Johannesburg – Speaking to The Juice on Tuesday, rapper Khuli Chana told us about his role in Absolut’s One Source Live event, winning big at Cannes with the One Source album and meeting Wyclef Jean.
One Source Live will witness the collaborative rise of five creative revolutionaries at an all-day live event with multiple stages, performances and collaborations geared at re-writing Africa’s story.
Telling us about how the idea came about, Khuli says it was about Africa owning the narrative. “What birthed the idea was that we felt it was time to own the narrative, and it was time to do the damn thing. When I signed my first deal it was about Absolut endorsing an artist that has a music journey that resonates with the brand.
"That was so organic, that was seamless, never been done. Second year we worked on the One Source album which was a pan-African collaboration, which was about celebrating the fact that this is the birthplace of humanity and that we are all connected. Now we’re about to put all of that on stage with a little bit of disco lights and we are going to party."
Standing alongside Khuli for the event are creatives Sho Madjozi, Trevor Stuurman, Fabrice Monteiro and Osborne Macharia. About what went into finding the artists, Khuli says: “We were looking for authenticity. We were looking for artists who are brave, who are pushing the envelope.”
Sharing some memories about his journey with Absolut Vodka so far, the rapper says a standout moment for him was taking home a few awards for the One Source album and track at the Cannes Lions International Festival of Creativity.
"I actually hate going to awards, because it’s always like three out of five times I walked out of there with nothing, you know. And this time around we are literally at the biggest awards ceremony ever and I’m being exposed to the most amazing creatives coming from all parts of the world. I got to meet Wyclef [Jean] who literally walked up to me and recited one of my lines and said: 'Africa no longer riding shot gun... I’m a big fan of One Source'. Now we’re like same WhatsApp group. So shout-out to Absolut.”
One Source Live will take place on 24 March 2018.
Channel24 is a proud media partner of One Source Live.