Kiernan “AKA” Forbes, the iconic South African rapper who tragically passed away at the age of 35, was not just known for his musical talents but also for his innovative use of digital platforms throughout his career. Over more than a decade in the industry, AKA harnessed the power of technology to expand his influence, connecting with fans and revolutionizing music distribution in South Africa. One of the early signs of his forward-thinking approach was the 2010 video for his hit single I Want It All.
The video, which featured a young boy using a pair of goggles to experience AKA’s performances and adventures, introduced a concept years ahead of its time—an immersive experience akin to virtual reality. This was released almost a decade before VR became mainstream.In 2009, AKA also released his mixtape 24/7/366 exclusively online, making him one of the early adopters of digital music distribution in South Africa. This move helped him connect with a broader audience and laid the foundation for his successful use of digital channels throughout his career.As his fame grew, so did his digital presence. From 2011 onwards, AKA’s music releases were always “digital first,” using platforms like Twitter, iTunes, and Spotify to promote his work. His strong social media presence helped him maintain a dedicated fanbase while reaching new listeners globally.
His online engagement wasn’t limited to music promotion; he became a cultural figure, often sharing personal moments and interacting with fans, making his social media presence essential to his brand.AKA’s business acumen also extended into the digital realm. In 2017, he launched Beam Digital, a platform designed to help creatives and artists connect with their audience and monetize their work. The platform offered a suite of tools, including a mobile messaging service, an online music store, and a digital currency solution. This initiative reflected his commitment to empowering others in the creative industry through digital channels.AKA continued to push boundaries with the 2018 launch of the “AKA Beam World App” in collaboration with Vodacom.
This app gave fans exclusive access to AKA’s music, news, and behind-the-scenes content, allowing him to directly engage with his audience in a way few artists had done before.The COVID-19 pandemic saw other artists struggling to adapt, but AKA quickly seized the opportunity to innovate. In 2020, he launched AKATV, a subscription-based app offering fans exclusive content such as unreleased music, live shows, and even cooking segments. This creative use of digital platforms not only provided entertainment during the lockdown but also allowed AKA to maintain a connection with his fans.Even in his final days, AKA continued to leverage digital technology to promote his upcoming album Mass Country. Just before his untimely death, he launched a WhatsApp hotline to share exclusive information with his fans, ensuring his digital legacy would live on.
From his early digital releases to the innovative strategies he employed later in his career, AKA demonstrated a deep understanding of the intersection of music, technology, and business. His ability to adapt and innovate ensured his relevance in an ever-changing industry and solidified his place as not only a musical icon but also a visionary. His legacy, both in music and digital media, will continue to inspire future generations.
