Issuu

January 2022

ADDIS ABABA

10 "They say it takes a village to build a brand, and our consumers are part of our village."

Abiy Solomon

Photographer, Chief Creative and Entrepreneur

CatchUp

EatUp

ListenUp

Celebrating the Mid-90s New York Hip-Hop Revival

Juicy Generation: Everything looked oh-so beautiful

Jazzy Japan

Brief

Saturday Farmers market

Dressup Lights, Lights, Lights

10 Closeup

Chief Creative Officer at Komari Beverages and Multidisciplinary Visual Artist

Linkup Info Dive African Inventors

Listenup Jazzy Japan

Catchup Celebrating the Mid90s New York Hip-Hop Revival

Where're the pigs?

Abiy Solomon

05 Followup

Linkup

Editor’s Letter

Eatup

Juicy Generation

12 13

Whatsup

Nega Bonger A hidden gem

Whatsup+ Beu Delivery

Readup

A PAN AFRICAN JOURNEY

Thumbsup

14 Reelup

Movie Reviews

Linkup

City Guide

The best part of being in Addis right now is witnessing the variety of life-full events that pop up in the city. And not just events you want to go to for a weekly dose of music and flavorful gatherings, but events that mark great change on the horizon. From new spots, to new innovative solutions that make our lives easier, to rediscovery and valuation, our city has started to find celebrations in the nick and crannies of times filled with challenges. This month’s issue brings you some of these celebratory moments. From businesses, to entertainers, service providers, and marketers, the work force has decided to make a name. the hardest part was, really, what not to write about this month. Luckily our team has put together a worthy collection of discoveries for you, that you will undoubtedly enjoy. Whether you are new to the city or a born-and-raised Addis Ababian, there is something new to discover in this issue. And with all events back on the rosters this coming month, we are happy to leave you with a guide to how to treat yourselves in between it all. Have a great read, and see you next month. Edom Baheru Editor-in-Chief Managing Director:

Photographers:

Thanks to:

Eyob Workineh eyob@linkupaddis.com

Amanuel Ephrem Amanuel Asfaw

Komari Beverage Juicy Generation Nega Bonger Hotel Beu Delivery

Editor in chief: Edom Baheru lifeofapoetnerd@gmail.com Marketing Director: Mathias Aklilu mathias@linkupaddis.com Partnerships Director: Eyasu Abdella eyasu@linkupaddis.com

Contributors Alula Abadi Amanu Teriessa Ephrata Kibru Eyasu A. Ashenafi Fuabilich Gabriella Hilawe Haben Woldu Kidus Tamiru Yegeta Tsegaye Telilla Zewde Yeraswork

Cover photo: Courtesy of Girma Berta

Graphic Designer: Abenezer Samuel bensamuel189@gmail.com Scan QR code for Website

No part of this publication may be reproduced, distributed, or transmitted in any form or by any means, including photocopying, transllating, recording, or other electronic or mechanical methods, without the prior written permission of the published, except in the case of brief quotations emobodied in critical reviews and certain other non-commercial uses permitted by copyright law

LinkUp Brief Amanu Teriessa

December 2021

Sankofa Screening at Shifta Haile Gerima is a powerful name in the film industry. His work is moving, intense, and, of course, very honest. Because this is known by many, it is only natural that Shifta’s screening of Sankofa was very widely accepted. Not five minutes after the screening began, the allocated space for the film watchers was filled to the brim. The audio quality was very disappointing, but it seemed like that didn’t matter

to the people present at all; a lot of them stuck it out, completely undeterred. Sipping on Shifta’s classic Tela, taking bites from their unique collection of cuisine, and with our faces only lit by the light from the projector, we shared the harrowing tale of Sankofa. I wonder what is next to witness in a daze at that same space.

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Art to Earth Under the title ‘Art to Earth’, Tibeb Beadebaby along with EUNIC and Goethe Institute held a panel discussion. Held at Hyatt Regency, the event was aimed at addressing a very relevant question: what exactly is the responsibility of art to fight climate change? The panelists were from very different backgrounds, providing the whole discussion with a variety of expert opinions and perspectives – Meskerem Assegued, founder of Zoma Museum; Berhanu Rabo, architect, environmentalist, and CEO; and Dawit Haile, Operations and Business

Development Manager of 1888EC. Although the panelists raised very interesting points, it seemed that the participants were not as satisfied as they could have been. Once the panel discussion was over, though, a group of dancers took to the stage and performed elegant dances that enthralled every single participant, as the roar of appreciation proved when the group was done. A couple of poems from familiar names from Gitem Sitem were performed as well.

