ICYMI: Khuli Chana broadens Absolut partnership with One Source Live – a festival of African creativity
JOBURG – OSL aims to replace the dominance of curio images with a true reflection of African creativity with more images of contemporary African art.
A new breed of artists, musicians, and fashion designers is changing how the world sees and thinks about Africa and its people. A creative revolution is taking place.
Building on their very successful 2016 campaign, Absolut and Khuli Chana recently revealed their latest collaboration, this time featuring a heroic roster of artists from across the African continent to celebrate and advance Africa’s creative revolution at One Source Live (OSL).
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At the launch held at Shine Studios in Braamfontein, the campaign announced that Trevor Stuurman and South African superstar Sho Madjozi will be joining Khuli Chana. Beyond South African borders, joining the team will be Senegal’s very own, Fabrice Monteiro, and Osborne Macharia from Kenya. OSL portrays the five as the superheroes – heroic avatars inspired by Africa’s history, mythology, and bright futures.
“OSL, being a platform for the growing unification of African creatives, is a perfect opportunity for me to fulfil a long-standing dream of mine to display Africa to the world in the most majestic and powerful way possible,” explained Khuli Chana.
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“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, make her proud and make her smile.”
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 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.” He also said that as we unite, grow, and progress creatively, we influence the world and share the greatest and most effective inspiration the world has ever experienced.
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“I’m proud to be an African leader in my own right and to be championing the advancement of African brilliance in our lifetime.”
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.
