by Idoreyin Sampson

At the on-going Samsung Africa Forum holding in Cape Town, Samsung announced that it has joined forces with global music giant, Universal Music Group to bring music to mobile users on the continent.

“Samsung recognizes that the African market is very different to that of its European, Asian and American counterparts,” said Thabiet Allie, head of content and services at Samsung Electronics Africa. “We are thus, through our Built for Africa initiatives, focused on building services and partnering with the best local and international content owners, and this partnership is testament to that.”

As the exclusive smartphone partner for the first two years, Samsung, again proves why it remains a global leader on the continent. Users of the Kleek will get access to artists, genres, and celebrity playlists, album previews, artist diaries, music charts, and more.

“With the Kleek, we are not just delivering the best local and international music, we are providing all of Africa with a unique and bespoke user experience,” said Randall Abrahams, managing director, Universal Music South Africa and Sub-Saharan Africa. “The service will also help us focus on developing future stars from across the continent.”

Vivendi’s Universal Music Group goes into this partnership for its potential to reach music fans across Africa.

The Kleek, will initially be free. It is designed and built to bring fans across the continent their favorite music and give artists access to a wider pan-African audience, the music giant said.

“By investing in the Kleek we’re providing a platform for the very best of African talent to reach a wider audience,” said Max Hole, chairman and CEO of Universal Music Group International. “With the explosion of smartphones and other mobile devices, the Kleek has the potential to attract tens of millions of music fans across Africa.”

At the event, which is themed, Journey of Wonders, singer-songwriter Zahara, 25, performed songs from her award-winning debut album “Loliwe”.