Absolut has long been pushing boundaries of contemporary culture through creative collaborations with artists such as Andy Warhol, Spike Jonze and most recently with the award winning Swedish House Mafia.
Wanjiru Njenga, Marketing Manager of Pernod Ricard Kenya noted “Each generation there are a handful of artists who leave a transformative mark; and the MTV Africa Music Awards most certainly celebrates those artists who are at the cutting-edge of the thriving music industry here on the African continent. So we are thrilled to be associated with these awards that celebrate artists who define and transform the musical scene of Africa.”
She further stated, ”it is especially exciting for us to honour and support our Kenyan nominees”:
• Sauti Sol – Best Group
• Amani ft Radio and Weasel – ‘Kiboko Changu’ (Kenya/Uganda) – Best Collaboration
• Lupita Nyong’o – Personality of the Year
This year MTV MAMA introduces the Absolut “Transform Today” award which will celebrate the power of young individuals to transform the image of Africa through their creativity and vision as part of its commitment to the Kenyan music scene. Absolut will be sending industry influencers Muthoni Ndonga AKA Muthoni Drummer Queen and Blinky Bill of Just a Band to share in the awards evening on June 7th in Durban, South Africa.
Absolut’s commitment extends not just to music, but the positive power that it can bring.