Joburg festival: Africa, the one source of humanity and creativity
To celebrate the transformative power of African creativity in music, fashion, art and photography, the One Source Live festival brings together artists in Johannesburg. The event is inspired by Absolut Vodka’s "one source philosophy" — the brand is produced in Åhus in Sweden — and aims to remind locals and visitors that the ancestors of everyone on the planet come from Africa, the one source of humanity and creativity. "From Andy Warhol to Lady Gaga, Absolut has always backed creators who challenge the norm," says brand ambassador and South African musician Khuli Chana. "Three years ago I partnered with Absolut creating a campaign titled ‘Africa is Absolut’, in which we acknowledged Africa’s creative revolution, telling my story of originality and authenticity," Chana says. "A year later we continued the partnership and launched One Source — an African Musical Collaboration, which birthed a music video, title track and album that became a war cry for the continent’s creative revolu...
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