On Friday, 9 December 2011, 4 000 people had an experience to remember at the Castle Lite Feel the Beat of Subzero Experience in Johannesburg South Africa, where hip hop heavyweight Drake was the featured act. The Grammy-nominee blew the crowd away with his powerful lyrics, whilst showing a true passion for being in Mzansi. Yet Drake was not the only one making a statement, over 2 000 members of the crowd were dressed in white for ‘No Regret Friday’. The International adjudicators have confirmed that Castle Lite and the crowd broke the world record with the World Record Academy for the most people dressed in white for a cause. Some of South Africa’s leading musicians and MC’s who opened the event before Drizzy hit the stage joined the crowd dressed in white, proving that nothing is more powerful than people uniting for a cause.

Started in July 2011, No Regret Friday is an SAB (South African Breweries) responsible drinking initiative, aimed at getting all South Africans to 'Regret Nothing' by consuming alcohol responsibly and rethinking their reckless attitude towards drinking and driving.

“At its core music always has a purpose, and is able to drive a message home,” comments Julian Coulter, general manager for Castle Lite. “Hip Hop music is especially known for standing up for one’s own destiny or a cause. Seeing that hip hop heavyweight and Grammy-nominee Drake was performing on Friday, 9 December as the featured act for one night only at the intimate and exclusive Castle Lite Feel the Beat of Subzero Experience, we believe it was the perfect opportunity to have like-minded people take a stand against drinking and driving. And the result most certainly shows.”

“Responsible drinking is not something which only South Africans have to face up to. It is a global problem, and something which everyone should be thinking about. This is exactly why we decided to break the World Record with the Worlds Record Academy for the most people dressed in white for a cause. We hope that by having the 4 000 people who attend the concert dressed in white, it will show that everyone should think about their behaviour every Friday just before the weekend starts,” concluded Coulter.

The Drake featured concert came to life after a viral petition started by local South African celebrities Dineo Ranaka, Slikour Metane and T-Bo Touch encouraging the fans to sign it up in order to bring the superstar to Mzansi. They too were dressed in white in order to support the SAB initiative. Aubrey Drake Graham, or better known as Drake to his many hip hop fans came and performed songs from his latest offering, Take Care, which sold 615 000 units at its first two weeks of the release.