DJ Fresh a MINI maverick

National broadcasting icon and admired 5FM afternoon drive show host, DJ Fresh, has once again added his name to the South African friends of MINI in a partnership. The collaboration embodies the unique ethos of a brand renowned for forging its own path over the course of half a century by adding the MINI John Cooper Works Countryman to Fresh’s list of favourite MINIs to drive.

Fresh, who sits at the helm of South Africa’s most popular local radio offering – the Fresh Drive, joins the likes of Goldfish, DJ Euphonik, Goodluck and William Rupert Mellor as an official brand ambassador.

Things could have turned out very differently for DJ Fresh had he realised his boyhood dream of being a fighter pilot. Instead of cruising the skies at Mach 3 he nurtured a love for music that would later shape his career.

In keeping with MINIs thirst for the road less travelled, Fresh left the world of formal education in 1997 to join YFM as a presenter. Six years later he had secured a top spot at the station, heading up the breakfast team.

Shortly thereafter 5FM expressed its interest in securing the ‘Big Dawg’ – as Fresh is also known - for a new afternoon drive show format. In 2006, he joined the station to kick off the Fresh Drive. The rest, as they say, is history.

DJ Fresh is also well known for his prolific career as a musician. With 33 house albums to his name this respected figure is widely regarded as one of the early pioneers responsible for bringing the genre to the masses.

According to Fresh, his dedication to doing things differently started at an early age.

“I hated the norm. I never followed the rules. I didn’t dress very fashionably not because I couldn’t but because I didn’t want to look like everyone else. I never wanted to be part of the herd” It is this very attitude, he believes, that makes MINI so unique.

“MINI is a non-conformist brand. It’s out of the ordinary. Those that drive a MINI don’t follow trends. They are individuals”.

“MINIs partnership with DJ Fresh is central to the spirit of friendship and represents a spirit of kinship that has stood the brand in good stead for fifty years,” said Kabelo Rabotho – General Manager of MINI South Africa.

“We are delighted to have DJ Fresh part of the friends of MINI fold. His dedication to uniqueness is central to what we strive for as a brand - individuality and freedom. MINI has always embraced the mavericks – those who can’t help but fit out. I am confident that we will continue to strengthen our partnership with Fresh as we take the road less travelled together”.

To find out more visit www.mini.co.za

-Ends-

For any questions of this press release, please contact BMW South Africa’s Group Communications and Public Affairs Division as follows:

Edward Makwana

Manager: Group Automotive Communications

BMW South Africa (Pty) Ltd

Email: edward.makwana@bmw.co.za

Tel: +27-12-522-2227

Internet:

BMW Press Club South Africa: https://www.press.bmwgroup.com/pressclub/p/za/startpage.htm

MINI South Africa: www.mini.co.za

Social Media Pages:

Facebook: http://www.facebook.com/MINISouthAfrica

Twitter: http://twitter.com/MINISouthAfrica

YouTube: http://www.youtube.com/MINISouthAfrica

The BMW Group

The BMW Group is the leading premium manufacturer of automobiles and motorcycles in the world with its BMW, MINI and Rolls-Royce brands. As a global company, the BMW Group operates 28 production and assembly facilities in 13 countries and has a global sales network in more than 140 countries.

In 2013, the BMW Group sold around 1.963 million cars and 115,215 motorcycles worldwide. The profit before tax for the financial year 2012 was € 7.82 billion on revenues amounting to € 76.85 billion. As of 31 December 2012, the BMW Group had a workforce of 105,876 employees.

The success of the BMW Group has always been based on long-term thinking and responsible action. The company has therefore established ecological and social sustainability throughout the value chain, comprehensive product responsibility and a clear commitment to conserving resources as an integral part of its strategy.