“For People on the Move”
Prepared for: Gautrain Management Agency – Marketing & Communications
Prepared by: Papkrast Group
Category: Audio Branding / Sonic Identity
Date: 12 December 2025
1. EXECUTIVE SUMMARY
Papkrast Group proposes the creation of an original, culturally relevant audio branding song titled “For People on the Move”, designed to function as a long-term sonic asset for the Gautrain brand.
Unlike a once-off jingle, this project is positioned as strategic audio branding, a sound identity that reflects movement, reliability, aspiration, and modern urban life in Gauteng.
The composition draws from Amapiano, South Africa’s most influential contemporary genre, ensuring immediate cultural resonance while maintaining a premium, corporate-safe sound aligned with Gautrain’s brand stature.
2. WHY AUDIO BRANDING
Modern brands are increasingly recognised not only by visuals, but by sound.
Audio branding:
Builds emotional recall
Humanises infrastructure and transport systems
Creates consistency across platforms
Increases memorability and commuter connection
For a transport brand whose promise is movement, efficiency, and progress, sound becomes a natural extension of the experience.
“For People on the Move” is designed to:
Reflect the rhythm of daily commuters
Celebrate progress and purpose
Reinforce Gautrain’s positioning as a premium, forward-thinking mobility brand
3. CREATIVE DIRECTION
Song Title
For People on the Move
Musical Style
Amapiano (mid-tempo, refined, minimal log drums)
Warm chords, subtle groove, non-intrusive
Suitable for repeat listening and long-term use
Lyrical Approach
Multilingual (English, isiZulu, township vernacular)
Aspirational, inclusive, forward-looking
“Gautrain” featured intentionally and respectfully
No slang that dates the song prematurely
4. DELIVERABLES
Original creative concept & sonic strategy
Professionally written brand-aligned lyrics
Original Amapiano composition
Vocal recording (lead + background harmonies)
Mixing and mastering to broadcast-ready quality
Final master audio files (WAV & MP3)
5. PRICING STRUCTURE
OPTION 1: PILOT AUDIO BRAND CONCEPT
Fee: R6,600
This option is ideal for testing the concept internally or in limited digital use.
Includes:
One full song version
Single master edit
Limited usage license (see Licensing section)
Recommended Use:
Internal presentations
Digital & social media
Concept testing and audience feedback
OPTION 2: FULL AUDIO BRANDING PACKAGE
Fee: R28,500
This option positions the song as a core Gautrain audio asset, suitable for campaigns and long-term branding.
Includes:
Full song version
30-second branded edit
15-second branded edit
Instrumental version
Extended mixing & mastering
Priority revisions (up to 2 rounds)
Extended licensing rights
Recommended Use:
Marketing campaigns
Brand videos
Station or event environments
Long-term brand storytelling
6. LICENSING & USAGE RIGHTS
Ownership
Papkrast Group retains authorship and composition rights.
Gautrain receives a non-exclusive commercial usage license under the selected option.
Usage Scope
Pilot License (Option 1):
Digital & internal marketing use
Non-broadcast
Non-paid media
No sublicensing
Full License (Option 2):
Digital, broadcast, and promotional usage
Paid media and campaigns
Events and activations
Unlimited duration within Gautrain-owned platforms
Any usage beyond the agreed scope (e.g. national TV advertising, third-party licensing, resale) may be negotiated separately.
7. TIMELINE
Creative approval: Day 0
Production & recording: 5 to 7 working days
Final delivery: Within 10 working days
8. PAYMENT TERMS
50% deposit on approval
50% on final delivery
Invoice issued by Papkrast Group
9. CONCLUSION
“For People on the Move” is a sonic expression of Gautrain’s role in the daily rhythm of Gauteng.
This proposal offers Gautrain the opportunity to own a culturally relevant, emotionally resonant audio identity that strengthens brand connection today and into the future.
