Lifestyle Trends 2019



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Castle Lite and Timbaland launch Extra Cold Music

"iTunes is currently standing on 435 million registered users in 119 countries, making it the number one digital retailer in music," said Dion Chang , founder of Flux Trends, and renowned for forecasting and identifying cutting-edge trends for the consumer.
Chang confirmed this week that iTunes is the largest music retailer on the planet for the last four years with music digital downloads showing a rapid growth in recent years. "Over 1 million songs were released during the first week in April 2003. Artists were terrified of online piracy, but very soon they were making millions." iTunes recently offered its 25 billionth song to a user making it the world's number one music retailer.

When Apple threw its doors open to its iTunes store, the revolution of digital music had begun. This phenomenon resulted in many music portals subsequently being created across various digital platforms. Castle Lite is now taking digital music to the next level with the launch of its innovative music platform, Extra Cold Music.

Castle Lite is teaming up with multiple Grammy Award-winning producer Timbaland, to unleash its latest innovation, Extra Cold Music. Extra Cold Music is a world-class music portal bringing Castle Lite consumers the latest local and international songs directly to their mobile phones.

The Extra Cold Music Concert Edition

And to top it all, Timbaland has agreed exclusively to produce a stage music experience like no other - the Extra Cold Music Concert Edition. Scheduled to take place on 7 June, the concert edition will showcase the next generation in music experiences, featuring the hottest international acts alongside a host of South African artists.

In the weeks leading up to the concert, music lovers just need to purchase two promotional Castle Lite packs, enter the unique codes to the USSD line provided and gain access to some of the best local and international tracks available.

One of the brains behind the concept is Castle Lite's GM, Andrea Quaye who says: "Extra Cold Music is essentially an 'always on' music portal that will provide consumers with access to the latest in local and international music across various genres including pop, hip hop, house, rock, R&B, and kwaito.

"Each week a total of five new tracks will be available for download, comprising four local tracks and one international, where all of the songs selected will have only very recently been added to radio playlists. But what truly makes this innovation stand out is the fact that the tracks are free to download and no data charges apply, except for the USSD dialling costs, which companies can legally not provide for free."

Unlock the latest tracks

These two codes together will unlock the latest tracks, and between 50 000 and 100 000 of each track available the brand anticipates a 'battle of the latest beats' to occur amongst its consumers.

Castle Lite Consumers will be informed of the latest music that is available to download, by staying in touch with the weekly media announcements on SABC 1's Live AMP and 5FM, dialling the Extra Cold Music USSD number *120*3338# or visiting the brand's website to view the week's song selections. "Although between 50 000 and 100 000 of each of the tracks are available, we have ensured that everyone has the opportunity to download the latest music. If a song is sold out, you can go to where all the songs featured on the platform will be made available for purchase as from the end of March 2014," remarked Quaye.
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