Monkey Shoulder Appointed Shimza as Brand Ambassador
The whisky brand has partnered with the South African producer to elevate the local Afro House and Afro Tech music scene.
Updated on Oct. 14, 2026 in Dance and Electronic
Whisky brand Monkey Shoulder has officially named South African DJ and producer Shimza as its new ambassador for Afro House and Afro Tech. This partnership aims to align the spirit brand with local music culture.
Why it matters
The collaboration seeks to deepen the brand's connection to South African music and culture through high-energy events. It positions the whisky as a central component of social music experiences.
The initiative centres on the Orange Hour concept, which features curated 60-minute musical sessions. These events are designed to promote the whisky brand alongside specific Spotify playlists.
The players
Shimza
He is a prominent South African DJ and producer known for his contributions to the Afro House and Afro Tech electronic music scenes.
Monkey Shoulder
It is an international whisky brand that frequently aligns its marketing campaigns with music and social cultural moments.
The details
As the official ambassador, Shimza will headline a series of branded events across Johannesburg, Cape Town, and KZN. The initiative promotes the Orange Hour platform to integrate music and consumption.
Timeline
The partnership was formally announced on 14 October 2026.
Industry Dynamics
This partnership reflects the ongoing trend of global spirit brands embedding themselves into the local electronic music ecosystem to foster community engagement. By leveraging the reach of prominent DJs, brands are increasingly prioritising cultural currency over traditional advertising.
Fans of Afro House and Afro Tech can expect to see Shimza at upcoming events in Johannesburg, Cape Town, and KZN. The partnership also provides listeners with curated access to the Orange Hour Spotify playlists.
The takeaway
The partnership highlights how brands use music ambassadors to create immersive consumer experiences rather than static advertisements. Readers looking to follow the events should keep an eye on the brand's official social media channels for specific dates in their city.
Further reading
Learn more about the local electronic scene in the Dance and Electronic section.
Source note: This article includes information reported by Showbizscope.
