When the new Smirnoff Storm Room launches at Ultra, the World’s Premier Electronic Music Festival, in Johannesburg on March 11, it will be all about taking Amapiano and Afro-Tech music and culture to new heights.
Ultra brings together the best of South African and international DJs and names like Costa Titch, DBN Gogo, Uncle Waffles, Msaki and Musa Keys will all be performing on the Smirnoff Storm Room stage, as will genre-bending DJ Lelowhatsgood, Kooldrink, DJ Buhle, opulent house DJ Mat_Elle and DJ Lisa Stofella.
“The Smirnoff Storm Room is the ultimate space for Amapiano and Afro-Tech to own. It’s time for the music genres to have a platform like this; something which supports the music and the culture. For me, it’s also about finding that freedom to create and then sharing it with people on the dance floor. I can’t wait to bring the sound,” says Costa Titch, who recently signed to Senegalese American star, Akon’s Konvict Records.
One of South Africa’s hottest music exports, Amapiano has defined a generation and gone from a local trend to an international phenomenon. Dominating the streaming world, Amapiano surpassed a billion streams in 2022, according to Spotify with streams of the genre seeing an increase of 170% over the same period.
The new Smirnoff Storm Room label will also continue after Ultra, with a string of shows to be announced while, to celebrate the occasion, Smirnoff Storm is also releasing a new-look, limited edition can, featuring its popular citrus-vodka blend.
“We like to think Smirnoff’s social power is socializing as it takes a certain attitude to break out of the ordinary and remix diversity and inclusion at the same time. So, we’re excited for Smirnoff Storm to be able to bring Amapiano and Afro-Tech to the fore on such a scale. It’s the passion and energy driving popular culture in South Africa and there are a lot of exciting partnerships with Smirnoff Storm Room to come,” says Amy Chiwaye High End, Marketing Manager (Acting), Smirnoff RTDs.
In addition, the Smirnoff Container Yard will be available to Ultra festival goers (who purchase a minimum of four Smirnoff products to enter) in both Cape Town and Johannesburg. An interactive space made up of four-to-five containers, the Yard will include a gaming zone, chill space to charge phones, photo opportunities, a bar and a viewing deck overlooking the Ultra Main Stage in Cape Town (March 10) and the Smirnoff Storm Room stage in Johannesburg (March 11).
For tickets go to UltraSouthAfrica.com/tickets