In a major fusion of premium branding and local music culture, Monkey Shoulder has announced South African electronic music heavyweight Shimza as its official DJ Ambassador for Afro House and Afro Tech. This strategic partnership is set to come to life through a multi-city experiential tour spanning Johannesburg, Cape Town, and KZN, which will anchor the launch of the whisky brand’s highly anticipated “Orange Hour” campaign.
Thank you for reading this post, don't forget to subscribe!The collaboration pairs the global malt whisky brand with one of South Africa’s premier musical exports, breathing life into a shared “Nothing Beats Now” philosophy. By merging high-energy nightlife culture with a distinctively modern approach to premium spirits, the duo aims to reshape how South Africans experience the traditional sundowner moment.
A Shared Cultural DNA
Shimza has built an illustrious international career by rewriting the rules of the electronic music landscape. He has systematically elevated Afro House and Afro Tech from local dance floors to the world’s most prestigious stages, all while remaining deeply anchored in the South African creative community.
Monkey Shoulder shares this exact spirit of non-conformity. Originally crafted to challenge stiff, traditional whisky norms, the brand has consistently championed the unconventional – carving out a natural home within global music, street art, and contemporary culture. Together, the partnership represents a synergy of global reach and authentic South African rhythm, designed specifically for an audience that rejects the ordinary.
The Evolution of the Sunset Ritual: Orange Hour
As part of the rollout, the brand is introducing “Orange Hour” – a sophisticated invitation to reclaim the late-afternoon transition. As the sun dips, consumers are invited to hit play on Shimza’s curated Orange Hour Spotify playlist and pour a premium serve completely on their own terms. It is an uncompromising celebration of music, community, and personal taste, proving that when it comes to living in the moment, nothing beats now.
