MTN, in collaboration with content aggregator, “Content Connect Africa” and Just Music has clinched a landmark deal that gives it the exclusive rights to Adele’s much-anticipated single entitled “Hello” which was released on October 23, as a caller ring back tone. During the advertisement break of the popular reality television series “British X Factor”, which was aired on Sunday, October 18,Adele teased fans with snippets of the much-awaited album.
This is the first time ever that Adele has sanctioned the use of her music through this format. “Hello” is the single taken from Adele’s highly anticipated new album etitled ‘25’ set for worldwide release on the 20th November this year. ‘Hello” launches as an exlusive Caller Tune on MTN on Friday 23rd October in South Africa, Nigeria and Uganda and will be exclusively available to MTN subscribers for downloading on MTN’s music platforms, customers will be able to download it by dialling *123*53# at 50 per week.
According to Larry Annetts, Sales and Marketing Executive for MTN South Africa, “MTN is pleased with the securing of these rights, in collaboration with Content Connect Africa, as it gives expression to MTN’s ongoing commitment to promoting music as an art form.
MTN has a proud track record of promoting the development of music on the continent, and our collaboration with renowned artists such as Mafikizolo, Mi Casa, Nigeria’s Praiz, Tiwa Savage, Davido and Don Jazzy, amongst others, is indicative of our quest to use our expansive footprint to give our customers the best musical experience.”
Adele is the first woman in the history of the Billboard Hot 100 to have three simultaneous top 10 singles as a lead artist, and the first female artist to simultaneously have two albums in the top five of the Billboard 200 and two singles in the top five of the Billboard Hot 100.