DJ Underwater turns up the volume on local music sales

Namibian music producer DJ Underwater is set to release his new 11-track studio album, ||Nā ||aegu, on 1 September, with the project introducing a new approach to how local music can be supported and purchased.

The album's lead single, Gagaia, featuring Rapheal, will form part of the campaign leading up to the release. The collaboration brings together DJ Underwater's production style and Rapheal's sound.

DJ Underwater has built his reputation through collaborations with several established Namibian artists, including Dik Bones, Jericho, Gazza, Kid Mario, Tswazis, Rapheal, Marvtown, Dixon, Lil Swaartbooi, CJay and Mr Green.

For the release of ||Nā ||aegu, DJ Underwater and Alien Art Studios are targeting 4 000 album purchases at N$50 each, with a gross sales target of N$200 000.

The team is currently engaging digital-payment platforms, including MTC Maris, Nedbank Wallet, BlueWallet and EasyWallet, with the intention of securing an exclusive digital sales partner through which consumers can purchase the album.

The campaign is built around the message: 11 tracks, N$50, 4 000 buyers and a N$200 000 target.

Rather than relying solely on streams and online views, the campaign aims to encourage Namibians to directly support local musicians by purchasing their work.

“We want to challenge people to do more than just listen to Namibian music. We want them to own it and support the people who create it,” the team behind the project said.

From Gagaia to ||Nā ||aegu

The album campaign will centre on Gagaia featuring Rapheal, with DJ Underwater scheduled to take part in radio interviews, media engagements and promotional activities ahead of the album's release.

The campaign will also include behind-the-scenes content, producer stories, artist collaborations, social media activations, influencer campaigns and a public countdown towards the 4 000-copy target.

DJ Underwater will also be available for interviews to discuss his journey as a producer, the making of ||Nā ||aegu, his collaboration with Rapheal, the story behind Gagaia and his vision for the future of Namibian music.

Alien Art Studios is supporting the project with marketing, communications and the commercial rollout of the album.