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South African startup NicheStreem has launched music streaming service Liedjie, dedicated entirely to Afrikaans music and launched in partnership with mobile communications service WeChat.

Disrupt Africa reported in July NicheStreem was beta testing Liedjie ahead of its full launch, and planned to use the platform as a proof of concept for other streaming services aimed at niche genres.

Liedjie is now live, with users able to follow the NicheStreem account on WeChat, register, and use the service for the first three months free of charge, sponsored by WeChat. An Android app will launch in the next few weeks, followed by an iOS app in January.

Catherine Lückhoff, founder and chief executive officer (CEO) of NicheStreem, told Disrupt Africa Liedjie is the first music streaming service dedicated entirely to fans of Afrikaans music.

“It’s quick and easy and give users access to a world of Afrikaans music. Playlists have been curated specifically with Afrikaans music fans in mind and our database of music tracks continues to grow,” she said.

The Liedjie promo teams will be activating at key Afrikaans music shows across South Africa in December and January, and working closely with labels and artists to help them promote their music via the service.

“NicheStreem’s mission is to identify underserved markets where the music and culture are intrinsically linked and to offer these fans curated music-streaming solutions that meet their specific needs – a home for the music they love. Liedjie is our very first stream and is proudly South African,” said Lückhoff.

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