The Market Opportunity

500%+

Growth in SA artist Spotify royalties since 2017, with R400M+ paid out in 2024 alone, more than double 2022.

(Spotify Loud & Clear)

1.1 Billion

54%

220 Million

Times South African artists were discovered by first-time listeners on Spotify in 2024, a 55% YoY increase.

(Music in Africa)

YoY increase in Spotify royalties paid to South African artists in 2024, reaching $21M from Spotify alone.

(Market Screener)

User-created playlists on Spotify that now feature at least one South African artist, previously unimaginable.

(Spotify 2025)

Demand is exploding. Current supply is inadequate. Let's build an engine for tomorrow.

Global audiences stream South African music for more than 600,000 hours every single day, yet the infrastructure to produce the next generation of commercial songs barely exists.

Writing camps happen sporadically, emerging writers are locked out until they have already succeeded, and there is no structured system for sourcing commercial songs at scale.

We are uniquely positioned to build the continents premier pipeline for hitmakers by utilising our access to SA's premier songwriting legends, as well as our vast network of promising future hitmakers.

A World-Class Songwriting Academy. Built for Commercial Impact

Sonic Story House selects roughly 50 of South Africa's most promising emerging songwriters per cohort, pairs them with the country's most respected commercial writers as mentors, and runs structured 6-month programmes that deliver first refusal on 150+ commercially viable songs and 10 to 20 signable high-potential hitmakers per cycle.

150+

~20

Singable High-Potential Hitmakers

Songs written

6 Months

Programme Duration

Exclusive Access. Before the Market Gets There.

Labels and publishers sponsor Sonic Story House in exchange for exclusive first-refusal rights on every song and writer produced, before any other label, publisher, or investor sees them.

A fully legal, compliant mechanism to access high-potential talent and IP at the earliest possible stage.

For Sponsors

Building the Market. Not Just Participating in It.

Sonic Story House is a Xarra Creative Capital initiative, same founders, same values, same long-term vision. While the Xarra fund invests in artists ready to scale, Sonic Story House builds the writers and songs that will power the next generation of those artists.

Both initiatives share the same goal: a deeper, more commercially capable, and more equitable African music market, where talent is no longer locked out for lack of access, and where the value created stays closer to the creators.

Our services

Provide a general summary of the services you provide, highlighting key features and benefits for potential clients.

Service title

Write a short text about your service. Highlight key benefits for potential clients.

Service title

Write a short text about your service. Highlight key benefits for potential clients.

ⓘ Xarra Creative Capital is a Banana Cartel Company. All rights reserved.

support@xarracreative.capital