On Monday night a rather rowdy soirée was held at Braamfontein’s panoramic Thirteen rooftop venue to mark the beginning of something new by deodorant brand Axe. They launched a new line of fragrances. Yup, it’s cologne, not deodorant, and it smells rather pleasant.
They also launched a deejay search in collaboration with a man who is arguably doing the most for House music in the country, Black Coffee. Many socialites and celebs arrived to show their support, among them rappers Nadia Nakai, Cassper Nyovest, Da L.E.S and Emtee; broadcasting stars Nomuzi Mabena and Lalla Hirayama; and even Black Coffee’s actress wife, Mbali Mlotshwa.
The host of the event, Maps Maponyane, had something of a difficult time trying to curate the evening’s events, what with the room full of “influencers” all very busy influencing on their phones and continuously talking over him while he was on the microphone. It was really quite a socially strained time. The man of the hour, Black Coffee, wearing white with loafers, addressed the room and explained his involvement with Axe and what they plan to do with their new deejay search, Find Your Magic.
“We know quite a bit in SA,” said the soft-spoken deejay. “We see acts overseas and think they’re better. We sell ourselves short.” The search is an attempt to change this. He urged aspiring deejays to step up for the chance to be mentored by one of the best in the game. Find yourself a new can of Axe and find your magic.
All hopefuls need do is upload their entry track to axecess.com, and share how they have found their magic. A team of judges, including Black Coffee, will evaluate the tracks and narrow down the entries. Five finalists will compete head-to-head at a send-off party in August, with the winner claiming a slot to perform with other African winners and Black Coffee at an allAfrican event at Ibiza superclub Hï Ibiza in September. The Roger Goode show on 5FM was broadcasting live from the rooftop where Black Coffee blessed all those in attendance with a solid closing set.
GRAND FINALE Black Coffee on decks as he drops the last track of the night
Shelflife announced a collaboration with new brand Onlock by graffiti artist Sleg that includes Shelflife merchandise
PARTAY! Mbali Mlotshwa, Black Coffee and Nomuzi Mabena living it up on the dance floor during Euphonik’s set
STAR POWER Host Maps Maponyane, rapper Nadia Nakai and Da L.E.S