For their latest campaign “Sparkle On!”, Appletiser didn’t get the Monotones or the Fanny Ks of the brand brothel world involved, but chose the bold route of putting international loop artist, Dub FX (real name Benjamin Stanford), together with South Africa’s queen of clubs, Tamara Dey, to see what they would come up with. The result of this unlikely collaboration is a beat-crazy song, which will accompany the campaign and be included in an advertisement, featuring – you guessed it – Dub and Tamara.
“Hopefully, we’ll expose each other to our audiences…”
Appletiser Partner Dub meet Tamara; Tamara meet Dub
Sitting together, the superstar duo both concede that the whole concept was mapped out and designed before they’d even been approached. This leads to the million dollar question: Were they even familiar with each other’s music before this project?
“No, we were introduced to each other through this,” Tamara says honestly. “I was told about Dub and then went and spied on him online and was just so blown away. Up until that point, it was just a cool opportunity: an amazing brand to work with, great opportunity to be myself in an ad, and represent my brand out there as well – but then, when I stumbled upon his stuff, it was like, ‘Shit. This guy is really amazing.’ On a musical level, [it was an] awesome opportunity to work with someone I’d really like to work with.”
“I felt the same way,” Dub smiles. “I like working with other vocalists, and I’ve done so in a lot of places – but never someone like Tamara. I’ve worked with rappers – mainly rappers – and solo instrumentalists. So, [it was] getting the chance to work with: a) someone who’s really good at singing, and in a style I’ve never worked with before, and b) someone who actually has quite a bit of notoriety in this country, so it kind of helps me, too. Hopefully, we’ll expose each other to our audiences.”
Beyond the Campaign
Affirming how they’ve clicked musically, when it could’ve all just failed, Dub and Tamara go on to mention how they’d like to rewrite or extend the campaign song, because they feel it has the potential to be a radio single, or even a club hit. So, is there any chance of fans seeing them performing the song in a live setting soon?
“Not at this point,” Dub says. However, Tamara isn’t saying never, quickly adding, “I mean, if we did rework a version for radio and he came out to do some shows, which I’m really hoping is gonna happen. This whole thing has exposed me to his stuff, and I think people here, across the board, are going to dig what he does. It would be rad to see him play some shows here, and, if that happened, I’d love to jump up [on stage] with him.”
To Gig or Not to Gig
Rather interestingly, Dub isn’t performing any South African shows this time around. “I really wanted to. We tried to organise something, but just because I don’t really have much of a profile [here], nothing seemed to [work]. I’m also in the middle of an intense tour across Europe and the US… I probably could’ve organised something really little – but I just thought, I’d rather wait, do this (Appletiser song and commercial), have some chill time, go to a game reserve and poke our noses around a bit. I think after we’ve finished this tune, maybe I’ll come back and do some festivals,” he says.
Considering how many musicians promise to come back to South Africa, but lie like a politician under oath, I push him for a more concrete answer. When, Dub, when? “I’m booked up until November, and then I’m taking a break for a few months. So, next year… next summer or spring?”
Doing her bit to ease any apprehension that Dub might have about coming back, Tamara adds, “I know the scene here well. I think the Cape Town scene will just eat him up. His stuff crosses over; it’ll appeal
to your dubstep crowd, hip hop crowd, dance/electro kids. There are a lot of venues where his live performance will go down well.”
Hopefully, Tamara’s influence and words will seal the deal tand get Dub FX back in SA sooner than we think.