Fans to collaborate with ABSOLUT, Khuli Chana and other leading Pan-African artists to produce Africa’s most collaborative album
For over 30 years ABSOLUT Vodka has set itself apart by challenging conventions and pushing boundaries of contemporary culture through creative collaborations with cutting-edge artists, the likes of Lenny Kravitz and Andy Warhol, but to name a few. Now the brand is taking the power of collaboration to the next level, inspiring Africa’s leading musicians and trailblazers to curate a concept album called One Source, celebrating Africa as the birthplace of humanity and source of all creativity.
Following the success of last year’s “Africa is Absolut” campaign, the One Source album will once again feature Khuli Chana – the multi-award winning Motswako artist 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.,” explains Melanie Campbell, Head of Marketing for Pernod Ricard South Africa. “Both these feats represent the ultimate in collaboration in order to deliver something rather exceptional.”
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,” elaborated Campbell. “Once the album has been created it will be made available via popular music distribution channels both on and off line.