The brainchild of Absolut Vodka and VML South Africa, One Source LIVE is the next iteration of the acclaimed 'One Source' campaign – the multi-award-winning collaboration between Khuli Chana and Absolut that became a war-cry for Africa’s creative revolution. It saw the creation of a music video, eight track album and four-part documentary series.

One Source LIVE sported a packed itinerary of activities and entertainment spanning into the early hours of the morning. During the day, visitors were exposed to art, fashion, food and roaming entertainment – which included street dance crews, stilt walkers and a graffiti artist, among others.

The Market of Art acted as a platform for up-and-coming artists to showcase work that reflects true African creativity today. Over 40 young creatives displayed and sold their artworks, along with these featured artists: stylist and multimedia artist Trevor Stuurman, Senegalese artist Fabrice Monteiro, and renowned Kenyan photographer Osborne Macharia.

One Source LIVE was truly a groundbreaking event that showcased some of the finest in African creativity," says Ryan McManus, chief creative officer of VML South Africa. "The whole event felt so inclusive and collaborative, involving the audience in creating songs and participating alongside some of Africa’s hottest artists."

"It’s a great step into an owned media property for the brand and really crystallises Absolut’s role in culture.”
 
The evening’s live music performances electrified the more than 1 400 revellers and included some of South Africa’s hottest acts, including Sho Madjozi, Khuli Chana, Nigerian hip hop star Patoranking, YoungstaCPT and DJ Maphorisa, to name a few.

South African legends Bongo Maffin also reunited after 12 years for a stellar performance, led by singer-song writer Thandiswa Mazwai.

“The team at VML is unwavering in its commitment to bold and brave ideas,” adds Iris LeBerg, global marketing manager at Absolut.

"The One Source LIVE Festival presented by Absolut is again an outstanding achievement for an activation that is breaking the mould, challenging the status quo of festivals and [not only] delivering an experience for festival goers, but [also] elevating artists and African art beyond the continent."

"We are excited to partner with VML to write the next chapter of the creative revolution in Africa and continue to build Absolut’s own property this spring: One Source LIVE 2.0." 

The revolution continues online with the 'African Art Intervention', aiming to give Africa’s art its rightful place in search results. 

For more information, visit www.vml.com. You can also follow VML South Africa on Facebook or on Twitter.