R40K in.
R675K out.
Sound Tour is a Hunter's × Warner Music Africa digital campaign — and Outerbounds delivered it in the feed. Our 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 Linkfire landing page, 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 execution partner that took it into the feed.
The partnership
Three lanes, one feed. Outerbounds was the digital leg — the partner that turned the brief into content and the content into reach.
Outerbounds
Digital content and distribution — built for the platforms, flighted and optimised on performance.
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
We ran the campaign vertical-first — content shot for the phone, not retrofitted from landscape. Artist-led assets and original reaction content drove traffic to the Linkfire; paid distribution was optimised against reach and engagement, not vanity plays.
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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