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Absolut Vodka Targets South African Market Through Festival Which Celebrates Homegrown Creatives




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The South African-exclusive event was produced by Swedish vodka producer Absolut in the latest edition of Johannesburg in Downtown. With headliners ranging from Nigerian artist D'Banj to South African female rap sensation Sho Madjozi, Absolut's One Source Live festival aimed to bring together the best in the pan-African creative space. At present, South Africa is Africa's second largest economy – after Nigeria – with a GDP of $ 349.3 billion according to IMF reports.

An attendee at the second edition of Absolut's One Source Live Festival in Johannesburg, South Africa.Tim van Rooyen

"The biggest thing for us was to own the African creative narrative. A lot of the creativity that's celebrated locally stems from music. Often art, fashion, and design, are overlooked. So we were looking at music as a launch pad, while we bring along other disciplines as well, "says Absolut South Africa Brand Manager Mongezi Sokanyile.

"One source" is a reference to the brand's vodka being produced from one source in Ahus, Sweden. The event comes at a time when the fashion has been celebrated in Africa with fashion, music, and dance, appears to be at an all-time high. Millennial, fashion-forward, Johannesburg residents made up a significant portion of the event's attendees. An event, that was high on both street style and, & cdsil; a va sans dire, vodka for sale.

The scene at the second edition of Absolut's One Source Live in Johannesburg, South Africa.Tim van Rooyen

The Johannesburg-based festival took place over the course of one day. The ad campaign built around the event focused on a group of pan-African talent, deemed creative revolutionaries by the vodka brand. These include South African rapper Khuli Chana; Kenyan photographer Osborne Macharia; Senegalese photographer Fabrice Monteiro; and South African multimedia artist Trevor Stuurman. Performances taking place at the festival – ranging from music to choreography, photography, installations, and fashion – were staged across multiple spaces on the 1 Fox Street property. There was the Absolut Art Bar- & nbsp;a curated art and performance space by day, which transformed into the headline stage after dark. The & nbsp;Discovery Stage, saw Sho Madjozi & nbsp;hosting a set of performances and live recording of new collaborations with emerging artists.

Absolut South Africa Brand Manager Mongezi Sokanyile concludes, "We like artists that are not afraid to make bold statements. Osborne, for example, talks about the way Africa would be if it was untouched. It's about finding these linchpins and building a platform around it. The feedback we've received about this – especially from creatives – is that they find it refreshing to see a brand in the ground and stand for something. "

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The South African-exclusive event was produced by Swedish vodka producer Absolut in the latest edition of Johannesburg in Downtown. With headliners ranging from Nigerian artist D'Banj to South African female rap sensation Sho Madjozi, Absolut's One Source Live festival aimed to bring together the best in the pan-African creative space. At present, South Africa is Africa's second largest economy – after Nigeria – with a GDP of $ 349.3 billion according to IMF reports.

An attendee at the second edition of Absolut's One Source Live Festival in Johannesburg, South Africa.Tim van Rooyen

"The biggest thing for us was to own the African creative narrative. A lot of the creativity that's celebrated locally stems from music. Often art, fashion, and design, are overlooked. So we were looking at music as a launch pad, while we bring along other disciplines as well, "says Absolut South Africa Brand Manager Mongezi Sokanyile.

"One source" is a reference to the brand's vodka being produced from one source in Ahus, Sweden. The event comes at a time when the fashion has been celebrated in Africa with fashion, music, and dance, appears to be at an all-time high. Millennial, fashion-forward, Johannesburg residents made up a significant portion of the event's attendees. An event, that was high on both street style and, ça va sans dire, vodka for sale.

The scene at the second edition of Absolut's One Source Live in Johannesburg, South Africa.Tim van Rooyen

The Johannesburg-based festival took place over the course of one day. The ad campaign built around the event focused on a group of pan-African talent, deemed creative revolutionaries by the vodka brand. These include South African rapper Khuli Chana; Kenyan photographer Osborne Macharia; Senegalese photographer Fabrice Monteiro; and South African multimedia artist Trevor Stuurman. Performances taking place at the festival – ranging from music to choreography, photography, installations, and fashion – were staged across multiple spaces on the 1 Fox Street property. There was the Absolut Art Bar- a curated art and performance space by day, which transformed into the headline stage after dark. The Discovery Stage, saw Sho Madjozi hosting a set of performances and live recording of new collaborations with emerging artists.

Absolut South Africa Brand Manager Mongezi Sokanyile concludes, "We like artists that are not afraid to make bold statements. Osborne, for example, talks about the way Africa would be if it was untouched. It's about finding these linchpins and building a platform around it. The feedback we've received about this – especially from creatives – is that they find it refreshing to see a brand in the ground and stand for something. "


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