For the past 35 years, the soft drink company, Sprite has had a stronghold on the hip-hop community, unlike any other soda. Through various campaigns, Sprite has embedded itself in hip-hop culture by utilizing some of the biggest stars such as Drake or even Vince Staples. Now setting its sights on expanding internationally, Sprite has teamed up with South African rap phenom, Blxckie. Together, they have combined their efforts to create an energetic single titled “South.”
In the “Limelight”
Blxckie joins a diverse group of international artists like Doechii and Mahlia for Sprite’s third season of “Limelight.” This limited series puts the spotlight on emerging artists and their respective countries. Essentially, each artist is tasked with crafting a song & hook that perfectly represents their artistic vision.
Luckily for Blxckie, he had the opportunity to collaborate with the Grammy-nominated producer duo, Take a Daytrip. Before Blxckie even entered the picture, “South” was already a reference from Take a Daytrip that needed some tweaking. But Blxckie was able to bring their idea to life by simply using his real experiences to paint a narrative.
In the music video for “South,” Blxckie shares his personal story and how he pushes through adversity. Directed by Allison Swank, she does an impeccable job of visual storytelling through symbolism. For example, in one scene we are shown scrapbook cutouts of Blxckie’s life to show how far he has come. The best visuals tell a complete narrative and this one is both engaging and adds a new dimension to Blxcki’s triumphant story.
The collaboration is evidence that Sprite has its sights on expanding its reach beyond international markets with exceptional music. Collaborations like these are what push the culture forward and towards a mainstream audience.
Blxckie will be going on U.S. tour
If you enjoyed “South,” you can expect a lot more from Blxckie in 2024. Blxckie will be embarking on his first-ever headlining U.S. tour later this fall.
You can view all the tour dates on his website. Additionally, you can stream “South”below.
