Africa’s new age is here
The emergence of artists like Osborne Macharia, knitwear brand Laduma, and the neo-Afro folk of Venus Bushfire are all helping to force the rest of the world to reassess Africa.
“We have seen the end of coca-colonisation,” said Jason Xenopoulos, CEO and chief creative officer at VML. “And Africa is thriving. Three of the world’s top five fastest growing economies are African, there are now more people connected to the internet than in North America, the fight against white domination has only just begun, and in September the Zeitz MOCAA, a new museum of contemporary art, will open in Cape Town on the V&A Waterfront.”
For VML’s Absolut campaign, Xenopoulos knew he had to reflect the creative brilliance surrounding him. “We did that by teaming up with rapper Khuli Chana as well as choreographers, video-makers, and artists, then we asked them to harmonise around the theme ‘one source’ because Absolut Vodka is made from one single source in Sweden, and of course Africa is the source of all life on earth, it is the only place that we can all truly call home. The campaign resulted in a number one album on iTunes and an 84% rise in sales.”