Fridaze New year's eve event The city was in a roar on New Year’s Eve. Making it one of the last parties of the year, Fridaze was packed to the brim with holiday celebrators. Without even considering the fun music and great vibes, just the sheer number of people who came to party made it extra special. Ethiopian Christmas being just around the corner, the party featured

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a Santa Claus who was a party freak. After giving gifts to a lot of people, the Santa Claus danced as energetically as anyone else in the room and because of that gave us all a surreal experience. The countdown to midnight was done, and a lot of kisses welcomed the New Year.

FollowUp

Saturday Farmers Market Where’re the pigs? Yegeta Tsegaye Telila

ne positive trend that has emerged, or rather taken flight, during the COVID-19 pandemic is that indoor events are not really the move. This is for the better; indoor events tend to get crowded, steamy, prone to pickpockets and gropers, and a general sense of discomfort. This is true for shopping events as well.

Photo by: Amanuel Asfaw

For starters, many of the shopping events (bazaars, exhibitions,

fairs, etc.,) that the city is used to primarily cater to large commercial businesses, not small, artisanal enterprises. The Saturday Farmers Market that was held at Greek Club on December 16th was designed to specifically highlight all sorts of artisanal brands that are operating in the city. Of note about these enterprises that attended the market was that many of them are run by youth.

Of note about these enterprises that attended the market was that many of them are run by youth.

Events like the farmers market should serve as the canary in the coal mine to societies such as ours

While these enterprises were there to sell their products and put their name out there, more than anything else, it was motivating to see so many young people aspiring to turn their passions into the central parts of their lives. Whether it was traditional leather or non-leather products, accessories, cakes, vegan and vegetarian food trucks, caterers, and even eggs, there was no shortage of commodities infused with a modern, sometimes hipster, but definitely appealing touch.

Photo by: Amanuel Asfaw

The youth’s intent to focus on sustainability and environmental mindfulness was also on display. Remember the eggs I mentioned? Yeah. While it was not too long ago that one of our biggest prides was that the food we consume is highly organic, we now live in a time where, like the rest of the “developed” world, we are being sold “organic eggs” in cartons at farmers’ markets. While it may not seem like a big deal (it’s just eggs after all), it is a situation divided between the sad reality of humanity’s war on nature and the youth’s uphill battle to prevent, and reverse it. The mobilization across the globe to mitigate the effects of irresponsible human action against the natural world is certainly admirable. Especially in developed countries where youth, who grew up deprived of the natural world, have found most cause to stand up for it. Events like the farmers market

Photo by: Amanuel Asfaw

should serve as the canary in the coal mine to societies such as ours that are closer to the natural world but are at risk of diverging from it dramatically. That was the general spirit of the farmers market as a whole. The appreciation that was being given to the enterprises was noting the difference they had with more commercial enterprises. The biggest difference? Quality. While many of the brands presenting at the market were relatively unknown, many of them even obscure, the quality of their products did not show it. Solomon Sandwich was especially of note to me as a hipster vegetarian. His recipes were a showcase of what the modern, more progressive youth seeks; flavor, comfort, AND health. That was the general theme of most of the brands that were present. Aside from the brands, however, the ambience of the event itself was fitting. It was a good change from the typical attractions on offer to residents of the city on Saturdays. Those who came to shop had a vast array of options, while those who were there to spend a relaxing day had access to the beautiful compound of Greek Club, tasteful, vibey music, good food, and cold beers. All in all, a change of pace from most of the events that LinkUp organizes, but a good one, nonetheless. The only thing missing? The pigs and the other farm animals, of course.

recipes were a showcase of what the modern, more progressive youth seeks; flavor, comfort, AND health.

Photo by: Amanuel Asfaw

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CatchUp

Celebrating the Mid-90s New York Hip-Hop Revival Zewde Yeraswork

ome ten years ago, while I was living in San Francisco, I saw a show about an hour South, bringing together legends from the Hip Hop Revival that marked the Mid-90s, about fifteen years prior, with New York City as its epicenter. That was the era of Bill Clinton, Martin Lawrence’s sitcom, and Nintendo 64.

Wu-Tang came out with Enter the 36 Chambers around that time, which followed up the debut from Raekwon, an original member, shortly before, entitled Only Built for Cuban Linx. Biggie’s Ready to Die, Nas’s Illmatic, which is still widely considered the greatest Rap album ever, Mobb Deep’s The Infamous, Jay-Z’s Reasonable Doubt, and The Miseducation of Lauryn Hill changed the medium forever. Inspired by Rakim of Eric B and Rakim fame, their multiple in-line rhymes and shifting schemes

That was the era of Bill Clinton, Martin Lawrence's sitcom, and Nintendo 64.

