Hunter’s, South Africa’s most refreshing cider, has teamed up with TRESOR, multi-award-winning African Pop Maverick, to create Jacquel Culture House (JCH) a first of its kind in Africa. Hunter’s x JCH collaboration is set to be South Africa’s most powerful empowerment platform for new artists looking to succeed in the music industry. The collaborative venture is launching several platforms, including a talent search, for up-and-coming musicians in their pursuit of success in the industry. Hunter’s has always been a big supporter of the South African Music Industry, and its support of both musicians and the industry goes back many, many years.
More recently, at the beginning of the Covid-19 Pandemic, Hunter’s sponsored the Channel O Lockdown House party, which kept South Africans of all ages entertained in 2020, during an extremely uncertain time. In November 2021, Hunter’s was one of the first brands to host a concert aimed at kick-starting live music events after nearly 19 months of restrictions on public gatherings. Following the concert, Hunter’s donated 50% of the ticket value (R100,000.00) to the Music In Africa Foundation (MIAF), with a mandate to support the South African music sector. Furthermore, Hunter’s continuously partners with several musicians in the industry including Nadia Nakai, Tshego Worldwide and Prince Kaybee. Understanding the music industry, a little more, Hunter’s has been drawn to collaborate with the JCH project, spearheaded by TRESOR.
This brand-new platform will help equip emerging artists with the fundamental skills, resources, and opportunity to get mentored by SA’s biggest music stars. Unpacking TRESOR’S journey to success, it’s clear that many young South African creatives trying to enter the scene, face equally daunting obstacles daily. With TRESOR’s unwavering commitment to projects that uplift Africa (a proud UN Refugee Agency Ambassador) and Hunter’s having a long-standing track record as a big supporter of the SA Music Industry, it is the perfect collaboration between two icons of the industry.
Through this collaboration, Hunter’s is looking to Refresh the Rules of the music industry through enabling easier access + support to young musicians, who may not have been able to enter the industry without the resources, assistance or mentorship being provided.
“I am pleased to partner with Hunter’s to bring this epic project, that I hold very dear to my heart, to life. The partnership is centered around igniting the next generation of African creatives. Hunter’s being an outstanding champion of youth music culture is truly fitting to embark on this culture-shifting journey with,” expresses TRESOR. “I have been working on this project relentlessly for the past few years. The vision for this project and space is to give the youth a voice and platform to express their outstanding gifts freely with an incredible and carefully designed support system.”
Hunter’s consistently refreshes youth culture by giving opportunities to young people to realise their dreams and take a chance at making anything they dream of a reality. “Embarking on a journey to create new platforms for creative expression in music and entertainment is a non-negotiable task for Hunter’s. We have been looking for the right partner to work with and bring this to life; to get to a point where we can create opportunities in the music space for the youth, and for some, help create sustainable incomes from the industry”, says Anita Mubangizi, Marketing Manager – Hunter’s Cider. Hunter’s has never been afraid to do things their way, regardless of category and societal norms – celebrating originality in all its shapes and sizes.
Hunter’s | Jacquel Culture House will officially launch on 21 April 2022, and with entries to the talent search opening, aspiring talent can start tuning their instruments, warming up those vocal cords and working on their sales pitch.
“We are looking forward to being entertained and to see what South Africa’s talent has to offer”, concluded TRESOR and Mubangizi.
Follow Hunter’s and Jacquel Culture House’s social media platforms for more information and announcements around this #RefreshTheRules initiative.
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