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Absolut Vodka Targets the South African Market Through Festivals that Celebrate Homegrown Creative Materials




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Creative in various fields of music, fashion and art gathered on Saturday recently in downtown Johannesburg, to witness the follow-up of a South-African exclusive event inaugurated by Swedish vodka producer Absolut. With headliners ranging from Nigerian artists D 'Banj to South African female rap sensations Sho Madjozi, Absolute & # 39; s One Source Live festival aims to unite the best in pan-African creative space. At present, South Africa is Africa's second largest economy – after Nigeria, ahead of Egypt – with a GDP of $ 349.3 billion according to an IMF report.

A participant in the second edition of Absolute's One Source Live Festival in Johannesburg, South Africa.Tim van Rooyen

"The biggest thing for us is having a creative African narrative. A lot of creativity that is celebrated locally comes from music. Often art, fashion and design are ignored. So we see music as a launching pad, while we carry other disciplines too, "said South Africa Absolute Brand Manager, Mongezi Sokanyile.

"One Source" is a reference to vodka brands produced from one source in Ahus, Sweden. This event occurred at a time when world interest in general relating to fashion, music and contemporary dance in Africa seemed to be at an all-time high. Millennium, fashion-forward, residents of Johannesburg make up most of the event participants. An event, which is high on both street style and, & ccedil; aa sans dire, vodka for sale.

The scene in the second edition of Absolut & # 39; s One Source Live festival in Johannesburg, South Africa.Tim van Rooyen

The festival based in Johannesburg lasts for one day. The advertising campaign built around the event focused on a group of pan-African talents, who were considered as creative revolutionaries by the vodka brand. This includes South African rapper Khuli Chana; Kenya Osborne Photographer Macharia; Senegalese photographer, Fabrice Monteiro; and South African multimedia artist Trevor Stuurman. Performances that take place at festivals – from music to choreography, photography, installations, and fashion – are performed in several rooms on property 1 Fox Street. There is Absolute Art Bar- & nbsp;curated art and performance space during the day, which turns into the main stage after dark. & Nbsp;Stage of Discovery, saw Sho Madjozi & nbsp;held a series of performances and live recordings of new collaborations with new artists.

South African Absolute Brand Manager, Mongezi Sokanyile concluded, "We like artists who are not afraid to make bold statements. Osborne, for example, talked about how Africa would be untouched. It's about finding these linchpins and building platforms around them. The feedback we receive about this – especially from advertising – is that they feel refreshed to see brands put shares on the ground and defend something. "

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Creative in various fields of music, fashion and art gathered on Saturday recently in downtown Johannesburg, to witness the follow-up of a South-African exclusive event inaugurated by Swedish vodka producer Absolut. With headliners ranging from Nigerian artists D 'Banj to South African female rap sensations Sho Madjozi, Absolute & # 39; s One Source Live festival aims to unite the best in pan-African creative space. At present, South Africa is Africa's second largest economy – after Nigeria, ahead of Egypt – with a GDP of $ 349.3 billion according to an IMF report.

A participant in the second edition of Absolute's One Source Live Festival in Johannesburg, South Africa.Tim van Rooyen

"The biggest thing for us is having a creative African narrative. A lot of creativity that is celebrated locally comes from music. Often art, fashion and design are ignored. So we see music as a launching pad, while we carry other disciplines too, "said South Africa Absolute Brand Manager, Mongezi Sokanyile.

"One Source" is a reference to vodka brands produced from one source in Ahus, Sweden. This event occurred at a time when world interest in general relating to fashion, music and contemporary dance in Africa seemed to be at an all-time high. Millennium, fashion-forward, residents of Johannesburg make up most of the event participants. An event, which is high on both street style and, ça va sans dire, vodka for sale.

The scene in the second edition of Absolut & # 39; s One Source Live festival in Johannesburg, South Africa.Tim van Rooyen

The festival based in Johannesburg lasts for one day. The advertising campaign built around the event focused on a group of pan-African talents, who were considered as creative revolutionaries by the vodka brand. This includes South African rapper Khuli Chana; Kenya Osborne Photographer Macharia; Senegalese photographer, Fabrice Monteiro; and South African multimedia artist Trevor Stuurman. Performances that take place at festivals – from music to choreography, photography, installations, and fashion – are performed in several rooms on property 1 Fox Street. There is Absolute Art Bar- curated art and performance space during the day, which turns into the main stage after dark. That Stage of Discovery, saw Sho Madjozi held a series of performances and live recordings of new collaborations with new artists.

South African Absolute Brand Manager, Mongezi Sokanyile concluded, "We like artists who are not afraid to make bold statements. Osborne, for example, talked about how Africa would be untouched. It's about finding these linchpins and building platforms around them. The feedback we receive about this – especially from advertising – is that they feel refreshed to see brands put shares on the ground and defend something. "


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