Smirnoff Sound Collective is bringing its signature inclusive music experiences from the festival grounds around the world into local clubs for the first event in a new global program called Smirnoff Sound Collective LIVE.
On the 11th of December, Assembly will be the place to be in Cape Town with the launch of Smirnoff Double Black Ice Green Coffee, in collaboration with Smirnoff Sound Collective and ClubcastLIVE. Smirnoff Sound Collective's featured musical artist, Djemba Djemba will connect via live broadcast, to dance floors across Vietnam, South Africa, Argentina, Venezuela and Brazil as he performs exclusively from the Smirnoff House in Los Angeles, USA.
To celebrate the launch of Smirnoff Double Black Ice Green Coffee, Smirnoff Sound Collective and ClubcastLIVE will be bringing fans and renowned American DJ, Djemba Djemba, together on a global platform through live, interactive audio-visual streaming. On the night, Smirnoff fans will be able to sip on the newest addition to the Double Black Ice line - Smirnoff Double Black Ice Green Coffee – while enjoying a live performance by local artists and international headline act, Djemba Djemba.
Djemba Djemba's music is born from a state of permanent contradiction, held together by one underlying and adaptive principle: rhythm. Experimenting with polyrhythms, 90's FM synths, and the all-important 808 Kick, Djemba Djemba crafts a sound that is both intelligent and moving. Djemba Djemba – who has collaborated with the likes of Justin Bieber, Madonna, and Diplo – is the perfect fit to launch Smirnoff Double Black Ice Green Coffee at the Sound Collective LIVE event.
"I've been into streaming technology for a long time, so obviously I'm thrilled to be part of this project with Smirnoff and ClubcastLIVE. The fact that I'll be able to connect with fans across 4 continents in a single day is nothing short of amazing," says Djemba Djemba.
"We're excited to launch Smirnoff Double Black Ice Green Coffee by hosting a live-streaming music event," says Mark Gounden, Brand Manager, Smirnoff FABs at brandhouse. "Through live streaming, ClubcastLIVE is 'Exclusively for Everyone.' This platform will be giving an artist and fans the ultimate opportunity to connect, free of boundaries, through one performance. This is the perfect way to explore the night.'"
Fresh on the shelves, Smirnoff Double Black Ice Green Coffee is a blend of the Smirnoff vodka loved worldwide, with Green Coffee and Soda infused into the mix. Available in an ultra-premium 250ml sleek can, Smirnoff Double Black Ice Green Coffee is an easy-to-drink spirit cooler, perfect for the ultimate night on the town.
Last night we took the change to interview Djemba Djemba via teleconference:
1. What is your involvement with Smirnoff Sound Collective?
Kiesza and I made a song called 'Give it to the Moment' and partnered with Smirnoff Sound Collective to give it a broader reach. We released the song with them and they (Smirnoff Sound Collective) did a whole documentary around the processes of remixing. They found artists from around the world to remix the song. We found artists that were creating music different to ours, such as Nozinja from South Africa. The end result was an incredible documentary called 'Electric' which dropped a few days ago. [Watch the video below]
2. How would you describe your music?
I'm a drummer; it's really the first thing I learnt to do as a child, so everything I do is based on the drum. I listened to a lot of hip hop and drum and bass music growing up, so there are a lot of influences from those genres. With the shows that I play, it gives me the freedom to do what I want, so I'm not necessarily stuck in a specific genre.
3. What has been the highlight of your career?
A highlight has been working with Madonna on her last album that she just put out (Rebel Heart), that was really exciting. But I think just building this kind of music collective with my friend, and building a name for it around LA to the point where people know what it is. So that's kind of been the highlight for me.
4. What artists have you worked with previously?
I did a song with Sia, called elastic heart, which was pretty cool. I just did a bunch of stuff with major lazer on their new album. To name a few, Chris Brown, Justin Bieber, and this guy who is like the Justin Bieber of China, he's huge, his name is Lu Hon
5. What will party-goers experience on Friday in Cape Town?
I mean this is such an interesting concept (clubcast), because usually when you DJ you want to DJ in the room with people, so you can feel the energy. But I'm going to try make people feel like they're in the real setting, even though it's over the internet. People can expect my music, music that my friends mix, local music, and some hip hop they might now.
6. What's next for your career? What can fans look out for?
I'm dropping my own album, probably in February. But before then, I'm dropping a collaboration with a singer Merrybelle from Australia. We've got a single coming out next week and an EP coming out in January or February. A lot of different music and a lot of different sounding stuff to what people usually hear from me.
7. Who has been your favourite artist to work with and why?
Not a lot of people know him yet, his name is Elijah Blake. He's a singer signed to Def Jam, who I met through Diplo. We made one song that ended up being really popular last year called "I just wanna". I really like working with him because we did a whole record with each other in one week. So that was amazing, it might be dropping next week.
8. What are you listening to at the moment?
I've been listening to the Hiatus Kaiyote album, Choose Your Weapon. Erykha Badu just dropped You Can't Use My Phone, which is like a spin -off of a remix she did of hotline bling by Drake. It's really cool
9. Who are you inspired by musically?
I've said in other interviews that I grew up listening to the Beach Boys and the Beatles, and Michael Jackson. So they are definitely in my head when I start writing music. But I'm defiantly influenced by the people I grew up respecting as beat makers, like DJ Premier, Pete Rock and then more recently Hudson Mohawke. But it's hard not to be inspired by everyone.
10. How did you come up with the name Djemba Djemba?
It's kinda weird but, I liked the name, because when I was making a song it had a Djemba Djemba rhythm. I also play a lot of soccer and there's this soccer player named Eric Djemba Djemba from Cameroon. It's funny because, I don't mind that people think we're the same person. He had a really short career, so when people are like where did he go? They're like oh he's making music now.
11. What are some of the main challenges you face as a DJ?
I'd have to say DJing is one of the easiest things ever to do. So there aren't a lot of challenges. But in terms of logistical challenges, getting to places is difficult, but once you're at the party, it's pretty easy. Everybody is there to have a good time.
12. When can we expect to see you live in SA?
My friend Mr. Carmack is going back there now for Ultra festival and we have the same agent, so there is definitely potential. I'm aware of the parties that are happening over there, I have kids hitting me up and asking me to play. It's just about finding the right time and the right moment. I'm not big on touring, that's what's fun about doing the live stream. I get to see what it's like in all these cities without leaving my house. So this is a new experience for me. Let's see what happens.
13. How did you get into DJing and Producing?
A lot of luck and perseverance. Obviously I'm in a privileged position where I can make music for money, which is really cool. But it took me ten years to get to this point. Before then I was really into movies and then I did sound design and that moved into music. And then just being a good person and doing good work has lead me to this point.
14. Which do you prefer, DJing or producing? And why?
You know right now, I would say producing. But every time I play a show, I love doing that too. They both have their ups and their downs. But yeah, I'd say producing.
15. What do you do to get ready for a set?
I take a really long time going through my music and deciding what I should play. Djing is a collaborative process. You want to give people something completely new but also something they can reference.
16. Which artists would you love to work with in the future?
You just said it right there, Future. He's dope. I mean it's been a dream of mine to work with Beyonce, but that is just a pipe dream. I've been pretty lucky that I get to collaborate with people I respect and that are really amazing musicians.