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13 Sep

ARTICLE: Liqui-Fruit Invests In SA’s Emerging Talent To Make Charts This Summer

Liqui-Fruit has launched the new Feel Fully Alive campaign, a movement that celebrates explosive, liquid fruit goodness to make us all feel most alive. This campaign will come to life through the power of music. Two local emerging bands will battle it out and have produced songs that encompasses what it means to Feel Fully Alive. Consumers will have the chance to vote for their favourite with the winning song becoming the soundtrack to the Liqui-Fruit TV ad.

Exceptionally talented artists: Singer Jameel Webster, who teamed up with producer Rowan Blem; and singer Phathiswa Magangane who paired with guitarist James Cross, were selected by Liqui-Fruit to compose a song that will reflect the brand’s rejuvenating campaign.

To create the next summer hit song, the artists spent three weeks at Cape Town’s We Love Jam studios perfecting their song-writing craft under the guidance of industry experts, Hylton Mowday, Arnold Vermaak and Jeremy de Tolly and the result was a selection of music inspired by the brand’s energetic summer campaign.

“The Liqui-Fruit brand has always celebrated invigorating experiences that make one feel fully alive, which is why for this campaign we have selected music as the perfect channel to express that feeling. To bring this to life, we made use of our extensive talent network to source and review around 200 artists, then shortlisted around 60 potential musicians and had them come in for an idols-style casting session where we selected our finalists. We’re excited about this initiative and our aim is to give emerging artists a platform to collaborate and work with music mavericks in order to create a refreshing new sound that will inspire our consumers to Live Life Fully” comments Lienkie van Eeden, Liqui-Fruit’s Brand Manager.

Phathiswa and James’ song titled “Summer Dreams” paints a vibrant picture which gives the listener a nostalgic summer feeling. Jameel & Rowan composed a funky singalong tune “Ready to Go” that be a hit with festival goers this summer.

To be part of the campaign, consumers are encouraged to follow the action on social media and vote for their favorite song, which will be used as the brand’s TV soundtrack.

You can get involved by going to https://www.facebook.com/LiquiFruit/ and vote for your favorite song or visit www.liquifruit.co.za for more information.


About the Artists:

Rowan Blem is a twenty year old music producer and composer/songwriter. He has been writing music for ten years and enjoys creating music in all kinds of genres, however, electronic music is his favourite suit. Rowan likes to create a blend of real versus electronic sounds in his work, using lots of brass, vocal drones, shakers and percussion elements to add an organic feel around an electronically centered beat. He pays a lot of attention to song structure and produces music that is dynamic, creating high points in the songs energy as well as very relaxed sections to add contrast.

 Phathiswa Magangane (24) is an up-and-coming singer/song-writer and pianist orignating from the small town of Springs in Johannesburg. She currently resides in Cape Town after graduating with a BMus in Vocal Jazz Performance at UCT.

During her studies she joined the award-winning UCT Jazz voices and featured as a vocalist for the UCT Jazz Big band. She entered various singing competitions, most notably, the Artscape Youth Jazz Showcase in 2016 where she was selected as a vocalist for the band of winning students; the Fine Music Radio Bursary Award where she placed in the top 3, and the annual Stellenbosch Ensemble competition which the UCT Jazz voices won.

James Cross (24) has been playing guitar and writing music for over 14 years. As a self-taught guitarist, he has performed in many bands such as The Trees, The Pranks and most notably, Fruits & Veggies from 2009 – 2016. Their accomplishments include several shows at the FIFA Fan Parks during the Soccer World Cup in 2010,   multiple performances at major SA music festivals like Oppikoppi, Rocking the Diasies, Splashy Fen and many more. They also garnered international recognition, touring the Reunion Islands in 2016 and landed a 12 page spread in Rolling Stone Magazine. His influences include a colourful variety of genres mainly funk, indie and hints of maskandi.

Jameel Webster a.k.a J.Dubz is a Singer, Rapper and Songwriter based in Cape Town.

Hailing from the Notorious Mitchell’s Plain, Jameel faced many challenges growing up in the area and used the arts as way to escape the harsh reality of his surroundings.

He started writing songs at the age of 14 and went on to star in a theatre production which he then wrote a song for as well. The musical was sponsored by the city of cape town in partnership with the Baxter Theatre.


For press information contact:

Thembela Ngayi

Email: thembela@haveyouheard.co.za

Tel: 0822652046


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