Published on March 16th, 2018 | by Theo Nel
The Absolut customer brand experience taken to a new level at One Source Live
Absolut raises the bar on live marketing and immersive brand experiences at the One Source Live (OSL) festival – a celebration of African creativity with its powerful line-up of musicians, artists, designers and photographers – which takes place in Jo’burg on Saturday, March 24.
OSL is proudly inspired by Absolut Vodka’s one source philosophy.
Unlike most other vodkas, Absolut is produced entirely from one source in Sweden. The aim of the festival, too, is to remined audiences that we all come from one source, Africa; the one source of humanity and the source of creativity.
Led by Absolut ambassador and creative revolutionary Khuli Chana, OSL features everyone from legendary kwaito outfit Bongo Maffin, rap sensation Sho Madjozi, Nigerian reggae-dancehall star Patoranking, gqom music pioneer DJ Maphorisa and some of the freshest rappers and vocalists working on the continent today to leading African creatives such as multimedia visual artist Trevor Stuurman, Beninese artist Fabrice Monteiro and world renowned Kenyan photographer Osborne Macharia.
All are coming together to tell a new story about Africa as the creative engine of the world through the Absolut lens.
Says Iris Le Berg, Global Marketing Manager at The Absolut Company: “Absolut wants to be the leading patron of African creativity. Through One Source Live we will be able to demonstrate the transformative power of creativity and shift how the world views the continent and its people.
“Art is in Absolut’s DNA. In 1986, Andy Warhol became enamoured by the Swedish brand’s apothecary-inspired bottle, declaring: ‘I love the design. I want to do something with it’. And so began a relationship that snowballed into 600 more collaborations with artists. However, we felt that African artists are underrepresented in the global context and we wanted to provide a platform for them to show their art to the world while delivering a unique experience to a wider audience,” she adds.
From the moment they arrive at OSL, festivalgoers will experience the brand’s commitment to African creative excellence. There will be:
- The Market of Art, a specially built market showcasing African creativity, includes graffiti artists and stilt walkers.
- The musical performance offering at OSL will unfold across two stages – The Source, featuring all headline acts, and The Rainforest Stage which will showcase the hottest emerging talent.
- There are a number of Absolut Bars at OSL; come to the Absolut Art Bar and help make a collaborative piece of street art; visit the Absolut Vodka Village for your favourite revolutionary cocktail or take a break at the Absolut Lime Lounge on the rooftop.
- On the rooftop there will be the Food Collective with food trucks offering cuisine from South Africa and across the continent.
Buy your tickets at a cost of R290 now on One Source Live. All the action takes place on multiple levels and two stages at 1 Eloff Precinct on March 24 with both day and night programmes.
Be part of the Absolut conversation on Twitter, Instagram and Facebook. @AbsolutSA, Hashtag: #BeAbsolut #OneSourceLIVE
Visit One Source Live Press Room for images, videos and press assets.