Photo from:posterplus.com.au

Photo from:thetimes.co.uk

The headliners included original members of Wu-Tang and a highly energized Lauryn Hill, breathlessly performing hardcore versions of classics from Miseducation, while leaping up and down all over center stage. She had been one of three members of The Fugees, whose album

The Score, was one among several breakthrough debut albums from unknown New York artists.

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I was born that year, in a borough across from the Bridge, during a crisis of the collective mind. up the ranks of the drug world, the fulfillment of the desire to escape that world, and the material attainment The gangster cinema of the New that allows for all of it, but the sight of Hollywood of the 1970s, or al- those he preys upon in the process is ternately, in Wu-Tang’s case, the unbearable. Kung-Fu flicks from the same time, filtered through the crack epidem- Better yet, the opening lines to “Can ic that pervaded the inner-cities I Live,” capture the stressful life of in the 80s, were reflected back in the hustler in one set of metaphors the source material of the Reviv- evoking the shape and color of crack, al. Jay-Z and Biggie Smalls relate the common slang for uncommon having to go out on the corner compensation, and the constant fear during the widespread takeover of meeting a violent end: “While I’m of crack. The ambivalence that watching everyone watching me stress, success, and moral compro- closely, my shit is butter for the bread mise cause is especially apparent they want to toast “ in Jay-Z’s Reasonable Doubt. Unfortunately, Jigga was not in atten“I sold it all from crack to opium, dance at the event. Nor was his partin third person, I don’t want to see ner-turned-adversary-turned-parthim,” he reveals in the opening ner Nas, shown in the album cover lines of a song entitled Regrets. piercingly gazing out as a child from Placing lieutenants--there is an the middle of the projects in Queensodd grammar joke thrown in here bridge, New York, circa 86. too--proves one’s advancement

Photo from:theringer.com

matched the gritty content and raucous filmic instrumentals.

I remember the blue vials that littered the sidewalks of the Rotten Apple. By the time I revisited the area, soon after the Revival ended, the whole place had been cleaned up, the core of the Apple hollowed out. Giuliani-era police crackdowns and mass gentrification had rendered the city unrecognizable. Times Square had gone from sex shops and seedy alleys to Disney and Swatch stores. As property values climbed, and crime rates fell, the neighborhoods and the communities of color inhabiting them were scattered to the edges of the urban

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landscape, as well as the popular consciousness. Meanwhile, Hip-hop became regional, and then global. When was the last time a relevant Rap artist came out of New York? That is what I remember thinking, and what I think about when remembering, that night on the opposite coast of my other homeland, about ten years ago. That, and Lauryn’s still got it.

When was the last time a relevant Rap artist came out of New York?

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Unfortunately, Jigga was not in attendance at the event. Nor was his partner-turned-adversary-turned-partner Nas, shown in the album cover piercingly gazing out as a child from the middle of the projects in Queensbridge, New York, circa 86. I was born that year, in a borough across from the Bridge, during a crisis of the collective mind. The characters from the drug trade, addicts, kingpins, stick up crews, and the beast in the blue Chrysler, come to life in Illmatic. In another borough of the City, the often-forgotten Staten Island, WuTang would describe the same broken promises and institutions in 36 Chambers--It Gots to be Accepted...that what? That Life is Hectic. Apparently, they did not just borrow an aesthetic from the East.

DressUp

LIGHTS LIGHTS

LIGHTS Using lights to tell stories and capture the spirit of existence is something human beings have done since time immemorial. From stories on cave walls, to campfire huants, to the development of cinema and our eyes, our development as a species has been reliant on our relationships with light.

In this piece, Nafkot takes light to all its heights. Much like her other work she uses a wide array of colours to tell a vibrant story without borders. Seeking to embody light, she does not shy away from any colours that surface from the spectrum.

Photographer

Tiktok

@fuabilich

Styling & model: Gouled Ahmed

Photo by: Abenezer Geleta

Photo by: Fuabilich

Fuabilich creator, Nafkot, is one of the more adept at using light to captivate and

tell the essence of the story clothes tell. Kinda like a story within a story...inception.

