Kenya Breweries launches Smirnoff Battle of The Beats Season 3

From left; Judges DJ Karowski, DJ Malaika and KBL Commercial Director Joel Kamau. [Courtesy]

Smirnoff Kenya proudly unveils the triumphant return of the electrifying Smirnoff Battle of the Beats Season 3, a DJ competition that's set to discover and champion the expression of progressive creativity through representation and inclusivity in the DJing industry.

Following the resounding triumphs of the two previous seasons and the unearthing of exceptional talents, Season 3 promises to raise the bar even higher.

Over the next six thrilling months, consumers will be witnessing a competition of unparalleled magnitude and grandeur. Smirnoff TM is introducing a national format that's all about celebrating Kenya's rich and diverse musical tapestry. From the mystic Mountains to the serene Lakes, the vibrant Coast, bustling Nairobi, and the enigmatic Rift, DJs from every corner of this musical wonderland will converge to vie for the illustrious title of the undisputed Smirnoff Battle of the Beat (SBOB) Season 3 champion.

Get ready to groove to the tunes of Kenya's most eminent and respected spin maestros, as they don the hats of official judges for this epic showdown: DJ Grauchi, DJ Malaika and DJ Karowski,. Their seasoned expertise is the guarantor that this competition will remain the ultimate proving ground for the country's cream-of-the-crop DJs.

This competition seamlessly melds with the larger-than-life Smirnoff TM’s We Do We campaign, a vibrant global initiative that boldly celebrates the magic of unity. It's a symphony of diverse people, ingredients, and flavours coming together to create something extraordinary. This campaign invites consumers to express their authentic selves, fostering a sense of unity and belonging. Smirnoff believes that we're stronger together, and this campaign, infused with fresh, colourful energy, represents the most significant platform shift in over a decade.

Speaking with infectious enthusiasm at the competition's grand launch event, East Africa Breweries Marketing and Innovation Director Anne Joy Michira declared that the revival of SBOB perfectly aligns with Smirnoff’s unwavering commitment to be the audacious spark that ignites the collective in line with their new campaign ‘We do We. “In a world where we’re constantly told to focus on ourselves, it’s becoming more apparent that we’re all yearning to be part of something bigger. At a time when the expression of ‘you do you’ has lost some of its shine and inclusivity is being challenged around the world, ‘WE DO WE’ is our rallying cry to embrace the power of the collective,” said Anne Joy.

Anne Joy also disclosed that SBOB empowers the youth to flaunt their talents and earn recognition from industry titans and music aficionados alike. "We take immense pride in reintroducing the Smirnoff Battle of the Beats Season 3. Brace yourselves, Kenya, because the stage is set, the decks are primed, and the beat is about to drop like never before,’’ This competition throws the spotlight on the DJing community, flinging wide open the doors to an array of thrilling opportunities. This competition is poised to birth the DJs of tomorrow.

While commenting on the launch of the competition, Smirnoff Kenya Brand Manager Brigid Wambua said: “Calling all aspiring DJs! Share your electrifying 2-3-minute DJing performance on Instagram or Facebook, tagging @smirnoffke and using the hashtags #WeDoWe and #SBOB.

Here's the lowdown of the spectacular journey this competition will undertake:

The Auditions: The pulse-pounding auditions will take center stage across the Mountain, Lake, Coast, Nairobi, and Rift regions. It all kicks off in Thika, but stay tuned for further audition dates to be announced on the official Smirnoff social media platforms – Instagram and Facebook.

The Top 20: Our meticulous organizers and discerning judges will meticulously select the crème de la crème from the video submissions, forging the elite Top 20.

The Thika Showdown: The Top 20 DJs will engage in a face-off at the Unleash Your Edge Fiesta event in Thika, an electrifying prelude to the main event. The judges will handpick the exceptional Top 12 DJs who will carry the torch forward in this fierce competition.

Battle Royale on "IWAKE": From Thika, the Top 12 DJs will take center stage on the KTN entertainment sensation show "IWAKE," captivating audiences over six to seven heart-pounding weeks. Home viewers will don the judge's hat, participating in a riveting voting process that culminates in a dramatic elimination.

The nail-biting elimination unfolds as follows:

  • Week one: 12 contestants will square off with five-minute sets, followed by a two-week consumer voting phase to crown the Top 6.
  • The Top 6 will then unleash their skills on live TV with awe-inspiring 10-minute performances, followed by another two-week voting period to determine the Top 4.
  • It's a showdown of epic proportions when the Top 4 hit the live TV stage, delivering jaw-dropping 15-minute sets. Once again, the viewers will wield their voting power for two intense weeks to unveil the Top 2.
  • In a grand finale of musical mastery, the Top 2 will go head-to-head in a thrilling 15-minute live performance showdown, where the audience will decide the regional champion.

This electrifying process will unfold in each of the five regions. Once the dust settles, the five regional victors will converge for an epic showdown in front of a live audience and a panel of esteemed judges, where the Kenyan champion will be crowned.

Competition prizes are listed below:

  • Our regional winners will walk home with a 2TB -Flash Disk, Headphones, and A Smirnoff hamper as well as the chance to be DJ’ing in some of our subsequent events.
  • The overall general winner will take home a 2-TB Flash Disk, Headphones, Mac Book Laptop, DJ Deck, and Flight Case as well as the chance to be DJ’ing in some of our subsequent events and ultimately the bragging rights to be the season 3 winner!

Gear up for an epic battle of beats, and let the rhythms of unity and authenticity reign supreme. Smirnoff Battle of the Beats Season 3 is here to set your soul ablaze with the power of music, the magic of unity, and the thrill of victory. Stay tuned for an unforgettable journey through the heart of Kenya's musical landscape.

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