CEO Weekends:Airtel Turns to Radio Shows to Recruit More Subscribers in Africa

 Bharti Airtel  has today partnered with Radio Express, an international branded audio company to launch weekly shows on local radio stations across 17 African countries.

Dubbed Airtel Music Express  and Airtel Musique Express in English and French respectively, the shows will feature the hottest Hip-Hop, R&B, and pop artists on the African airwaves, connecting people to performers from Africa and beyond.

The English language program Airtel Music Express  will be hosted by Big Brother’s IK  and will features music from artists such as Kenya’s Wyre, Nigeria’s Tiwa Savage, Côte d’Ivoire’s Magic System, Uganda’s Bebe Cool  and Tanzania’s Lady Jaydee (Tanzania) and will air weekly in Kenya, Tanzania, Uganda, Rwanda, Malawi, Sierra Leone, Zambia, Seychelles.

The French show, Airtel Musique Express will be hosted by African personality, Jed, and will feature French-speaking artists such as Alain Ramanisum fromMauritius, Constance  from Senegal, DJ Arafat from Côte d’Ivoire and Fally Ipupa from DRC. The show will air weekly in Burkina Faso, Madagascar, Niger, Chad, Rep. of Congo, DRC and in Gabon.

According to Andre Beyers, Chief Marketing Officer at Airtel Africa the objective of the show is to raise  Airtel’s brand and product awareness in Africa.

“Radio is the world’s most accessible and personally engaging mass medium, and it was a natural choice to work with Radio Express and these popular radio stations to bring Airtel Music Express and Airtel Musique Express to music lovers across these 17 countries. We think listeners will love the mix of world music and local music hits in the shows’ engaging countdown format.” Beyers said. “Airtel Music Express helps communicate our commitment to supporting up and coming performers and their music.”

The shows will reach Airtel’s  over 66 million subscribers in 17 African countries.