South Africa, Oct. 12 -- Metane explains how music artists are actually CMOs, as they understand the channels more than brands and marketers do. This is why they have the reach that they have.

"Music roots us and opens us up, it reminds us of environments, spaces, and places." He says you need to consider music strategy because the wrong music for the best piece of content can be its downfall. You need the music to connect.

For him, the future of media is music. He uses the example of the brand gap in the United States that is promoted by a young boy band. They understand that you don't need a big-name band, but building with someone has longevity, and then these artists are going to promote in the malls.

Music drives traffic in the st...