Africa’s artists are finally ready to make a lasting impression on the world, says Jason Xenopoulos, CEO of Native VML advertising and brand communications agency. After years of trying to copy western styles, he says Africans now have the confidence to express themselves in their own way. He says the "Coca-Cola-nisation" of Africa, in which western messages "drowned out and demotivated" local styles, is coming to an end. "The creativity has always been here," he says. "Now the voice is becoming more authentic." VML won four awards, including gold, at the recent Cannes international advertising festival for an African music campaign on behalf of Absolut Vodka. Besides traditional adverts, the campaign, featuring South African rapper Khuli Chana, included a music album, documentary, video and live performances. Much of the filming took place in Ghana and featured back-up artists and technicians from across Africa. The "One Source" campaign is based on Swedish-based Absolut’s marketin...

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