Published on July 27th, 2015 | by Diane Chidrawi
PRO, Prime Circle brew up genre-mashing new collab
Rap collides with rock in one of the most thrilling local collaborations of the year, as Prime Circle team up with PRO to release the power track Bring Us Together.
This musical “brew” has been crafted to commemorate Castle Lager’s 120th birthday – saying “cheers” to 120 years of bringing people together over an ice-cold frosty to have fun, share good times and create special memories.
Music of course, also has the power to transcend barriers and unite people – and the new song is all about friendship, celebration, harmony and camaraderie.
Hailing from Witbank, Prime Circle are regarded as one of South Africa’s leading rock bands, with a devoted local fan base as well as a growing international following. Your number one Soweto boy, PRO (real name: Linda Mkhize) has carved out a solid musical niche for himself in the hip-hop genre since bursting on to the scene as ProKid.
Seemingly from different worlds, these two acts have found common creative ground in composing the uplifting, anthemic track Bring Us Together.
Castle Lager is rolling out an extensive campaign around the new track and the 120th birthday of its flagship beer brand, including four digital webisodes that show the making and recording of the song. Notes Prime Circle’s songwriter and lead vocalist, Ross Learmonth: “I think this song will reach a variety of people and transcend being part of a campaign … This is a hit song.” Adds PRO: “It about two genres and cultures coming together to make something truly South African.”
Since 1895, Castle Lager has become regarded as “quintessentially South African as a Chisanyama, the Springboks or Bafana Bafana”, says Nic Scheijde, General Manager of Castle. The new commemorative song epitomises the brand’s “unity in diversity” ethos while standing tall as a powerful record in its own right.
“Castle Lager is all about bringing friends together and uniting the nation. We wanted to develop a feel-good song that represents diversity and speaks to the sense of belonging that Castle brings to friendship. We chose Prime Circle and PRO as they have both stood the test of time and represent the best of South Africa.”
Bring Us Together by Prime Circle and PRO is currently available for download in the iTunes store.
Facebook: Castle Lager SA / Prime.Circle / ProDankiesan
Twitter: @CasteLagerSA / @Prime_Circle / ProMkhize
Instagram: Castle Lager SA / prime_circle / ProDankiesan