R40K in.
R675K out.
Sound Tour is a Hunter's × Warner Music Africa digital campaign — and Outerbounds was the digital partner that built it. We shaped the concept and strategy with Warner Music Africa, built and tracked the campaign site, and coordinated delivery across Dentsu Redstar and WMA. Flagship proof that we turn culture into measurable reach in the digital realm — not just on the event floor.
The brief
Sound Tour is a Hunter's × Warner Music Africa digital campaign — a soundscape that travels across genres, built to live online first. It launched promoting two singles: Touched the Sky (DBN Gogo) and Most Precious Love (Major League DJz), both from the Amapiano to Ibiza project.
The mechanic: drive streams through a Hunter's-branded landing site — built by Outerbounds — with social content using artist likeness, brand and song, and paid support across the label, brand and artist channels.
The Amapiano to Ibiza project is Africori's. Sound Tour is Hunter's and Warner Music Africa's campaign. Outerbounds was the digital partner — we co-built the strategy and concept with WMA, built and tracked the campaign site, and coordinated delivery across Dentsu Redstar and Warner Music Africa.
The idea
The concept was simple, and it came from reading the culture: allow space for brands to live within music promotion. A music-first brand should be as close to the moment of discovery as it can get — and an artist needs every bit of action on the "link in bio." Sound Tour put both in the same place, and gave it a home we built: soundtour.co.za.
"We're all trying to crack codes in this marketing thing. I find the culture often has the answers if you look close enough."
— Devon 'DP' Pyoos, Outerbounds
The partnership
Three lanes, one model — tech, music and lifestyle as equal partners. Outerbounds was the digital leg: the partner that co-built the strategy with Warner Music Africa, built and tracked the campaign site, coordinated the agencies, and turned the brief into measurable reach.
Outerbounds
Strategy and concept with WMA, the campaign site built and tracked in-house, delivery coordinated across Dentsu Redstar and WMA, and vertical-first content built for the platforms.
Warner Music Africa
The artists and the cultural weight — DBN Gogo and Major League DJz fronting the singles.
Hunter's
The brand the campaign carried into the feed — refreshment meeting the new wave of South African sound.
What we did
More than a promo. Outerbounds built the campaign site — a branded "digital soundscape" that replaced a generic streaming link with a seamless, on-brand journey from ad to stream. We engineered the UX down to a 5-second dwell time before stream selection, wired up end-to-end tracking, and ran everything vertical-first — content shot for the phone, not retrofitted from landscape.
Behind the scenes we co-built the strategy and concept with Warner Music Africa and coordinated delivery across Dentsu Redstar and WMA — keeping brand, label and media agency moving as one.
The numbers
Performance, measured.
R40K ad spend → R675K brand value. 5-second average dwell time. Figures from the Sound Tour campaign reporting.
The insight
Vertical video drove 2× the engagement of square. Authenticity outperformed the traditional ad.
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