We’re on a mission

to change the way

South Africa
does podcasts
 Why podcasts 43% of South Africa’s online
population have listened to a
in South Africa? podcast in the last month

Podcasts are the fastest growing

sector of media consumption in
South Africa

Podcast listeners in South Africa went

up by 50% from 2018 - 2019

16 million addressable listeners in

South Africa
Podcast listeners in South Africa...
Mostly employed full-time (LSM 7 - 10)

43% of podcast listeners are highly educated, so access to information is a key driver

The primary podcast listener is aged between 35 and 54 (in line with US stats) and the
secondary listener is aged between 25 and 34

Podcasts consume relatively little data in a data conscious market such as South Africa

Podcasts can be consumed whilst multitasking and easily stored on mobile devices
Media consumption
increases during lockdown
Introducing TEXX TALKS
What is Texx Talks?
Hosted by Tecla Ciolfi, curator & editor of South African music website Texx and the City, Texx
Talks is a look behind the curtain at what fuels your favourite musicians - from Mzansi to the
world.

Our goal with this podcast is to fill a massive gap in the South African market with an interview
focussed, high end production, where strong soundscapes are woven into an informed narrative,
covering some of the biggest acts in Africa and the world. Our aim is to be on par with some of the
best global offerings.

Season 1 has concluded with our final episode featuring Tresor. Artists featured in Season 1: The
Kiffness, Zolani Mahola (Freshlyground), Ryan Murgatroyd, BCUC, Alice Phoebe Lou and Tresor.
Who are we
talking to?
LSM
7 - 10

51.5% Gauteng
36.2% Western Cape
8.5% KZN
3.9% Remaining
What we’ve achieved

#1 Texx Talks has been the #1 music show in

South Africa on Apple Podcasts over
multiple weeks.

Top Texx Talks has featured in the top 10 on

10 Apple Podcasts for all categories.

We are continuously working on content

creator partnerships with Apple Podcasts
and Spotify currently.
Texx Talks
multi-platform streams
● Listenership has been increasing rapidly
throughout season 1
● New subscribers spiked in May
● Growth is expected to continue with the
release of the final episode of season 1
and beyond
● A high subscription rate across season 1
ensures listenership for season 2
● Each new subscriber also results in the
consumption of older episodes, providing
perpetual exposure
OUR MEDIA
COVERAGE
 ● Global production standards

What makes ● Appeals to a wide range of tastes due to varying

genres

Texx Talks ● Only female hosted podcast in the top 10 of all

categories on Apple Podcasts

Different? ● Content featured on Texx in the City each week -

one of South Africa’s biggest music portals
● Access to the top musicians in SA and globally &
their followers
● Ability to tailor specific advertising content
selectively, week on week.
● Excellent relationship with Apple Music and Spotify
for greater editorial features and exposure on these
platforms
● Ability to record remotely, in high fidelity, lossless
audio - lockdown-proof and will never interrupt
production and release
What to expect in Season 2...

9For Season 2, we are expanding our offering in terms of episodes from 6 to 9

(plus “Look Back” episode).
JU
Weekly release of podcasts every Thursday for 10 weeks - June to August.
LY
We will also be interviewing our first "international" (ie. non African) artist, Passenger.

Additional artists we are looking at for Season 2: Black Coffee, Kwesta, Msaki
(confirmed), Goodluck (confirmed), Early B (confirmed), Karen Zoid (confirmed),
Shekinah, Die Heuwels Fantasties (confirmed) and Passenger (confirmed).

Hosting a wide range of genres to suit everyone and combined social media
following on Instagram and Facebook of 9.7 million followers across 9 guests.
Texx Talks Opportunities
● Potential reach to all of the guest’s audience of over 9.7 million followers
● 10 weeks of consistent brand exposure
● Dynamic advertising segments that can change according to brand
objectives week on week
● Opportunity to run a sustained campaign over a protracted period for
maximum exposure to different audience sets
● Association with some of the most prominent musicians in the world
The Breakdown
● 10 week campaign - episode every Thursday from 28 June to 20 August 2020
● Dedicated, dynamic “mid roll” slot (highest listener engagement), 40 - 60s advert
● 1 x additional slot in “look back” episode recapping the entire season - 27th August
● Mirrored content each week on Texx and the City - SA’s biggest music portal
● Custom ads every week, read by host to suit brand objectives - production included
● Logo placement on all artwork and press releases
● Total reach of 9.7 million followers (IG and FB) for all guests over the season, average of
970 000 followers reach per episode.

Rate: R10 000 per episode, R90 000 for the whole Season, 10 total episodes.
Thank you
Jonathan Inggs
+27 63 973 2880
jon@texxtalks.com