Today at an event in Johannesburg Stream.Digital in partnership with Creative Media Works, operating as BBM Messenger, announced the launch of STAGE360 Music, a mobile music and content service. A first of its kind in South Africa, the service is aimed at growing BBM Messenger’s monthly active users particularly within the young, urban demographic.
Matthew Talbot, CEO of Creative Media Works, said that the launch of STAGE360 Music comes at a time when the role of messaging platforms in consumer and business life is set to grow exponentially. “As part of the ongoing roll out of the new and improved app, BBM Messenger will offer a content ecosystem over and above the core chat experience and drive engagement within its Discover menu and Channels.”
Julian von Plato, Strategic Director at SSTREAMM TV, speaking at the launch said that, “This has been three years in the making. This is about music, this is about the artists. We wanted to provide a platform where artists can be discovered. We needed a partner that could help us take this to the masses and have that accessibility to the consumers. This is where we came across BBM, a platform where we could integrate Stage360. This is just the beginning South Africa is just the start we want to take this across Africa. The whole point of STAGE360 is empowerment.”
BBM Discover is a high-valued space within BBM Messenger, designed for high impact and reach while giving partners access to the power of social chat. STAGE360 Music sits as an icon within BBM Discover’s existing ecosystem of content and services, accompanying categories such as News, DiscoverTV (soccer, kids, life, planet, animals, extreme, fitness, food, cars), Football365 (Live Scores), Channels, Rewards (win airtime), Subscriptions, Stickers, Games and many more to come.
Talbot speaking at the event said that “BBM is really excited about this opportunity, BBM is very much back! We are changing the way that people look at messaging apps which will set us apart from our competition. We don’t see ourselves as a simple messaging app, we see ourselves as building an ecosystem and STAGE360 is a part of that. The STAGE360 concept is something that has never been seen before.”
The service is integrated into BBM Messenger using seamless user sign-in with both initial authentication and ongoing authentication to the user’s ID. Enriched social experiences are then delivered through personalisation of content and social sharing within the service. Stream.Digital, a division of Mortimer Harvey (Pty) Ltd, provides a direct-to-market digital video streaming platform with live and on-demand video content delivery to mobile and web. In addition, the service offers a Programmatic Channel Post functionality where users can manage and create channel posts directly via a programmatic interface.
STAGE360 and BBM Discover’s broader range of services demonstrates how messaging platforms can be harnessed to develop new ways of consuming, sharing and creating content. It offers users a new tool to easily navigate and find their preferred content within the BBM Channel.