Turbine Hall is filled with the sounds of Africa

Turbine Hall in Johannesburg was transformed into a sanctuary of sound for the Ballantine’s Beat of Africa.

Musicians and socialites from South Africa, Mozambique, Cameroon, Zambia and Angola came together at Newtown’s historically iconic Turbine Hall to turn up, turn heads, and speak to the African beats that have the world focusing on Africa’s music.

The company responsible for pulling off this mammoth campaign was South African-based agency Offlimit Communications, who brought Ballantine’s (the popular whisky producer) goals to life – to promote African sounds. In collaboration with partner suppliers, OLC, they not only turned Johannesburg but Lusaka, Douala, Maputo and Luanda into the canvas of a celebration of sound.

Celebrated Isidingo actress and musician Noluthando Meje, Lerato Sengadi and DJ ID Akio were amongst the revellers who watched African music sensation duo Black Motion tear up the stage with their much-anticipated Beat of Africa reveal.

Business unit director, Gareth Van Vuuren explained, “We could not be more thrilled at the outcome of what was easily one of our best productions to date. This campaign pushed the boundaries and was beyond rewarding for the team. What started out as trade activations across the regions to encourage and uplift awareness and sales, then culminating in the main event per region, was truly a feat on its own and by simply looking at the vibe across the board, the consumers enjoyed experiencing the beat of Africa.”

Performing at the event, and serving as brand ambassadors for Ballantine’s, was the famed local house music duo, Black Motion.

Band member Thabo ‘Smol’ Mabogwane commented, “The sound that comes from Africa right now is pure and original and that’s why international artists are looking into doing collaborations with African artists. More people, internationally, want to work with the sound from Africa and that’s where Ballantine’s Beat of Africa comes in.”

Fally Ipupa and DJ Paulo Alves also performed at the event and kept visitors dancing until the morning.

The Ballantine’s Beat of Africa was a four-month campaign across five countries.

Let us know if you were at the Ballantine’s Beat of Africa event by tweeting @City_Buzz_