Sound to Soul and Audiomack Announce Strategic Partnership to Transform Music Discovery Across Physical and Digital Spaces

Africa’s premier experience-driven music marketing and curation agency Sound to Soul has entered into a landmark strategic partnership with global artist-first streaming platform Audiomack. The collaboration aims to redefine how African music is experienced by seamlessly bridging the gap between digital streaming and real-world environments.

As part of the agreement, Sound to Soul will serve as an official curation partner for Audiomack, introducing a new series of “Spaces” playlists—carefully curated soundtracks designed to enhance the atmosphere of high-end retail, hospitality, and lifestyle locations across Ghana.

Already known for shaping the sonic identity of major commercial hubs such as ANC Mall, ANC Corner, Ghud Park, Starbites, and Pinocchio, Sound to Soul brings its expertise in sensory branding to the partnership. By integrating Audiomack’s vast music catalog into these physical spaces, the initiative creates new, organic touchpoints for artist discovery beyond traditional streaming platforms.

With Audiomack having surpassed 58 billion streams from African artists, the partnership is positioned to significantly boost visibility for emerging talent. By embedding curated African soundscapes into everyday environments, the collaboration expands how audiences interact with music—moving discovery from mobile devices into the spaces where people live, shop, and socialize.

Renie Bampoe-Abu, Founder of Sound to Soul, emphasized the cultural impact of the partnership, stating that music plays a vital role in shaping environments and experiences. She noted that the collaboration represents a commitment to amplifying African creativity on a global scale, ensuring that the continent’s sounds are not only heard but deeply felt in everyday settings.

Charlotte Bwana, VP of Marketing at Audiomack, added that the partnership aligns with the platform’s long-standing mission to support independent artists. By extending discovery into physical spaces, Audiomack aims to create new pathways for emerging African talent to connect with audiences in more immersive and impactful ways.

Partnership Highlights Include:

• Curated for Context: Development of space-specific playlists tailored to enhance mood and atmosphere across commercial environments.
• Spotlight on Emerging Talent: Prioritizing rising African artists while connecting them to Audiomack’s global audience of over 50 million monthly active users.
• Data-Driven Discovery: Leveraging Audiomack’s geo-targeted charts to spotlight regional trends, from Amapiano to emerging Alté and Highlife movements.
• New Brand Opportunities: Creating innovative advertising avenues through synchronized digital and in-person music experiences.

By merging technology, culture, and physical environments, Sound to Soul and Audiomack are setting a new standard for how African music is curated, discovered, and experienced—positioning it at the center of both digital innovation and real-world engagement.

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