Smirnoff Kenya has unveiled the Smirnoff Battle of the Beats Season 3, a DJ competition that’s poised to unleash an unprecedented musical frenzy countrywide. Following the success of the two previous seasons and the discovery 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 is introducing a regional 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 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 Red Bone, DJ Karowski, and DJ IV. Their seasoned expertise is the guarantor that this competition will remain the ultimate proving ground for the country’s cream-of-the-crop DJs.
East Africa Breweries Limited Managing Director Jane Karuku says the revival of SBOB aligns with the company’s commitment to engage with its consumers. “KBL continues to craft consumer-centric options in harmony with evolving trends while uplifting the DJ and artist community to dizzying new heights. We take immense pride in reintroducing the Smirnoff Battle of the Beats Season 3,” says Ms Karuku.
Mrs Karuku said the platform empowers the youth to showcase their talent and earn recognition from industry titans and music aficionados. “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, and Kenya’s entertainment scene will bask in its radiant glory,” she added.
Smirnoff Kenya Brand Manager Brigid Mbugua said: “Calling all aspiring DJs! Share your electrifying 2–5-minute DJing performance on Instagram or Facebook, tagging @smirnoffke and using the hashtags #WeDoWe.”
Here’s the lowdown on 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.
The Top 20: Organizers and discerning judges will select the crème de la crème from the video submissions, forging the elite Top 20.
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
- 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.
But that’s not all! 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.