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EatUp

Ephratha Kibru

Photo by: Amanuel Ephrem

or most of my life, I could categorize dining out at Addis as a predictable experience. I suspect most of you would share the sentiment. A lot of people with a limited budget were limited to frequenting restaurants and eateries that served food that fell primarily in either one of these three broad categories: traditional dishes, fast food, and Italian cuisine. A few years ago, however, a noticeable shift happened in Addis’s dining scene. New restaurants started popping up everywhere, different cuisines were being introduced, and chefs began experimenting with dishes more openly. One such place is Juicy Generation, a quaint little café/restaurant situated in front of Millennium Hall.

As I made my way through the front doors, the impeccable interior design caught my eye. The thematic colors of black, white, and gold invoked royalty. Hexagonal shapes were ever-present and reminded one of honeycombs. I took a seat at one of the tables, had a look at the menu, and found myself pleasantly surprised. Coming across reasonable pricing in bole is always a win and here, the upper limit was capped at ETB260. After deciding on getting some of the house favorites, I proceeded to wait. When the dishes finally arrived, I was treated to a color-filled sight. From the Hummus Platter to the different parfaits, everything looked oh-so beautiful.

I took a bite and was pleasantly surprised

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Photo by: Amanuel Ephrem

A number of edible flowers adorned the dish and the whole thing was topped off with 24K gold flakes which were also edible.

Hummus Platter This dish was immaculately dressed. The homemade hummus formed the base of this meal, coating the plate. An assortment of diced cucumbers, chickpeas and other fresh vegetables topped the hummus in a semicircular fashion while grilled tomatoes and caramelized onions occupied the center. A number of edible flowers adorned the dish and the whole thing was topped off with 24K gold flakes which were also edible. A spread made from garlic, parsley, and olive oil was layered on the pita bread that came as a side to the platter and I proceeded to tear off a slice from there before heaping on all the goodies from the platter onto my spoon. I took a bite and was pleasantly surprised. I didn’t think I would hate the dish, of course, but I didn’t

expect to like it so much either – especially considering the fact that it was a vegan meal. The garlic in the pita allows the parsley to really shine and its overall savory nature complimented the rich hummus so well. The hummus itself was quite incredible. It was brimming with umami and the fresh veggies added a wonderful crunch. The grilled tomatoes added a smoky element to the dish while they, along with the caramelized onions, simultaneously amped up the sweetness in this savory meal. The sesame seeds sprinkled here and there gave each bite texture. As for the flowers and the gold, they are – perhaps unfortunately – flavorless. They are there for decoration and bragging rights. One can say they’ve dined on gold after having this so… I’ve dined on gold.

Avocado Toast and different species of geranium). The extensive layering of this dish meant it was a bit difficult to take a bite but my hard work paid off once I got a taste. The avocado was creamy and subtly seasoned with savory spices I couldn’t quite place. The grilled vegetables lent some additional bite as well. Overall, it was a nice and light dish. I definitely preferred the Hummus Platter but this was still pretty good.

Photo by: Amanuel Ephrem

The Avocado Toast was the next dish and the presentation of the meal, although not as extensive as the hummus platter, was still impressive. Mashed Avocado was smeared on barley bread and subsequently layered with grilled onions and tomatoes, cucumber slices, bell pepper and pickled onions. The toast was sprinkled with sesame seeds and garnished once again with flowers (yellow marigold

Yogurt Parfait homemade granola. The yogurt was thick and fresh, the granola chunky, and the fruit sweet. The simplicity of this snack was its strength; it was sweet but not saccharine, it rejuvenated but didn’t overwhelm.

Triple Chocolate Yogurt Parfait spoon was in though, my struggle changed into resisting an almost carnal desire to scarf down the parfait whole. Chocolate, granola, and bananas are a match made in heaven and they all merged together at the bottom of the sweet yogurt beautifully. This parfait quickly became my favorite of the three.

Green Machine Yogurt Parfait The final dish of the day, this parfait came in a mug similar to the one the chocolate one did. This was also arranged in a different, but similarly flowery pattern made not from syrup but instead powdered Moringa. This parfait was obviously sweet but perhaps more so than the others. One could point to the

usual culprits – avocados, apples, and granola – and be done with it but I suspect the sweetened Moringa honeyed the entire thing a lot more than initially expected. In the end, this ‘green machine’ would be ranked last among the parfaits I had at Juicy Generation but it was immensely enjoyable nonetheless.

People see ‘Juicy Generation’ and think we only have juices, no food. Customers are constantly surprised to find out our menu includes more than juices and parfaits.

