A world-first collaboration to find the sound of Jozi, the 011Beats music video features Kwesta and Dabone creating the sound of the ‘City of Gold’ – inside the new Volkswagen Polo Beats. After hearing Kwesta freestyle for DJ Sabby on The Best Drive on YFM, Volkswagen challenged the South African hip hop star to team up with music producer Ross McDonald, aka Dabone, to find the 011 beat.
On 14 September 2016, Kwesta and Dabone spent one night in the new Volkswagen Polo Beats, driving around the city of Jozi, using geo-location tech to hunt for the city’s diverse sounds. While their night was live-streamed, Kwesta wrote the lyrics, with some help from his social media fans, while Dabone proved the car’s sound system is so good it can double as a recording studio.
The new Polo has a Beats sound system, six speakers, a subwoofer and an eight-channel amplifier. It also comes with a composition media radio, a USB interface, and an auxiliary input. Let’s not forget to mention that there are Beats-branded Sports Seats in the front of this slick new ride. Arcade Content’s Kyle Lewis directed the one-of-a-kind video. He had a sleepless night capturing the collaboration as it happened, making use of Bokeh lighting in his moody treatment of the Jozi nightscapes.
Ogilvy Cape Town conceptualised the campaign; Elsa Bleda shot the stills; and Arcade producer William Nicholson quietly worked miracles behind-the-scenes, even shutting down the Nelson Mandela Bridge for part of the shoot.