magazine. The album will be available on the net for Insig readers to download until 21 November.

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