Absolut Elyx takes African creativity to the world
THE AFRICAN GET DOWN! SA ARTISTS TAKE THEIR FIRST STEPS OF THE ABSOLUT ELYX AFRICA TAKES HOLLYWOOD TOUR
Five of SA’s most celebrated personalities flew out to Los Angeles where they spent four days in the City of Angels, culminating in an “African Getdown” party at Elyx House, Hollywood, on Thursday 8 March 2018, with guest host, multiple Grammy and Oscar Award-winning, rapper and actor, Common.
In celebrating the growing, global impact of African music and culture, the event included appearances by top SA artists Heavy-K, Anatii and Da L E S along with TV presenters Luthando “Loot Love” Shosha and Ayanda Thabethe.
A hugely respected figure in the US entertainment world, Common came off his performance at the Oscar Awards on Sunday in which he was nominated along with co-writer Dianne Warren for the song Stand Up For Something from the film Marshall. Common earned his first Oscar in 2014 for his song Glory, with fellow star, John Legend, in the film Selma.
The invitation-only event follows on the recent global success of African-inspired culture in the likes of Black Panther, a number of recent music collaborations between African and American artists and the marquee accomplishments of a number of African and diaspora actors.
“The Elyx House is a venue which hosts only the world’s top talent and, as a brand that supports and stands by African creativity, we are excited that South African talent have been given this opportunity to be exposed to the global entertainment industry,” says Iris Le Berg, Global Marketing Manager at The Absolut Company.
Following Common’s introduction to the celebrity guests, Ayanda Thabethe and Loot Love presented Heavy-K, Anatii and Da L.E.S., while guests will snack on African-inspired cuisine in the glamorous, Hollywood golden-era venue.
“What we want to do is bring contemporary African creativity to the world while also potentially creating collaborations between US artists & producers with African artists, opening a cultural conversation between the two continents,” says event organizer Davin Phillips of Celebrity Services Africa.
After arriving in Los Angeles five South African personalities – DJ Heavy-K, Anatii and Da L.E.S. along with TV presenters Luthando “Loot Love” Shosha and Ayanda Thabethe began a luxury tour of the City of Angels.
Day 1: Our five stars touched down in LA and were immediately given the red carpet treatment as they began their journey into all things luxury.
Day 2: A day of sightseeing and shopping unfolded on the second day of the Elyx LA tour. Rodeo Drive played host to the group before they enjoyed a one of a kind dinner at Hollywood hotspot, Catch.
Day 3: On the final and biggest night in LA the stars began the day with a trip to the legendary Walk of Fame before they prepared themselves for the tour’s marquee event: The African Get Down, hosted by Common. The culmination of the trip was met with great success as Heavy K and Anatii entertained all in attendance and showcased why the world is falling in love with all things African.
The event was covered by several US media outlets including LA Weekly and Hip-Hop DX.