There is no doubt that the MTV Africa Music Awards (MAMA) are the definitive annual celebration of African talent; shining a global spotlight on the music, rhythms and creativity that form part of the very fibre of the continent. 2016 will see the sixth edition of the celebrated pan-African music awards, once again recognising and rewarding artists who inspire and connect Africans through the power of music. For the past two years, ABSOLUT Vodka has proudly sponsored the Best New Act at the MAMA, recognising fresh creative originality as part of their “Africa is Absolut” campaign. This year the brand continues to celebrate African creativity, but with a renewed lens on collaboration, resulting in its sponsorship of the Best Collaboration Award.
“For over 30 years ABSOLUT has set itself apart by challenging conventions and pushing boundaries of contemporary culture through creative collaborations with cutting-edge artists,” explains Charl Bassil, Marketing Director of Pernod Ricard SA. “As a brand ABSOLUT is proud to once again be associated with the MAMA, which will see the brand celebrating artists who are original and aspire to greater heights through the power of collaboration. The Best Collaboration award honours the African musicians, achievers and trailblazers who source, add, curate and collaborate the music we love. It is this premise which ties into our ‘One Source’ campaign; just as every drop of ABSOLUT Vodka is created from one source, we too all are born from ‘One Source’, from Africa the birthplace of all humanity.”
The MTV Africa Music Awards Johannesburg 2016, produced by Viacom International Media Networks (VIMN) Africa and MTV Base is brought to you by Joburg Tourism in association with Absolut. The awards will broadcast live on MTV (DStv channel 130) and MTV Base (DStv channel 322) from The Ticketpro Dome, Johannesburg, South Africa on Saturday 22 October 2016.