Two local up-and-coming bands have produced songs that encompass what it means to feel fully alive, as part of Liqui-Fruit’s new campaign. Consumers will have the chance to vote for their favorite song, with the winning song becoming the soundtrack for the Liqui-Fruit TV commercial.
singer Jameel Webster, who has teamed up with producer Rowan Blem; and singer Phathiswa Magangane who has teamed up with guitarist James Cross, have been selected by Liqui-Fruit to compose a song that will reflect the brand’s campaign. The artists spent three weeks at We Love Jam studios in Cape Town honing their songwriting 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 summer campaign.
“The brand has always celebrated invigorating experiences that make one feel fully alive, so we chose music as the channel to express that feeling. To bring this to life, we used our talent network to source and assess approximately 200 artists, then shortlisted approximately 60 potential musicians and brought them in for an idol-style casting session, where we selected our finalists. We are thrilled with this initiative and our goal is to give emerging artists a platform to collaborate and work with music mavericks to create refreshing new sound that will inspire our consumers to live their lives to the fullest,” comments Lienkie van Eeden, Liqui-Brand Manager Fruit.
Magangane and Cross’ song titled “Summer Dreams” paints a picture that gives the listener a nostalgic summer feeling, while Webster and Blem have composed a track “Ready to Go” which should be a hit with festival-goers. Consumers can visit the Facebook page to vote for their favorite song.