Judy Jay, a nineteen-year-old DJ from a small village in Limpopo, called Sekhukhune, has been announced as the Diesel Denim Friday winner. She took the championship from a pool of over seventy DJs across the country. Brought into the competition by HERO DJ, Lamiez Holworthy, this young female DJ has already been building up quite the following on Instagram, with over 42 thousand followers who have been rooting for her to win the DJ competition. With only two years of experience in the industry, Judy, has cemented her place as one of the country’s best up-and-coming DJs.
When Lamiez was asked about the initiative she said, “Being a part of DDF has been such an honour. Not only because we got to experience new talent but because we also got to give new and upcoming DJs such a great platform. “I insisted on putting women on because I know how much harder it is for us in this cut throat and male-dominated industry. I also feel like women like Judy Jay deserve all the help that they can get because they shouldn’t have to suffer as much as we did coming up. Not only is she super talented, she’s also really disciplined and has genuinely put in the work. I knew that she’d win this because she stands for all that Diesel is about.”
Shimza announced the winner through the Diesel Denim Friday microsite (https://dieseldenimfriday.co.za) on May 28th 2021. Judy was completely speechless when she found out she had won, and immediately burst into tears when it had finally sunk it.
Judy Jay’s statement: “I am truly overwhelmed and excited about this at the same time I am so so grateful to have come out on top of this one because Diesel has for a very long time been my favourite brand. I honestly do not take any of this for granted and truly feel blessed. This couldn’t have been possible without all the love surrounding me from my close ones but most importantly my fans as well. I love them so much. Thank you so much…”
Thanks to Diesel South Africa Judy will be co-producing a track with SUPERHERO DJ, Shimza. She has also been awarded fifty thousand rand and now holds title of Diesel Denim Friday Champion, taking her place at the top!
Last year, Diesel took their Denim Fridays online with the initiative, that embraced a new approach next to their already popular Diesel Denim Friday events.
Diesel Denim Fridays (DDF) began as a way for Diesel to bring South Africans’ love for music to the forefront of the brand’s local community. What started out as a simple way to entertain Diesel customers in store, evolved into a national initiative where the Diesel brand empowered emerging DJs through the DDF platform. DDF is also went with digital approach as a response to the COVID-19 pandemic.
Diesel enlisted the help of some of SA’s biggest players for the initiative – led by Shimza, who the brand presented as their ‘SUPERHERO DJ’. The ‘HERO DJs’ Lamiez Holworthy; 5FM’s DJ Loyd; Ukhozi FM’s King Sfiso; and Oscar Mbo, were also enlisted and played a key role in selecting the top emerging talent and the overall DDF winner.
HOW IT WENT DOWN
Each month, Diesel, in partnership with Shimza, and the HERO DJs from each city (Durban, Johannesburg, Pretoria and Cape Town) selected a set of 3 emerging DJs per region to be given the DDF platform as a way to showcase their talent. On the last Friday of the month each HERO DJ streamed live from a different Diesel location across the country, with their selection of top three emerging DJs. All mixes were streamed through a dedicated DDF website, and were made available after each DDF session.
The public were able to stream, listen, download and vote for their favourite mixes. From there, the HERO DJs selected an overall finalist from their region, who streamed a final set on the last Friday in May. Diesel both locally and internationally has always seen music as one of the foundational pillars of their brand. With the new DDF initiative, the brand hopes to further cement its relationship with local music culture and empower young talents, who are trying to succeed in the industry.
The DDF initiative was run from October 2020 to May 2021.
More information on Diesel Denim Fridays can be found at: www.dieseldenimfriday.co.za.