Filah Lah Lah, a talented singer-songwriter from Pretoria, South Africa, is an artist whose expression of music is shaped by introspection, perched at the intersection of nostalgic soul and futuristic R&B. Her sound has sirened the attention of many brands attuned to the pulse of culture—most recently, Heineken Silver, otherwise known as the “Surprisingly Smooth” beer. Together, Filah Lah Lah and Heineken Silver form a partnership that is more than just a brand collaboration; it’s a thrilling manifestation of how music and libations shape the culture.
From the outset of her career, Filah Lah Lah has been vocal about how music has shaped her identity. In her sit-down interview with BubblegumClub, she reflected on the role of music as a personal sanctuary: “I didn’t grow up in one place; I was always moving, always adapting to new environments. That left me feeling disconnected at times, but music was my anchor.” These sentiments of searching for belonging and grounding oneself are at the heart of her music, where each track serves as a form of healing, reflection, and connection.
Her latest single, Way It Should Be, speaks to the need for continuous modes of re-centering amid the chaos of modern life. As Filah explained during the interview, “The song is just about needing space from the outside world, just trying to recenter, trying to find your chi, your energy. And I really feel like that speaks to the smooth agenda with Heineken Silver.” The connection between the song’s message and the campaign’s ethos is immediately apparent—both revolve around creating smooth experiences and situations in an otherwise overstimulating world.
Heineken Silver has carved out its own niche by offering a lighter, smoother version of its iconic lager. With a 4% ABV and a notably crisp finish, the much anticipated Heineken Silver is crafted for those who appreciate subtlety in flavor without sacrificing the experience. As the brand ventures into music and cultural collaborations, its “Surprisingly Smooth” campaign matches those natural moments that make South African culture so effortlessly cool.
This campaign’s creative premise is simple yet effective—capturing moments where life’s unexpected smoothness takes center stage. But whether it’s a spontaneous gathering, a creative breakthrough, or a night out, Heineken Silver’s brand identity makes sure to blend into these moments rather than dominate them. This makes the collaboration with Filah Lah Lah feel quite complimentary, as she said, “For me to be a part of a campaign like this makes me feel special. It makes me feel seen. It makes me feel like I’m doing something right as an artist.”
At the heart of the collaboration is the music video for Way It Should Be, which draws heavily on Filah Lah Lah’s fascination with cinematic storytelling. The video blends elements of retro hip-hop visuals and surreal, experimental techniques. As she describes it, “We’re playing with backward motions, inspired by old hip-hop videos and the cross-pollination between cinema and music videos. I think we’re in the business of making cinematic music videos.”
This vision is aligned with Heineken Silver’s smooth aesthetic in that the music video doesn’t just showcase a track; it creates an experience, drawing the viewer into the narrative in a way that feels fluid, almost hypnotic. The visuals reflect Filah Lah Lah’s readiness to explore new creative territories, much like Heineken Silver’s desire to break from tradition and offer something new—something lighter and smoother. “We’re about youth, vibrance, and fun,” said a representative, enlisted by Heineken to help infuse that youthful spirit into the music video.
Bringing Filah Lah Lah’s creative vision to life required collaboration with a team of directors and producers, a process that wasn’t always straightforward. “It’s not always easy,” she admits when discussing the collaborative process with the director of the music video, “but it’s definitely fulfilling.” For her, the highlight of the project was “having everybody give it their all […]—that’s my favorite part of being on set.”
By choosing to work with an artist like Filah Lah Lah, Heineken Silver is not merely sponsoring an artist but actively participating in the creative process. As Filah herself noted: “I didn’t think Heineken would even be interested in what I’m trying to create. It just means they’ve got their ears on the ground to what the kids are actually doing and listening to.”
The collaboration between Filah Lah Lah and Heineken Silver showcases how brands and artists can create truly meaningful partnerships. Instead of imposing its narrative, Heineken Silver lets Filah’s music and vision take the lead, making the campaign feel more like a cultural moment than traditional advertising. This mutual respect results in an authentic, organic connection. Watch how Heineken Silver captures its smooth, effortless vibe through Filah’s upcoming release of the visually striking Way It Should Be music video.
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