Give Back The Radio launched in 2003 at a time when South African radio was dominated by international music, leaving local artists largely unheard. Rather than complain, we turned it into a movement, pushing radio stations to increase their quota of South African music and reclaim the airwaves for homegrown talent.

The campaign was deliberately DIY and guerrilla, built around community, street teams, and fan participation. It wasn’t about marketing a band, it was about building momentum and cultural pressure.

We created Give Back The Radio boxes, designed like old-school radio packaging, and distributed them to radio stations, record labels and at gigs. Each box included a booklet explaining the campaign, a T-shirt, sticker propaganda, and the album itself. Direct mail, but crafted with intent and quality.

The impact was real. Radio stations across the country increased their local music quotas, and the campaign helped lead to the band being signed and nationally distributed by Universal Music.