South Africa’s booming with talent and skills across many industries. One such talent is a young group of musicians, Mpumelelo Mtetwa, Sipho Zondo and Lindani Ntsibande who founded Music and Innovation, a 100% black youth owned music and sound design company that specializes in composing original music, sound design and audio visuals for all formats of advertising and media. They write and produce jingles for activations, radio as well as background music and sound for Tv commercials and digital content.
Moved by circumstance and the harsh realities of living in the township they started writing and producing jingles informally in a bedroom studio in Katlehong. The group is self-taught, although they’ve always had a passion for music, and have had to understand the creative process of music making and interpreting a brief as well as balancing the business aspect of it. . The first jingle they wrote and produced was for a Sanofi Diabetes campaign which aimed to raise awareness and encourage people to get tested for Diabetes. Used in activations in Johannesburg and Kwa Zulu-Natal, the jingle reached over 100 000 people with amplification on radio. They have an extensive portfolio of work which includes brands such as Uber, Kellogg’s and Standard Bank to name a few.
Music and Innovation have produced for corporate giants
Music Innovation for Kellogs (Video on Youtube)
Music Innovation for Uber (Video on Youtube)
Music Innovation for J&B Hive (Video on Youtube)
The group will be hosting a viewing and screening of their new educational documentary “Music In Ads” at Old Mutual’s AMPD Studios in Newtown on the 11thof March, which explores the role of music in advertising and educates musicians on a different way to monetize their passion. The documentary incorporates their brand story and articulates their purpose as entrepreneurs who come from the township which is to inspire other entrepreneurs and creatives to “use the little that they have to start and to use the music and sound as a way to look beyond the challenges they face” says Lindani Ntsibande who is one of the members of Music and Innovation.