Apelsin to Jos

During the fall of 2009, Brämhults tried to convince Apelsin (“orange” in Swedish), a legendary Estonian pop band, to get on a bus, travel through Europe, cross Gibraltar, drive through West Africa and then ultimately perform a concert in the Nigerian city Jos (“juice” in Swedish). Not only is this completely crazy, it also reflects Brämhults business idea.

With the aim to convince Apelsin to go to Jos, thousands of people signed a petition – in exchange for joining them on their bus. The journey to Tallin was broadcasted in a web-based series of eight episodes in the course of which viewers got to meet the flabbergasted band members.