Catherine Lückhoff is passionate about music, mobile, big data, start-ups and innovation in Africa, and has worked extensively with operators, OEMs, corporates and brands throughout the continent.

An entrepreneur at heart, NicheStreem is her third company. Founded in 2015, the company builds music streams for niche markets. Its first stream, Liedjie, is dedicated to Afrikaans music.

In her career Catherine has been named one of the Mail & Guardian’s “200 Young South Africans”; was recognised in the Topco Top Women in Business and Government; included in the first Old Mutual Do Great Things start-up guide and most recently featured in the Sunday Times Women in ICT report.

She has spoken on a variety of topics ranging from how content drives the uptake of technology to African music streaming services, to innovation in Africa at conferences across the globe including SXSW, Midem, Tech4Africa, Social Media Week Lagos, GSMA Connected Women, #FastForward, NetProphet and MLOVE. She is passionate about mentoring and does so for programmes such as TechStars, Sw7, Launch Weekend, Innotech and Spark-Up.

Catherine is a nominated member of the African Leadership Network and a judge for the GSMA Glomo Awards. Follow her musings on @Cluckhoff.

Please tell us a little more about NicheStreem and how it came about.

The inspiration for NicheStreem was sparked by a number of things however the biggest driver is the underlying belief that there must be a way to make music streaming profitable. Looking at my own listening behaviour I realised that we all tend to listen to the music we love repeatedly. The idea of 40 million tracks doesn’t excite me. What does make me happy is the idea of having unfettered access to all the music I already love and discovering music I didn’t yet know I would enjoy. Something akin to picking and paying only for the TV channels that excite you. So I decided to build my own music-streaming platform – one that will offer fans a home for the music they love, at a fraction of the cost while still earning enough revenue to pay artists and make a profit.

The result is NicheStreem, a full stack tech platform that focuses on building targeted, profitable music streams. NicheStreem is purpose built to support multiple streams: each branded, curated and promoted to a specific audience. The focus is on emerging markets where there is a need for affordable, curated music solutions, and where music and cultures are intrinsically linked.

We love the idea of Liedjie, please tell us a little more about it. is the first stream in the NicheStreem stable. It was launched in February 2016 and is available on Android, web and iOS at R49.99 p/m for unlimited, add free on demand listening with offline capabilities. Liedjie is the first dedicated Afrikaans music streaming service and features 40k+ music tracks and 1000+ human curated playlists. It is the home of Afrikaans music and since launch has delivered 350k music tracks to fans of the genre.

Who is you favourite Afrikaans band?

Wow, there are so many to choose from! I really love listening to Die Heuwels Fantasties, Karen Zoid and Luna Paige.

What are you passionate about?

My work! I really love what I do. I am also an avid reader, traveler, eater (especially when my boyfriend cooks!) and hiker. I try to climb Lion’s Head at least twice a week.

Who or what has been the biggest influence in your life and why?

Everyone I have ever had the privilege of loving. To love and be loved is one of the greatest gifts of all.

Who or what is your inspiration and why?

People with grit and courage. Giving up is easy. To keep on keeping on is the true test of character.

What is your personal motto?

Be the best person you can be. Cheesy, I know, but true.

What advice would you give a woman wanting to follow her dreams?

“Whatever you can do or dream you can, begin it; Boldness has genius, power, and magic in it.” ~Attributed to Johann Wolfgang von Goethe.

What are your top 3 business tips?

1. Focus: Relentlessly cut back on commitments and focus only on the things that truly move the needle.
2. Always employ people who are smarter than you.
3. Never give up.

What would you say is the secret to your success?

I am not afraid to ask for help.

What advice would you give to Entrepreneurs seeking funding?

You raise partners, not money. Be sure to pick the right ones.

Your favourite quote:

”There are some days when I think I’m going to die from an overdose of satisfaction.” ~Salvador Dali.

Your favourite daily affirmation:

Don’t die. #kiddingnotkidding!

What advice would you give your younger self?

Trust your gut. Travel more. Don’t be afraid to love.

Which book are you currently reading?

The Hidden Life of Trees: What They Feel, How They Communicate – Discoveries from a Secret World by Peter Wohllebens.

What book can you read over and over again?

None. There are too many good books to read and far too little time).

One general piece of advice you would like to share:

Be nice.

Is there anything that Xtraordinary Women can do to assist you on your journey?

Just being featured is already and honour, thank you. Keep up the good work!.

Contact Information:
Twitter: @cluckhoff  | @nichestreem@LiedjieMusiek