DJ Hlo Becomes Ambassador And Face Of New Wine Brand
South African DJ Hlosiwe Mthalane, better known as DJ Hlo, has been announced as the official face and ambassador for new wine brand, Le’Maz. This announcement comes after the DJ’s hit song, Isibani, was crowned Song of the Year at Ukhozi FM, with over 214 966 votes.
DJ Hlo was the first female artist to win the contest, overtaking favourites like Kabza De Small featuring Ami Faku and Zakes Bantwini. However, this achievement was overshadowed by accusations that the voting process was rigged, and she was not deserving of the accolade. Despite the backlash, DJ Hlo has signed a one-year contract with Le’Maz, which is believed to be worth approximately R500,000.
From Controversy to Endorsement
DJ Hlo’s victory was mired in controversy when her win was challenged on social media, with some people claiming that the voting process was rigged. There were also allegations that she was not deserving of the award, leading to a social media frenzy.
This negative attention forced the DJ to call a media conference, where she threatened to sue her detractors. After the storm had settled, the DJ expressed her excitement at signing an endorsement deal with Le’Maz, saying it is a sign that her work and influence as an artist are being recognised.
The Importance of Product Endorsements for Creatives in the Music Industry
According to a report by Music in Africa, product endorsements and ambassadorships are a lucrative source of income for artists in the music industry. The report revealed that, on average, creatives in the sector earn R10,000 per month and above through product endorsements. For artists, product endorsements can be a valuable source of additional income, and as DJ Hlo pointed out, it is essential to find other revenue streams apart from music.
Le’Maz Wine Launch
Le’Maz wine brand was officially launched on Friday at Dukkah restaurant, a high-end establishment located in Durban’s Florida Road. The brand is rapidly gaining popularity in various posh restaurants and nightclubs across Durban. With DJ Hlo now serving as its ambassador, the wine brand is set to receive even more recognition and support. The DJ has expressed her excitement about the deal and has stated that she looks forward to working with Le’Maz.