Friends of Amstel Promises The Ultimate Premium Experiences
The excitement is at its pinnacle as Friends of Amstel gears up for what is bound to be an. This year promises to be an unparalleled experience, going bigger and bolder with two days of premium experiences, showcasing a stellar lineup of established and up-and-coming artists.
International Acts Omah Lay and Adekunle Gold To Headline Friends of Amstel
To round off the star-studded #FriendsOfAmstelSA local lineup, Amstel is proud to announce that Afrobeats superstars Omah Lay and Adekunle Gold will be headlining this year’s 2-day Friends of Amstel premium lifestyle experience scheduled to take place on the 11th and 12th of November in Gauteng.
Stanley Omah Didia aka Omah Lay is a singer and producer who burst onto the music scene in 2020, dazzling audiences with his Afrofusion magic that masterfully weaves together hip-hop, R&B, pop, and the captivating rhythms of highlife. Omah Lay’s debut album, “Boy Alone” hit the airwaves in June 2023, and he has since achieved worldwide acclaim thanks to his remarkable collaborations with global icons like Justin Bieber and Ozuna.
Also joining the Friends of Amstel two-day festival is award-winning musician Adekunle Gold, who brings his mesmerising blend of contemporary pop, folk, R&B and electronica, a fusion he calls “urban highlife”. As a singer, songwriter, and graphic designer, Adekunle Gold has become a Global household name thanks to his popular debut solo single, “Sade”, which launched in 2014. His fifth studio album. Tequila Ever After was released in July this year.
Bigger, Bolder, and Beyond The Expected
Amstel Brand Manager, Alicia Reddy, says, “As a brand, Amstel also has always been an enabler of progress. So naturally, when it came to Friends of Amstel and off the success of last year, our challenge was how do we take this property to the next level. So this year Friends of Amstel is back, we’re going bigger and bolder with two back-to-back premium experiences in Gauteng.” Reddy emphasizes, “Think cutting-edge new music and pushing the boundaries of culture and lifestyle.We’re bringing together some of the biggest acts in Africa to collaborate with talented up and coming musicians. Definitely one for the books.”
Friends of Amstel is all about bringing together the best talent from both Africa and South Africa. They aim to foster collaborations with the most promising up-and-coming musicians in the industry with the most reputable artists.
Bringing Talent Together
This year, Amstel partnered with Soul Candi to find the freshest up-and-coming talent. Artists had to submit their best work via the Amstel website where a dedicated team had the hard task of narrowing down the entries to 50 contestants per mentor. “Our four mentors who are Nasty C, Morda, DJ Kent and DBN Gogo, then went ahead and listened to each of the tracks and had the opportunity to select a winning mentee who they went on to collaborate with on that EP for Friends of Amstel. So apart from that amazing mentorship opportunity, our winners now get to take the Friends of Amstel stage this weekend in front of thousands of music lovers in SA,” Reddy said.
Reddy encourages all up-and-coming musicians to follow Amstel on their website as well as our social media pages – AmstelSA on Instagram, Facebook and Twitter – for any future opportunities. Amstel aims to continue to grow and open up the industry. Reddy said, “This project is a catalyst for bringing new talent to the forefront. So we want to help shape those new artists and the songs of South African music going forward.”
The EPs have been doing well and this weekend, you can expect to be immersed in an experience that seamlessly blends new music with boundary-pushing creativity. Stepping onto the stage at this year’s Friends of Amstel are the likes of:
- Afrobeat superstars Omah Lay and Adekunle Gold
- Uncle Waffles
- Kelvin Momo
- Scorpio Kings
Friends of Amstel Opens Up The Industry
Amstel values and treasures its artists. This is the driving force behind the brand’s decision not to sell tickets. They are actively backing those they believe in by getting people to listen to their music and showing valuable support. “By listening to the EPs that our mentors and our up-and-coming talent have collaborated on, it actually helps those talented musicians to make their way or make their name in the industry,” Says Reddy. She further explains that having an event that doesn’t have buyable tickets is how they and you, as the consumer, can support both the event and the artists by encouraging us to listen to their music.
Currently taking place in Gauteng, Friends of Amstel is planning on taking the show on the road and further enhancing your experience. “We all know music is the best tool for bringing people together and Amstel so is always looking for new ways and means of enhancing our consumer experience. So we definitely love to explore some collaborations with key industry players in future and I think music tourism and an amazing way of engaging those locals and visitors in terms of new experiences,” Reddy concluded.
Adekunle Gold will perform on the 11th of November and Omah Lay will perform on the 12th of November.
To stand a chance to win tickets to Friends of Amstel, simply:
- Visit www.friendsofamstel.co.za
- Listen to the Friends of Amstel EP
- Enter your details to confirm your entry
- T&Cs Apply. These can be viewed on www.amstel.co.za
Please note that Friends of Amstel is a cashless event.