AXE Black Coffee is the latest AXE campaign unearthing local music talent.
Nathi Maphumulo aka Black Coffee is undoubtedly one of South Africa’s biggest exports. Proudly South African, he flies our flag high in all his travels, representing our beautiful nation. Thus, he was also the perfect partner for AXE’s latest campaign – AXE Black Coffee.
It’s no secret that AXE, the men’s deodorant brand, is and always has been a champion of local music. They aim to uncover and promote talented musicians on an ongoing basis.
This time around they partnered with Black Coffee to find Africa’s next big House DJ. The campaign kicked off a couple of months ago with urging amateur and up-and-coming DJs to upload a mix to the AXE portal. Once uploaded, a panel of judges which was headed by Black Coffee, chose five finalists. The main prize you ask? Playing with Black Coffee in Ibiza later this year. That’s a pretty amazing prize if you ask me and the exposure is priceless to boost an up-and-coming DJ’s career.
The party and the winner
We attended the Ibiza send-off party last week at Taboo in Sandton for the winner announcement. The air was electric with anticipation as all five finalists got their chance to play a 20-minute set to the crowd. They were all worthy winners, but unfortunately only one could be crowned the AXE Black Coffee DJ. And that lucky DJ was 29-year old Kutloano “Da Kruk” Nhlapo from Daveyton! He will be travelling with Black Coffee and AXE to Ibiza for a trip of a lifetime later this year, where he is rumoured to include local and African tracks in his sets. He is intent on following in Black Coffee’s steps to find his own magic and not trying to be anyone else but himself. Interestingly, he was named one of Mail & Guardian’s 200 young people in 2015 – looks like he is already blazing his own trail. You can listen to his and the other finalists’ sets here.
In addition to hearing the finalists play, guests were treated to sets from Euphonik, Benny Maverick, DJ Ph and of course Black Coffee himself. It was a star-studded event – perfect for a mid-week party.