JSE-listed Blue Label Telecoms (BLT) has partnered with Vodacom and Universal Music Group to distribute physical and digital Justin Bieber content, ahead of his South African tour.
The deal, which is seen as a first for the country, will include the distribution of Bieber's Believe Acoustic CD, included with Vodacom starter packs. Investor relations head at BLT, Michael Campbell, says 750 000 starter packs have already been ordered and will be distributed to 140 000 merchants across SA.
"The starter packs will be sold for R129 and will include a Vodacom SIM card, R29 recharge voucher, as well as the Justin Bieber CD, of which the CD alone costs R139.
The special starter pack will also enable users to subscribe to receive a voice message and picture of Justin Bieber every week until the South African concert," says Campbell.
Vodacom has made it clear it is not an endorsement deal, but rather the selling of products that are Bieber-related. "We have been involved in the design, artwork and packaging of the starter packs to make them visible to the consumer, but the big contract is really between BLT and Universal," says a Vodacom spokesperson.
The cellular provider says the campaign is targeted at kids, and also includes competitions to meet Bieber backstage and see him perform live in Japan.
Campbell says it's just the beginning of BLT's new venture. "There are going to be more artists in the future and it's all part of our new product line."
Vodacom adds that it would like to grow its relationship with Universal Music to secure any artists that head to SA in the future.
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