If you don't already know about Appelsap, then you need to educate yourself. Having grown from a free block party jam for friends and fam that started in 2000, Appelsap has proven itself to be pretty unstoppable, and 17 years on, it's definitely the most important date in the Dutch hiphop calendar and we think one of the most important in the European hiphop calendar. Also, we just love the idea of hiphop having its own calendar.
The short film shows the team's experiences in South Africa, Indonesia, Texas USA, and Amsterdam through some very sincere visuals directed by a team of creatives that includes Appelsap's creative director Rogier Smalhout and Dutch photographer Lotte van Raalte. The film, created and supported by a collective of worldwide creatives from Cape Town to Berlin and Amsterdam, is a celebration of hiphop culture worldwide and the feeling described as the 'Appelsap vibe’.
The story of the campaign started when producer Sara Nix and photographer Lotte van Raalte (both at HALAL film & photography) met with Appelsap’s creative director Rogier Smalhout to travel to Cape Town to teach at the Township Filmschool, from there the team worked together with director Basha de Bruijn, DOP Deon van Zyl and the students of the film school to connect with several creatives and artists from Cape Town. The Appelsap team worked further on the campaign in USA and Europe and eventually shot footage on four continents with portraits of the festival’s international family like 070 Shake, AJ Tracey, Jarreau Vandal, Dope Saint Jude, Boolz, Beats Sampras, Blaq Slim, Mairo Nawaz and Jameszoo.
The film's creators had this to say, "Everybody stepped up and joined in to create something with a universal message: One love, come together on August 12 in the Flevopark in Amsterdam."
This year's line-up features the likes of legendary rapper Lil Wayne, amazing newcomer Young M.A, and Stratford's finest J Hus.
Appelsap Fresh Music Festival takes place in Flevopark, Amsterdam - 12/08/17. See you there.