Announced during an exclusive event held last night in Joburg’s current capital of cool, Braamfontein, Axe introduced a new fragrance collection to the market, revealed Black Coffee as their new ambassador and let us in on the deets of an exciting competition.
The aim of the new partnership is to find and showcase Africa’s top house music talent on an international stage with AXECESS Ibiza.
The brand is no stranger to celebrating local and international urban music as they have hosted two successful (and unforgettable) AXECESS Jozi events in the past. But this time, they decided to switch things up - instead of bringing international artists to South Africa, they’re taking Africa’s top up-and-coming artists to the world.
And who better to make it happen than one of SA’s biggest plugs, and Diddy’s homie, Black Coffee?
“AXE believes a man is at his best and most attractive when he finds his magic - that special thing that makes him unique. AXE believes in owning your thing. Black Coffee is an artist who has definitely found his magic - a proudly African beat that is dominating the world stage. But for Black Coffee it’s not all about personal success. He’s on a mission to share local talent with the rest of the world. He is the perfect partner for AXE on our first pan-African campaign where we show the world what Africa has to offer,” said Ryan Fauconier, Brand Manager for AXE South Africa.
How to enter:
All aspiring DJs need to do to enter is upload their entry track (presumably and original one) to AXECESS.com, and share how they have found their magic. A team of judges, including Black Coffee, will evaluate the tracks, and narrow down the entries.
Five DJ finalists, hand-picked by Black Coffee will then compete head-to-head at a send-off party in August, with the winner claiming a slot to perform with other African winners and Black Coffee at a historic all-African event at Ibiza super club, Hi Ibiza, in September.
Not a DJ? Don’t worry, you could be joining them as a fan:
Check out some snaps from the party courtesy of Axe.
Main image credit: supplied