RANS Entertainment, a major content firm formed by celebrity couple Raffi Ahmad and Nagita Slavina, who have over 100 million followers on numerous social media networks, has announced its newest strategic investment in NOICE, a multi-vertical audio platform for Indonesian listeners.
Aside from financial assistance, the investment will kickstart the two parties’ partnership. As a result, Ahmad, Slavina, and their son Rafathar will create a variety of unique podcast content and programmes that will be exclusively available on NOICE. Through cross-platform content consumption, NOICE’s content bank of over 20,000 podcast episodes will be strengthened, and a high-quality audio content ecosystem in Indonesia will be created.
“Shortly, NOICE users can access a variety of content by RANS family, available exclusively on NOICE app. RANS will also help us to strengthen our content lineup and open more collaboration opportunities with talents from RANS Entertainment and RANS Music,” said NOICE CEO Rado Ardian.
RANS Entertainment is quickly growing into various lifestyle segments, such as RANS Music, RANS Sportainment, RANS FC, RANS Basket, RANS e-sports, and RANS Beauty.
NOICE began streaming local audio material, like radio, music, audiobooks, and podcasts, to registered listeners across the archipelago in June 2018. Its live component offers an audio-based social networking experience with real-time interaction between artists and listeners. NOICE claims to have over 1.5 million members, over 300 content creators around the country, 100+ original shows, and over one billion minutes of streaming time to date.
According to eMarketer’s 2019 statistics on digital audio listenership and voice assistant usage, the digital audio listener base in Indonesia, Malaysia, the Philippines, Singapore, Thailand, and Vietnam reaches 300 million. As a result, the region’s audio content business has accelerated dramatically in recent years.
“As Indonesians spend about seven hours and 59 minutes online daily, the screen fatigue is real with 56 percent of Gen Zs and Millennials in Indonesia telling us that there is too much visual stimulation today and that audio is a nice escape from it,” Spotify noted in its research.
According to a survey performed by Spotify in June 2020, from June 2019 to June 2020, the worldwide streaming platform saw a 149 percent increase in Indonesian subscribers, as well as a 220 percent increase in music streaming across Southeast Asia. NOICE sets itself apart from Spotify by providing hyperlocal in-house content.
NOICE raised an unknown “seven-figure USD” in a pre-Series A financing headed by Alpha JWC Ventures and Go-Ventures in September.
NOICE is also backed by Mahaka Media Group, which was founded by Erick Thohir, Indonesia’s minister of state-owned enterprises.
