Khuli Chana broadens Absolut partnership with One Source Live – a festival of African creativity
“We can really change the way the world sees Africa” #BeAbsolut
One Source Live video: https://youtu.be/ZPUfHHw4Bpc
Africa is in the midst of a creative revolution. A new breed of artists, musicians, and fashion designers is changing how the world sees and thinks about Africa and its people.
Absolut and Khuli Chana continue their collaboration, this time bringing together a heroic league of international artists from across the continent to celebrate and advance Africa’s creative revolution at One Source Live (OSL).
On March 24, 2018, leading African creative revolutionaries in music, fashion and art will gather in Johannesburg for a spectacular all day live event with multiple stages, performances and collaborations geared at re-writing Africa’s story.
Presented by Absolut, One Source Live builds on the momentum created in 2016 when Absolut brought Khuli Chana together with other leading Pan-African artists to produce Africa’s most collaborative album and video, One Source. It became the best selling record on iTunes.
One Source Live will witness the collaborative rise of Five Creative Revolutionaries led by award winning rap-star Khuli Chana (South Africa / Music) standing alongside Sho Madjozi, (South Africa/ Music), Trevor Stuurman, (South Africa / Fashion) Fabrice Monteiro, (Senegal-Benin /Fashion, art), and Osborne Macharia, (Kenya/ Photography). One Source Live portrays the five as the superheroes – heroic avatars inspired by Africa’s history, mythology, and bright futures.
Behind the campaign is also a call for all Africans to join the creative revolution and change the way African creativity is represented online.
This aims to replace the dominance of curio images with a true reflection of African creativity with more images of contemporary African art. People can visit OneSourceLive.com to get involved.
Absolut Ambassador and Creative revolutionary, Khuli Chana says: “OSL, being a platform for the growing unification of African creatives, is a perfect opportunity for me to fulfill a long-standing dream of mine to display Africa to the world in the most majestic and powerful way possible. This project defines what being a creative revolutionary means to me – the courage to unite in the face of all physical, cultural, and political boundaries and differences as Mama Africa’s offspring and make her shine, to make her proud, to make her smile.
This is a very important part of the African Renaissance. Africa’s creative awakening is ushering in a new era in World Entertainment and in the Global Arts Sector at large.
As we unite, grow, and progress creatively, we influence the world and share the greatest and most effective inspiration the world has ever experienced. I’m proud to be an African leader in my own right and to be championing the advancement of African brilliance in our lifetime.”
Iris Le Berg, Global Marketing Manager at The Absolut Company says: “Absolut has a long history of supporting artists and standing up for the rights of “communities;” whether it will be LGBT or female power/rights. One Source Live underscores our believe that creatives are the real leaders that can rewrite and recreate the kind of change that modern Africa is poised to own. We are bringing these creative revolutionaries together to highlight Africa as the creative engine of the world. One Source Live is a movement that promotes a proud and authentic African identity by reminding people that we all come from One Source.”
The Absolut Company has the worldwide responsibility for the production, innovation and strategic marketing of Absolut Vodka, the world’s fifth largest spirits brand. Every bottle of Absolut Vodka comes from one source, Åhus in southern Sweden. This ensures that the vodka is produced with a climate neutral process that is environmentally sustainable.
Absolut is a leading brand that support progressive course by communities like LGBT rights, and celebrates African creativity by enabling ground breaking collaborations among Africa’s new breed of creative revolutionaries. The Absolut Company is a part of Pernod Ricard, which holds one of the most prestigious brand portfolios in the sector
About One Source Live
One Source Live is an event that celebrates African Creativity by bringing together a list of African artists, musicians, fashion designers and photographers to collaborate. Led by Absolut Ambassador and Creative revolutionary Khuli Chana, these artists are coming together to tell a new, uplifting, and positive story about Africa as the creative engine of the world. One source Live is inspired by ABSOLUT Vodka’s one source philosophy. Unlike most other vodkas, Absolut is entirely produced from one source in Ahus, Sweden. Hence, OSL aims to remined people that we all come from one source, Africa; the one source of humanity and the source of creativity.