NATIVE VML, the lead agency on Absolut Vodka, teamed up with multi-award winning Motswako artist Khuli Chana and some of Africa's leading musicians to launch a pan-African musical collaboration called One Source.
The project, already being hailed as one of the hottest musical collaborations of its kind, follows Khuli Chana and other leading African musicians as they journey across Africa to create a concept album called One Source.
A music video for the album's title track, which was released in October 2016, has already been called "an artistic African masterpiece" by Times Live, generating more than 200 000 views online in the first few days and sparking massive talkability.
The music video was shot on location in Ghana and directed by Sunu Gonera from Egg Films.
"The One Source project has allowed us to transform Absolut's unique positioning as "The World's Only One Source Vodka" into a rallying cry for the creative revolution that is spreading across the continent. One Source not only refers to the fact that every drop of Absolut comes from one place, but that we, as Africans and human beings, all come from the same source too," adds Jason Xenopoulos, CEO NATIVE VML. "We were all created here and we are all creators here," he says, quoting from the One Source manifesto.
Fans have been able to shape the making of the album by voting on all major creative choices along the way, making this a true collaboration.
In addition to the One Source album and music video, a four-part documentary series, which has begun airing on MTV, follows the collaborators as they light creative fires across the continent and uncover the power that connects us all.
"Collaboration is the fire that takes you to the next level," says Khuli Chana, who's currently nominated at the MAMAs for Best Collaboration for his work on Baddest with AKA, Burna Boy and Yanga. "When you have different styles with different energies that always sparks something magical."
The MTV Africa Music Awards is taking place on Saturday 22 October 2016. NATIVE VML plans to have a four-track EP ready for digital download from 21 October 2016 along with a new limited edition Absolut bottle in store from 01 November 2016.