The audio content platform, Noice, announced strategic investment with undisclosed value from RANS Entertainment of Raffi Ahmad and Nagita Slavina. RANS will present original podcast content exclusively on the Noice platform as an early stage of its strategic partnership, .
On the general note, RANS Entertainment is an entertainment content company that houses various business lines, from RANS Music, RANS Sportainment, RANS FC, RANS Basket, RANS e-sports, and RANS Beauty. Currently, RANS Entertainment has more than 100 million followers and subscribers on various social media networks.
RANS has started to enter the startup ecosystem by forming RANS Ventures. Its first two portfolios are Upbanx and VCGamers.
Previously, Noice has secured a pre-series A funding round led by Alpha JWC Ventures and Go-Ventures with participation of Kinesys Group and Kenangan Kapital in 2021.
Meanwhile, Alpha JWC Ventures, Kenangan Kapital, and Kinesys Group have participated in Noice’s seed funding.
In the official statement, Noice’s CEO, Rado Ardian said that RANS’ position as a media powerhouse in Indonesia can enrich the content and open up opportunities for collaboration with talents under RANS Entertainment and RANS Music.
“This funding will be used to develop quality content for Indonesian people. With RANS as a strategic partner, the way to develop an audio content ecosystem in Indonesia through cross-platform content, both visual to audio and vice versa, will be more effective,” Rado said.
Through this partnership, Noice users can access RANS Entertainment’s new content exclusively. In addition, RANS Entertainment will use the Noice Live feature to interact directly with their fans. Noice Live is a social networking feature in audio format that allows real-time interaction between creators, listeners, musicians, fans, and experts.
RANS Entertainment’s Front-man, Raffi Ahmad added, “The business run by Noice is in line with RANS Entertainment’s vision and mission, to develop a digital content ecosystem and creative industry in the country. It makes us very interested to invest in Noice.”
Currently, Noice records around 20,000 podcast episodes with a total user time listening to content of more than one billion minutes. Noice has more than 1.5 million users and more than 300 content creators.
Hyperlocal strategy
Noice is committed to creating an ecosystem of quality audio content in Indonesia, by presenting the most complete multi-vertical audio, such as podcasts, audiobooks, radio, and live audio.
In DailySocial’s previous interview with Rado Ardian, he always emphasized the hyperlocal strategy as the value proposition of this services to become a home for audio content in Indonesia.
This strategy puts forward local aspects of Indonesian and regional languages with relevant topics in each region. He said, the podcast and non-music audio industry keeps growing, but the platform for providing quality non-music audio content is still very limited.
With a diversified line of business and a large fan base, Noice’s collaboration with RANS Entertainment can be the right strategy to dominate local podcast content. And this might not be Noice’s last exclusive collaboration with a similar company.
Moreover, over the last few years, Indonesian public figures and celebrities have started to form its own entertainment channels by utilizing social media networks, such as YouTube and Instagram. Their number of followers and subscribers is quite large. This trend is also in line with the increasing use of smartphones and the reduced intensity of Indonesian people watching television.
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Original article is in Indonesian, translated by Kristin Siagian
