EPISODE · Apr 28, 2026 · 1H 12M
The Digital Sound Revolution: How Technology Is Transforming Music in Advertising
from MAD Conversations · host The Adverbe
The rules of music in advertising have changed. The question is whether brands, agencies, and artists are ready.In this episode of MAD Conversations, Abeiku Dadson sits down with Eli-Daniel Wilson, a digital strategist and marketing leader whose career has taken him from building one of Ghana's first influencer marketing platforms to leading brand strategy across West Africa at Publicis Groupe.They go deep on what it really took to launch Whoopro alongside Kelvyn Boy's Black Star album, why that campaign was years ahead of its time, and what it tells us about how music and digital marketing have converged. Eli-Daniel also breaks down the thinking behind the award-winning Mikakrawa campaign for Prudential Bank, how to decide between riding a trending sound and commissioning an original one, and what the rise of AI-generated music means for the advertising industry.This is not a conversation about theory. It is a conversation about decisions, strategy, and what it means to build something in a market that is still figuring itself out. MAD ConversationsMarketing. Advertising. Digital. Design. Ghana’s commercial creativity - documented.Enjoyed this episode? Leave a review on Spotify - it helps more people find the show.Connect with Abeiku:LinkedIn: /samuel-adFollow MAD Conversations:Instagram: /mad.conversations_Facebook: /14zri1aebddTikTok: /mad.conversationsX: https://x.com/MADConversationListen on:Apple Podcasts: https://podcasts.apple.com/gh/podcastSpotify: https://open.spotify.com/show/1M5ojvMWebsite: https://adverbemedia.com/shows/mad-co Chapters 0:00 Intro4:00 Building an influencer marketing platform in the heart of COVID14:00 Partnering Kelvyn Boy24:00 Measuring Success32:00 The Mikakrawa Campaign41:00 Trending Sounds vs. Original Music49:00 TikTok-Ready Jingles and the Fight for Attention in a Scrolling World56:00 AI Is Coming for the Jingle1:03:00 Brands and Agencies in the Age of AI1:08:00 Music in Ghanaian Advertising by 2036
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The rules of music in advertising have changed. The question is whether brands, agencies, and artists are ready. In this episode of MAD Conversations, Abeiku Dadson sits down with Eli-Daniel Wilson, a digital strategist and marketing leader whose career has taken him from building one of Ghana's first influencer marketing platforms to leading brand strategy across West Africa at Publicis Groupe. They go deep on what it really took to launch Whoopro alongside Kelvyn Boy's Black Star album, why...
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The Digital Sound Revolution: How Technology Is Transforming Music in Advertising
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