The catch: they had to do it in 150 characters. An online video series featuring the top three wordsmiths performing their lyrics were released on Russian Bear’s social media channels earlier in March - giving the fans a platform to show off their talent.
Keagan Reece Rhoda, (aka Spectak), Moabi Maseko (aka RE3D) and Sicelo Ngozwana (aka J.Retta) battled it out to be crowned the #IAMNEXT king. The fans spoke and
selected JRetta as the official #IAMNEXT winner – a promising rapper from Port Elizabeth who professed that “number 2 and number 3 don’t get the gold medal”.
The #IAMNEXT campaign is a partnership between Russian Bear Premium Vodka and Y&R South Africa’s Cape Town office.
“This campaign is not simply about allowing fans to contribute to the creative process,” says Graham Lang, chief creative officer of Y&R South Africa and Africa. “Many Vodka brands are paying big money to endorse already successful hip-hop stars. We wanted to change the game and demonstrate that Russian Bear knows how to do more than just engage their target; they also know how to empower their fans’ creative ambitions by building platforms for them to shine. The brand is collaborating with everyday South Africans and helping to take their talent to the next level.”
Russian Bear brand manager, Simone Burns says, “We were blown away by the response from Russian Bear fans. The launch of the #IAMNEXT campaign literally opened the floodgates of talent in South Africa. We are excited to watch careers blossom through new talent platforms -- and all that comes next.”
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