Sound to Soul, Africa’s premier experience-driven music marketing and curation agency, and Audiomack, a leading artist-first music discovery platform, today announced a landmark strategic partnership. Together, the two organisations will transform the auditory landscape of physical and digital environments — bridging the gap between streaming and the real-world “Space.”
Sound to Soul, which currently powers the atmosphere for major hubs including ANC Mall, ANC Corner, Ghud Park, Starbites, and Pinocchio, will become an official curation partner for Audiomack. The collaboration introduces a new series of “Spaces” playlists — expertly curated soundtracks designed to integrate African music into high-end retail, hospitality, and community hubs across Ghana.
Redefining the “Space” for African Music
With Audiomack’s deep-rooted influence surpassing 58 billion streams from African artists to date, and Sound to Soul’s expertise in sensory branding, this partnership delivers a significant visibility boost for emerging talent. By moving beyond the mobile app and into physical commercial environments, the initiative creates new, organic touchpoints for artist discovery.
“Music is the heartbeat of any environment. By partnering with Audiomack, we aren’t just playing songs — we are amplifying the soul of the space. This partnership is a commitment to the African creator. We are taking the sounds of Africa and making them the soundtrack to global experiences, ensuring our culture is heard, felt, and celebrated everywhere.” — Renie Bampoe-Abu, Founder, Sound to Soul
“Audiomack has always been about moving the needle for independent artists. Partnering with Sound to Soul allows us to take that mission into the physical world, ensuring that the next African superstar is discovered not just on a phone, but in the very places people live, shop, and socialise.” — Charlotte Bwana, VP of Marketing, Audiomack
Partnership highlights
Curated for context
A series of space-specific playlists optimised for mood and atmosphere, tailored for commercial environments.
Spotlight on emerging talent
Prioritising rising African artists with direct access to Audiomack’s 50M+ monthly active users and the physical audiences of Sound to Soul’s partner locations.
Data-driven discovery
Leveraging Audiomack’s hyper-local geo-charts to highlight regional trends — from the global Amapiano surge to the next wave of Alté and Highlife.
New brand frontiers
Creating a unique avenue for brands to advertise within curated physical environments through synchronised digital and acoustic storytelling
