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AXE Celebrates the Magic of South Africa


#AXEPartyOfTheYear Bringing the Best of South African Music, Dance and Fashion to Life

Axe Celebrates the Magic of South Africa

AXE, the world's number one selling male fragrance brand i, continues to redefine masculinity by encouraging men to find their magic and own what makes them unique. AXE brought South Africa to life at the #AXEPartyOfTheYear, a non-stop showcase of talent that also served as a platform for young men to push the boundaries of what they can achieve once they've found their magic.

The #AXEPartyOfTheYear was headlined by international DJ, Black Coffee, who kicked off the campaign in May by inviting South Africa's best talent, including Nasty C, Bontle Modiselle and Rich Mnisi, to join him in discovering young creatives and empowering them to find their magic and share it with the world. The #AXEPartyOfTheYear marks the end of the search and celebrates guys who've embraced who they are and become their most attractive selves. Hundreds of fans who won exclusive tickets were not disappointed as they witnessed the celebration.

  • Music was not in short supply thanks to an A-list line-up. Zulu Mkhathini doubled as the MC for the night which also included a show stopping performance of his new single Uniform – getting the crowd ready for a night of African Excellence. Last year's AXE DJ Search winner, Da Kruk, showed the crowd love by premiering his exclusive, new single "Magic", which was inspired by the AXE journey he started last year. Distruction Boyz followed up with a hot set, while Benny Maverick took to the stage to premiere his new track, "Crime of Passion." Nasty C then shut the house down with a performance of his newest hits setting the crowd on fire with his magic.
  • Guests were treated to a different side of AXE – the incomparable Bontle Modilselle brought the attraction to the party with her moves! After calling out to dancers on social media, Bontle assembled a crew of the best up-and-coming dancers to perform alongside her on stage, proving that Mzansi has got the magic.
  • From the guests to the Makers, fashion was also centre stage. Guests were surprised with a pop-up shop from streetwear brand DEAD who gave away limited-edition threads in collaboration with AXE. After the search for an up-and-coming fashion designer to collaborate with, AXE Maker, Rich Mnisi discovered Nicholas Vries and together they unveiled their look for Nasty C just before he hit the stage. Rich Mnisi also revealed a custom #AXEPartyOfTheYear jacket designed for the headline act, DJ Black Coffee.
  • Finally, guests witnessed the main event as DJ Black Coffee took the stage and played his Gold Master Mix live for everyone at the party. The 90-minute set, inspired by the sounds of South Africa was the perfect closing moment to end the night on a high.

"The magic that unfolded on stage and in the crowd at the #AXEPartyOfTheYear proved to be the height of talent and passion that we know lives inside the hearts and souls of all South Africans," said Unilever Marketing Deodorants Director, Keegan Alicks. "As a brand, AXE encourages everyone to own what makes them unique and find their magic, and last night AXE brought the magic of Mzansi to life with the help of our makers and YOU."

Continuing the Find Your Magic journey, AXE also unveiled its newest product offering: AXE Gold, a new grooming range that goes beyond great fragrance and includes the AXE's first-ever body wash release in South Africa, further solidifying the brand as guy's go-to when it comes to their grooming and fragrance needs. In typical AXE style, AXE Gold was revealed in a big way. Only after the hashtag #AXEPartyOfTheYear trended on Twitter did the brand unveil the new grooming range for the party to experience.

You can experience all the action from the #AXEPartyOfTheYear and find more info on the AXE Gold launch at @AXE_SA on Twitter as well as via the #FindYourMagic and #AXEPartyOfTheYear hashtag on all social media channels.

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