Absolut residence programme to “Transform Today”
Absolut South Africa has launched the Absolut residence programme aimed at nurturing creativity in Johannesburg.
Aimed at celebrating creativity and the impact of contemporary art, the Transform Today: The Absolut Experience is an artist residency programme taking place in the Maboneng Precinct. The ambitious residency programme began on 4 May and is aimed at giving emerging artists an opportunity to explore their creativity and confront the challenges experienced in the surrounding community.
According to Shirley Mabiletja, brand manager of Absolut South Africa,the selected artists will reside in the precinct for two weeks and will be fully immersed in the environment, doing projects that will impact the area and allow them to add their collective voice to the South African story.
The residence programme was the brainchild of Absolut South Africa and it’s digital agency, Native VML.
“What we are introducing in South Africa is an artist residency unlike any other, with participants originating from a variety of creative disciplines. We have selected artists and creatives who will bring the innovative spirit to do this initiative justice,” she said.
She added that Absolut decided to embark on this programme in an effort to creatively contribute to the urban renewal taking place in the city of Johannesburg.
“Creativity has the power to affect meaningful change and the Johannesburg CBD is a perfect example of this,” she said.
Ryan McManus, Executive Creative Director of the digital agency Native, also explained the value of the programme and how the artists will impact on contemporary art in society today.
“Through this programme we’re empowering some of SA’s freshest creatives to solve real inner-city challenges in innovative and inspiring ways,” he explained.
Artists selected for the programme are Breeze Yoko, Io Makandal, MJ Turpin, Linzi Lewis, Bogosi Sekhukhuni and R1, a street artist.
Mabiletja explained that the thinking behind selecting the artists was to find artists who were fresh and authentic and who were able to transform the ordinary into the extraordinary.
“We are excited about what type of ‘Absolut’ transformations this initiative will bring to the Jozi CBD. It is through creativity and curiosity that we are able to bring about change, and ultimately ‘Transform Today’,” she said.
The programme will run until 18 May and there will be a Youtube channel and blog chronicling all the artists’ journeys during the two weeks. To follow these artists’ journeys, go to The Blog: www.absolutres.co.za, Facebook: www.facebook.com/AbsolutSA , or Twitter: www.twitter.com/absolutSA
