After a decade of anticipation (iTunes was first introduced in the US in 2001), the mobile demigod finally saw fit to bestow access to an affordable and convenient alternative to piracy or compact discs to no fewer than 56 new territories in 2012.

This, I believed, would be the final solution to the conundrum of plummeting South African music sales revenue. It would be the straw to break the camel’s back, so to speak, by giving local and international artists a platform to reach the connected masses at roughly R8.99 per track.