With income from physical album sales dropping around the world, artists increasingly need to look outside the music industry for support. The latest African artist to do so is prominent South African rapper Reason, who was recently announced as the first South African brand ambassador for global online restaurant discovery app Zomato.
Zomato is a restaurant search app, providing in-depth information for over a million restaurants across 22 countries, sourced by its massive ‘feet-on-street’ team across over 500 cities. Now Zomato is linking up with the ‘Bump the Cheese Up’ hit-maker to develop innovative ways to engage with a broader audience and grow the “foodie” culture in South Africa. This partnership is the first of Zomato’s month-to-month brand ambassadorship campaign, which began on Monday 15 June.
The hip-hop artist will visit some of Johannesburg’s best-rated restaurants with friends, children and will also give five of his fans the opportunity to dine out with him during the months of June and July. Reason explained: “I have always been an avid admirer of the power of ‘breaking bread’ with family, friends, business partners and fans. Food incites conversation and intimacy and I am all for connecting with people in various forms.”
Reason (real name Sizwe Moeketsi) has been on the hip-hop scene from a young age and said his venture into the foodie world is more than just a personal decision. “The company I run with my three partners, Kool Out Concepts, has a multi-purpose venue that will soon host a restaurant. My partners and I are passionate about food and entering the foodie world is part of my journey to educate myself about all things food and entertainment,” he said.
According to Zomato country manager Heino Gehle, the partnership with Reason is an example of how the app is pioneering new ways for brands to engage with South African artists and their fans. “This creates a creative and commercial collaboration that serves both artist and brand,” he said. “The company has a true understanding of the power of music and fans of music. We also believe that food is just as universal as music and blending the two can only be a recipe for good things to come.”