There is no doubt that the MTV Africa Music Awards (MAMA) are the definitive annual celebration of African talent; shining a global spotlight on the music, rhythms and creativity that form part of the very fibre of the continent. 2016 will see the sixth edition of the celebrated pan-African music awards, once again recognizing and rewarding artists who inspire and connect Africans through the power of music. For the past two years, ABSOLUT Vodka has proudly sponsored the Best New Act at the MAMA, recognizing fresh creative originality as part of their “Africa is Absolut” campaign. This year the brand continues to celebrate African creativity, but with a renewed lens on collaboration, resulting in its sponsorship of the Best Collaboration Award.
“As a brand ABSOLUT is proud to once again be associated with the MAMA, which will see the brand celebrating artists who are original and aspire to greater heights through the power of collaboration. The Best Collaboration award honors the African musicians, achievers and trailblazers who source, add, curate and collaborate the music we love. It is this premise which ties into our ‘One Source’ campaign; just as every drop of ABSOLUT Vodka is created from one source, we too all are born from ‘One Source’, from Africa the birthplace of all humanity.” – Charl Bassil, Marketing Director of Pernod Ricard SA
Following the success of last year’s “Africa is Absolut” campaign, the new “One Source” album will once again feature Khuli Chana and his collaborations with other leading artists from Kenya, Ghana and, Nigeria.
“The One Source album is inspired by ABSOLUT Vodka which (unlike most other vodka’s) is entirely produced from one source in Ahus, Sweden. The album similarly celebrates Africa as the source of humanity and hence all creativity.” – Melanie Campbell, Head of Marketing for Pernod Ricard South Africa
The campaign will document the behind the scenes creation of the album and its intense creative process with a 4 part documentary series . Fans can also follow this year’s MAMA for announcement of and performance of some of the the album collaborators.
“The creation of the One Source album will be the largest musical collaboration of its kind as we want all Africans to be involved in the making of the album on ABSOLUT’s social media platforms. Fans will be instrumental in shaping the entire outcome of the album with key creative decisions, including voting for artists, the album cover, music video, and sampling their voices at ABSOLUT’s road to MAMA concerts,” – Melanie Campbell