Miway today announced the official launch of a new Amapiano track created in collaboration with emerging local artist, DJ Nastor. The song will debut across social platforms as the insurer expands its culture-led approach to brand building.
Listen to the track here!
Betty Dube, Executive Head of Brand and Marketing at Miway, says this concept solidifies Miway’s commitment to meeting consumers where they are – in their lifestyle expression, in shared musical moments and in the everyday way that shape South African life.
“South Africans don’t experience culture in boardrooms and meeting rooms; they experience it on the street, with friends, and music is always in the centre of it all,” says Dube. “With Amapiano having become a unifying element in the country’s social fabric even beyond our boarders, we believe this collaboration speaks directly to how we want to show up: present, culturally aware and willing to engage with our customer in new ways.”
The song will be released primarily through social media, starting with a TikTok challenge designed to tap into the dance-driven culture that has propelled Amapiano’s rise. Dube believes this approach reflects how music now gains traction in South Africa, with social platforms often breaking new tracks before traditional radio.
“We want to launch the track in the same way that South Africans discover new music today,” she explains. “December in South Africa is about movement, dance and celebration. The track gives us a fresh way to engage customers while creating something fun and memorable that still ties back to the brand. Over time, we see opportunities to integrate this music piece into our advertising and other creative work, giving it life beyond the festive season.”
Miway has partnered closely with DJ Nastor, who attended the launch event and will perform the song live at upcoming Miway year end function.
Speaking about the collaboration, DJ Nastor says the collaboration allowed him to explore a new direction for music-led brand storytelling. “This isn’t just a song, it’s the start of a new way for brands to communicate with their audience. We set out to blend modern production with a simple, memorable hook that genuinely draws attention. The goal was to create a track that feels fresh and enjoyable, something that doesn’t sound like an advert but still carries the brand’s message with clarity. Its music designed to lift the mood, stay in your head, and give the brand a sound that people instantly recognise.”
He added that Miway’s openness to innovation set the tone for a perfect, long-term partnership. “This track marks the beginning of a much bigger vision where music doesn’t just support advertising, but drives it, and where a soundtrack isn’t a cost line but a cash-generating brand asset. Thank you to Miway for being bold enough to help us shape the future of how brands can truly turn sound into sales.”
The track will be available to the public from today, marking the start of Miway’s festive season cultural engagement.
