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A'Rise Heineken Tobe Nwigwe

Arise by Heineken readies to launch with Tobe Nwigwe

A’Rise by Heineken is coming and they’re bringing Tobe Nwigwe with them. The new event property is a multi-layered platform that gives iconic tastemakers the opportunity to connect with rising local talent within music, fashion, and art across South Africa.

The first event is taking place in Johannesburg on the 3rd of December and will be headlined by international artist Tobe Nwigwe. Tobe describes himself as an enigma; a rapper and singer with a multitude of musical influences. When a career-ending injury crushed his NFL dreams, Tobe Nwigwe dedicated himself to motivating others to find their purpose through performing arts.

His music has garnered a lot of attention. Tobe holds a best-of performance for NPR’s Tiny Desk Concert series which quickly garnered him millions of views and wide acclaim. During the pandemic, Tobe went viral on digital platforms for his songs “I Need You To (Breonna Taylor Tribute)” and “Try Jesus.” Tobe has also just scored his first Grammy nomination.

Tobe will be joined by A-Reece, Jay Jody, Marcus Harvey, Kelvin Momo, Mellow and Sleazy, Sun El Musician, and Ami Faku as acts on the day.

Yay Abe, the series Creative Director, will also collaborate with local streetwear designers, Broke & Float Apparel. This collaboration will see the creation of a limited-edition capsule which will be released at the series launch event.

“For young and aspiring creatives, South Africa’s creative space can seem like an exclusive club reserved for our country’s most successful cultural tastemakers. We as a brand are all about celebrating diversity and through A’Rise we’re breaking down the doors and fostering supportive communities to drive inclusivity within the creative space,” says Marcel Swain, Head of Marketing: Premium at Heineken® South Africa.

A’Rise is celebrating with four immersive events in three cities with four international music icons and over 30 of South Africa’s biggest artists. The Joburg leg takes place on the 3rd December at Steelworks. For more information and a link to buy tickets, check out

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