Culture Clash 2017
Music creates a mood. It moves you. People identify and align with their musical interest with cult like enthusiasm. Nowhere is that more true than ‘Culture Clash’.
Created from Jamaican dancehall, culture clash created a space for artistic expression and national pride.
Red Bull and Adidas united for a musical competition of art late this summer. Four dj crews would battle in ATL for the crown and bragging rights.
More than three thousand attendees gathered at 787 Windsor place to experience entertaining legends.
Representing ATL, Mike Will Madeit including his artist: Rae Strummurd and a host of other US artists – from Jamaica: Team Unruly missing Popcaan, all the way from the UK: Disturbing London lead by Tinie Tempah and the only crew featuring a female – WondaGurl from Toronto.
Each crew had four rounds to prove themselves. Every round had a different theme. Crews were given between 8-15 minutes to jam out. The overall music genre was Reggae reflecting the roots of ‘Culture Clash’. Mike Will featured prominent Atlanta musicians like Crime Mob, OJ ‘The JuiceMan’ and Crime Mob.
The Unruly team bought traditional island realness playing hits songs by Popcaan that throw the crowd into a frenzy.
Audience members put lighters, cellphones, handkerchief, water bottles, etc. into the air. Air horns sounded as party goers danced to every beat, sweating and vocally expressing approval or distaste.
Some teams choose to use non musical methods to win over the crowd.
Mike Wills crew tossed t-shirts, hats, stickers and noise makers into the audience. In the final round, the Atlanta based crew threw about 10k into the crowd. A major faux pas – as the audience immediately booed diverting their support to the Unruly crew. Ultimately, the Jamaican based crew reigned supreme.
In a cocktail… Culture Clash was diverse and grungy. Its simple but full of passion just like this fruity Gin cocktail created by the beverage artists at Sweet & Chilis.
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