The Friends of Amstel aims to bring cutting-edge new music to the fore and pushes the boundaries of music, culture, and lifestyle, and this year’s two-day event didn’t disappoint.
The premium lifestyle experience, which took place on 11 and 12 November in Gauteng, brings together some of the biggest acts in Africa to collaborate with the most talented up-and-coming musicians in the country.
Music lovers were encouraged to listen to the Friends of Amstel EP that features Nasty C, DJ Kent, Mörda and DBN Gogo, who mentored and collaborated with four up-and-coming talents for the EP: Joda Kgosi, EyeRonik, MaxSA and Megamind Nova.
Amstel is helping to grow more unique, proudly South African beats. The project is a vital catalyst for bringing new talent to the fore and helping shape new artists and sounds for the South African music scene, a space the brand continues to nurture.
Friends of Amstel is putting its weight behind growing the local music scene by matching top local artists with newcomers, providing a platform for them to make music together and bring it to the attention of music lovers everywhere.
To round off the star-studded #FriendsOfAmstelSA local line up, Afrobeats superstars Omah Lay and Adekunle Gold headlined the programme. Also appearing were Uncle Waffles, Dlala Thukzin, Kelvin Momo, Scorpion Kings, Focalistic, Kabza De Small, and Daliwonga.
Award-winning musician Adekunle Gold brought his mesmerising blend of contemporary pop, folk, R&B and electronica, a fusion he calls “urban highlife”. The singer, songwriter, and graphic designer became a global household name thanks to his popular debut solo single, “Sade”, which launched in 2014. His fifth studio album. Tequila Ever After, was released in July this year.
Stanley Omah Didia aka Omah Lay is a singer and producer who burst onto the music scene in 2020, dazzling audiences with his Afrofusion magic that masterfully weaves together hip-hop, R&B, pop, and the captivating rhythms of highlife. Omah Lay’s debut album, “Boy Alone” hit the airwaves in June 2023, and he has since achieved worldwide acclaim thanks to his remarkable collaborations with global icons like Justin Bieber and Ozuna.
Social media was abuzz ahead of Friends of Amstel as people tried to win tickets to the event. Those lucky enough to attend were treated to a phenomenal experience, from the moment they entered the venue: outstanding music and a great variety of food stalls and drinks made this event exceptional.
Amstel is incredibly proud to unite friends through music and witness the evolution of Friends of Amstel. It’s even more fulfilling to shine a light on the growth of South African and African music.
I chose to go on the second day and the buzz and vibe still reverberates with unforgettable memories of watching some of the hottest DJs, entertainers, and dancers on stage with friends.
Music is arguably the best tool to bring people together, with music tourism an amazing way of engaging locals and visitors through new experiences, and the travel and music industry are well positioned to capitalise on that trend.
For more visit www.amstel.co.za or follow Amstel SA on social media @AmstelSA and keep the conversation going using #FriendsOfAmstelSA.
