Kwesta & K1 Jaxe Drops Jameson Rap A Verse Track
In this fast-paced digital age where trends come and go at a mile a minute, it’s hard for a fresh and authentic musical voice to cut through all the online noise and be heard. The inaugural Rap A Versewith Kwesta set out to change that, with Jameson Irish Whiskey allowing rappers the opportunity to stand out from the musical crowd by making an impression upon, and eventually recording a track with SAMA-winning and record-setting rapper, Kwesta.
Forming part of Jameson Connects: The Stay Inn, a playbook of live virtual events brought to you by Jameson, Rap A Verse with Kwesta attracted 1 420 competition entries over a 5 week period, with Kwesta enduring the unenviable task of combing through each and every one to select a winner.
It was ultimately Katlehong-based rapper, K1 Jaxe, who was crowned Rap A Verse’s first king, receiving a trip for two to the Jameson Distillery in Ireland, but also the once-in-a-lifetime opportunity to record a track with SA rap icon, Kwesta.
K1 Jaxe’s dream has now, quite literally, manifested itself into reality with the release of ‘Dreams’ alongside Kwesta.
“Being in the studio with one of my idols is a day I’ll never forget and I’m so happy that it happened through the Jameson Connects platform. Even thinking about it now still gives me goosebumps!” K1 Jaxe enthuses when asked about the first time he met SAMA-winning rapper Kwesta.
“After sanitising my hands, I had my back to the entrance and I remember him walking in. You think you’re ready to hear Kwesta’s voice but you’re really not. He embraced me like we’ve known each other for like 10 years or more. While I was recording my verse, I could see Kwesta and he was reciting the lyrics with me word-for-word. There was a camera crew there that day and I hope none of them caught me there, crying a bit. But that was an amazing moment and I’m so grateful to Jameson that we were able to capture that on video, because it will always be captured in my mind’s eye,” K1 Jaxe says.
“The recording of the track was very special and the atmosphere was great,” Kwesta explains when questioned about the recording process of their collaboration. “K1 Jaxe was in the moment and he didn’t let it get too big for him, he also didn’t allow himself to act bigger than the moment. He was there and he was present – and he was pretty smooth.”
The song itself is melodically rich and textured, and lyrically rooted in aspirational pursuits, driven by two rappers who are the embodiment of what it means to chase your dreams.
“The lyrics are specific to mine and K1 Jaxe’s dreams and what it took to get them, or what it’s taking right now to get to them, so it encapsulates all the things we spoke about before we made the song. So it came out just the way it should have,” Kwesta declares proudly.
“Jameson is a brand that makes together better, we provide a platform where talent can connect, collaborate and create,” explains Beatrice Marfleet, Marketing Manager of Jameson and Irish Whiskey at Pernod Ricard SA. “We were honoured to partner with Kwesta on this search for emerging talent and look forward to seeing how K1 Jaxe’s career develops and where ‘Dreams’ take him.”
K1 Jaxe and Kwesta’s striking single ‘Dreams’ is available to download exclusively on the Jameson Irish Whiskey website, for free from 14 – 21 August.
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BEHIND THE SCENES IMAGES OF KWESA AND JAXE IN STUDIO HERE
Biography: K1 Jaxe:
“South African hip hop artist Katleho Ayanda Mokgopa, popularly known as Jaxe, discovered a passion for writing poetry in his early primary school years. His confidence was boosted as he became popular among his peers for his ability to write, flow and dance (a bit). Born and raised in Katlehong, Jaxe was inspired by the likes of Flabba, HHP and Prokid, which led to him recording his first song at the age of 14 called “Mabozolo” (Don’t ask lol). 2018 saw the successful release of his full project called Monstar, where he uses his ability to rap in English and vernac to paint a picture through his music like no other artist can.
It’s not all about rap/Hip Hop culture and studio time, Jaxe also enjoys a good game of five-a-side soccer, watching stand-up comedy and spending time with his loved ones.”
About Jameson
Jameson Irish Whiskey was established in 1780 by John Jameson, founder of the Jameson Distillery on Bow Street in Dublin. Over the past 200 years, Jameson has won fans in more than 130 countries for its signature smooth taste profile, the result of triple distillation, its Irish character and authenticity. Today, the Jameson family consists of Jameson Irish Whiskey, Caskmates and Jameson Select Reserve. Jameson is the world’s favourite and fastest-growing Irish whiskey, driving the global renaissance of Irish whiskey through 28 years of consecutive growth and selling a record 6.5m cases in 2017.
www.jamesonwhiskey.com
About Pernod Ricard
Pernod Ricard is the world’s n°2 in wines and spirits with consolidated Sales of € 9, 010 million in 2016/17. Created in 1975 by the merger of Ricard and Pernod, the Group has undergone sustained development, based on both organic growth and acquisitions: Seagram (2001), Allied Domecq (2005) and Vin & Sprit (2008). Pernod Ricard holds one of the most prestigious brand portfolios in the sector: Absolut Vodka, Ricard pastis, Ballantine’s, Chivas Regal, Royal Salute and The Glenlivet Scotch whiskies, Jameson Irish whiskey, Martell cognac, Havana Club rum, Beefeater gin, Malibu liqueur, Mumm and Perrier- Jouët champagnes, as well Jacob’s Creek, Brancott Estate, Campo Viejo and Kenwood wines. Pernod Ricard employs a workforce of approximately 18,500 people and operates through a decentralised organisation, with 6 “Brand Companies” and 86 “Market Companies” established in each key market. Pernod Ricard is strongly committed to a sustainable development policy and encourages responsible consumption. Pernod Ricard’s strategy and ambition are based on 3 key values that guide its expansion: entrepreneurial spirit, mutual trust and a strong sense of ethics. www.pernod-ricard.com
