Njabulo Hlophe is a multi-medium contemporary artist currently based in Johannesburg
operating under the pseudonym Dirty Native Chief. He would best describe his practice as storytelling rather than mere image making and the stories in question are merely conversations that work both inwardly and outwardly toward his unique experience of his surroundings.
“I do not believe my artwork can provide answers of any kind to the many questions that we encounter in our individual journeys through life, however, my work is merely a reflection of my interrogative process of these questions. I like to question, my art is in the questions.” – Njabulo Hlophe
The brand’s next Bold Ones campaign spotlights the rebels, innovators, and trailblazers who aren’t afraid to shake things up. The new campaign features four extraordinary individuals who embody the bold spirit of BULLDOG Gin: ZK had the honour to interview one of the influencers, storyteller and artist Njabulo Hlophe, who believes that boldness is a constant revolution.
1. Can you tell us about your first experience with Bulldog Gin and how it influenced your perception of the brand?
My first experience with BULLDOG Gin has to be with the work that they had done in previous years with Wanda Lephoto and Samurai Farai on social media and as an artist and a dreamer I just felt like here was a brand that really made an effort to actualise the dreams of the people they work with. I remember thinking to myself “Man, these guys get it”
2. How do you incorporate Bulldog Gin into your personal style and aesthetic as an influencer?
I spend my days in the between the studio making new work and the streets learning new stories to tell, and BULLDOG Gin is a great way to add get inspiration for that added BOLD twist. It’s a great conversation starter both between strangers and new canvases.
3. What sets Bulldog Gin apart from other spirits in your opinion, and how do you communicate this uniqueness to your audience?
BULLDOG Gin is a brand that I believe inserts opulence to something as rugged as street culture. The brand has worked with individuals that are custodians of street culture and this interactions always ends up in a crisp, well packaged end product with a street edge to it. This is communicated to my audience by the level of content we get to produce together from the very artful ad we’ve shot together to the various events and activations led by the brand partnership.
4. How do you approach collaborations with brands like Bulldog Gin to ensure authenticity and transparency with your followers?
I always try my best to align myself with brands that believe in the power of people and let those stories be the guide, whether it’s to speak for, to speak to, or to inspire. The goal is to let the people guide the stories they want to see.
5. In what ways do you see Bulldog Gin aligning with current trends in the beverage industry, and how do you leverage this in your content creation?
I see a lot of Alcohol brands aligning themselves with creatives to actualise their brand story, and this creative cross pollination is especially great for me as a storyteller because it puts me in a unique position to express my creativity to entirely audiences.
“I spend my days in the between the studio making new work and the streets learning new stories to tell,” – Njabulo Hlophe
6. What does World Gin Day 8 June represent to you and how does it tie into the essence of #BeginBOLD with BULLDOG Gin?
Gin as a product in its very nature is an appreciation of craft as it takes a unique understanding of natural aromatics to blend a beautifully crafted and smooth product. World Gin Day , June 8 for me is a day to appreciate this art form, it is a day to appreciate those who have taken the time to perfect these blends and ultimately crafting an amazing social catalyst that breathes new life into various social settings. This ties in perfectly with the #BEGINBOLD messaging as speaks to those individuals that take the time to hone their craft so much so that they deviate from the status quo it is these creators that take craft to a new place and that is what BULLDOG Gin is in part here to represent.
7. How does BULLDOG Gin embody a spirit of boldness and adventure?
From the moment you see a bottle of BULLDOG Gin, the dark seemingly black looking bottle immediately draws your attention, separating it from the rest of the crowd. From the way it is crafted to the language it speaks across its various touch points, BULLDOG Gin speaks to a particularly BOLD individual and by creating content with BOLD individuals a greater ecosystem is inspired to stand out and BE BOLD.
8. In what ways does BULLDOG Gin disrupt the traditional gin-making process and stand out in the realm of craft spirits?
BULLDOG Gin is crafted using a unique blend of 12 aromatics from around the world which ultimately serves a unique, well travelled tasting experience. With each smooth sip you are transported to various parts of the world that as well as the 5 part distillation process lends itself to a unique storytelling experience within each glass of BULLDOG Gin.
9. What is the one thing you love about BULLDOG Gin? Why?
BULLDOG Gin is not afraid to “take it there” from their BOLD choice of packaging to the creative output which borrowed from every participants creative output, BULLDOG Gin is not afraid to make BOLD statements and I absolutely love that.
10. Can you share any exciting cocktail recipes or mixology trends that align with the adventurous spirit of BULLDOG Gin and #BeginBOLD that you have tried at home?
My favourite way to have a BULLDOG would have to be the simple way with a basic G&T with a charred Grapefruit slice for dramatic opulent effect. You really need to let the star player shine sometimes and that’s what I get with this combination, the Gin dances beautifully on your tongue and a combination like that lets it take the lead.
Images: Supplied
