Miway 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.
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. With Amapiano having become a unifying element in the country’s social fabric even beyond our borders, 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.
December in South Africa is about movement, dance and celebration. The track gives 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.
The track will be available to the public from today, marking the start of Miway’s festive season cultural engagement.
