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Three African musical artists to appear at South by Southwest in the USA

Heineken SXSW Festival 2024

A’Rise by Heineken is thrilled to announce a groundbreaking opportunity for three African musical artists who will take centre stage at the globally acclaimed South by Southwest Music Festival. Committed to supporting homegrown African talent, A’Rise aims to propel these artists onto the global stage, foster international collaborations, and build a community that transcends borders.

Glenburn Mother's Day Banner 2024

A'Rise: A Hub for Boundless Creativity

Over the past two seasons, A’Rise has served as the epicenter of creative convergence, providing a platform for producers, DJs, rappers, muralists, fashion designers, visual artists, photographers, and videographers to connect, collaborate, and create. A’Rise by Heineken is not merely an event; it’s a community-building initiative that nurtures relationships, creates opportunities, and empowers artists of diverse disciplines.

Building on the success of A’Rise, an international opportunity has been extended to musical stars Kooldrink, Kay Faith, and Sun-El Musician to showcase their exceptional talents at South by Southwest 2024. This marks the first time that three local artists will be featured at the festival.

Elevating African Talent to New Heights

As part of Heineken’s commitment to showcasing African talent, South by Southwest has invited three local artists representing various genres. The artists have been given two time slots to perform during both the International Hip Hop session and Afrobeats the following day. The artists are; Kooldrink, an artist at the forefront of African dance music and Amapiano, Kay Faith, a South African award-winning audio engineer and chart-topping record producer, and Sun-El Musician, a musician, DJ, and producer with an unmistakable brand of Afro-House and electronic fusion. This is a historic moment for these musicians to shine on a global stage, contributing to the vibrant cultural exchange that defines the spirit of the festival. 



Kooldrink is an artist at the forefront of African dance music and Amapiano. He’s globally recognised as one of a sprinkling of producers able to authentically represent their local scene while also fulfilling their potential to exist in the global pop and dance space. He artfully balances raw street flavour with exceptionally detailed sound design, and rich, saccharine musical progressions.

Kay Faith

Kay Faith is a South African award-winning audio engineer turned chart topping record producer. Having worked with some of the biggest Hip Hop artists in South Africa, she has proven herself not only as Kaapstad’s tastemaker but also as an important part of South Africa’s music scene. With each set she DJs, each classic she samples and each hit she creates, she shows us that we can draw inspiration from all corners of SA and that sound can be exported to the world.

Sun-El Musician

Sun El

Sun-El Musician is a musician, producer, DJ, and music enthusiast. He is known for his unmistakable brand of Afro-House and electronic fusion. He has opened up the genre to global audiences by introducing a mesmerizing mix of traditional African vocals with a distinct production aesthetic. When not performing, he spends his time in the studio creating his own music aided by over a decade of working in studio and an upbringing in a very musically influenced home.

Follow the journey of A’Rise by Heineken talents and featured artists as they captivate audiences at South by Southwest 2024. Stay tuned for updates and content as we bring the beats of Africa to the heart of the global music scene.

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