Done with my meal, I proceeded to have a little chat with one of Juicy Generation’s owners, Jeshua Selassie. Born and raised in LA, he and his brother, Shiloh, were active in LA’s EOC and community. At some point last year, right around when Covid hit, they decided to finally take the plunge and move back here, opening “Juicy Generation” in August of this year. On the work they did on the place, Jeshua says, “My brother and I did almost everything here at Juicy Generation. We painted the walls, did the cutouts, planted all the plants, sewed the pillowcases, handmade the tables, everything. We had to become chefs too, even though we had never formally worked in the kitchen before.” He continues, “We designed the menu all on our own, assembling it piece by piece.” Jeshua and Shiloh’s hands-on approach was no accident. Back in Los Angeles, they worked in the restaurant industry in various positions at various places. “So, when we opened Juicy Generation, the main thing we wanted to do was try something different. And we wanted to do that with our presentation, which is where our experience in these high-end restaurants comes into

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play. We wanted to have that artistic presentation on accessible, everyday dishes - dishes that were simple but still somewhat new. For instance, people here don’t do much with yogurt besides have it with honey or mitmita so parfaits seemed like a great avenue to venture into. The same can be said of our juices; we wanted to try something a bit more refreshing there too.” Of course, all businesses have problems and Jeshua tells me about some they’ve ran into. “One little hitch we’ve encountered is with the naming,” he says. “People see ‘Juicy Generation’ and think we only have juices, no food. Customers are constantly surprised to find out our menu includes more than juices and parfaits.” After he laid down their plan to relocate and rebrand, I was also certain of their impending success. Now finished with my mini-interview, I could bid Jeshua farewell. If you’re looking for a place with homey ambiance, warm service, and beautiful, delicious food, Juicy Generation is the place for you. I know I’m frequenting this little gem and trust me, you should too.

Photo by: Amanuel Ephrem

The Chocolate Parfait came in a mug, arranged immaculately. The yogurt was dressed in syrup that was designed in a flowery pattern and reinforced with actual purple germanium flowers. The presentation was so perfect and immaculate that convincing myself to dig in, and subsequently ruin its beauty, was a mental hurdle I had to overcome. Once my

Photo by: Amanuel Ephrem

Now done with the main dishes, I proceeded to nurse my sweet tooth with some yogurt parfaits. I tried the regular one first. It was made from sweetened yogurt that featured strawberries in both its fresh and preservative form, slices bananas, and

ThumbsUp

ThumbsUp Eyasu A. Ashenafi

Cloth line

Sewasew Design Sewasew Hailu is an Ethiopian based fashion designer who founded Sewasew Design in 2007. Most of her life work has been promoting Ethiopian tradition and culture through clothing ( Pure cotton hand woven products). Just to mention a few, Sewasew Hailu has represented Ethiopia in the following stages: On her legendary dress that demonstrated Ethiopia’s tradition, she was invited to show-case her cloth in an international Coffee conference in Houston Texas. Their best seller products are as follow Gold & Black Tilet Hoodless Jacket , Ethiopian Flag Tilet Hoodless Jacket, Purple Tilet Hoodless Jacket, White and Black stripe with hoodie, Blue Tilet with Hood, Black stripe Tilet without hood, Green Tilet Hoodless Jacket

Contact Information Facebook: sewasewdesign Phone Number: +251 915 955 055 Email: info@sewasewdesign.com Location: Kera, Addis Ababa, Ethiopia On Google Maps: Yes

Hotel and Resorts

Haile Hotels and Resorts Haile Hotels and Resorts are named after the Ethiopian Legend longdistance runner Major Haile Gebreselassie. His renowned phrase “it is Possible!” has made Haile Hotels & Resorts a reality and keeps boosting the hospitality industry across Ethiopia & East Africa. They aspire to be the benchmark indigenous hotel chain developer and operator in East Africa by 2025. It all started in 2010 when Haile Resort – Hawassa joined the hospitality industry by opening a Luxurious 4-Star resort. Ever since, it expanded by opening other SIX RESORTS & ONE HOTEL in different cities that have amazing geographical, historical, and cultural values.

Contact Information Telephone: +251 118 68 17 97 Mobile Phone: +251 956 79 79 79 Email: book@haileresorts.com Facebook: haile resorts Location: Bole road next to Alem Cinema On Google Maps: Yes

All their properties offer accommodation services with different kinds of room types and panoramic view, restaurants that serve delicious international and local cuisines, health club facilities that are wellness and fitness-oriented, multi-purpose halls for several occasions, various relaxing areas and facilities with exemplary service is what their guests appreciate and can’t get enough off.

Public Park

Friendship Square An oasis right in the middle of bustling Addis, a landscape that is beautifully designed, carefully crafted and maintained. The view of the city is spectacular. Friendship Square is a great weekend getaway for the whole family. Walking trails, a man-made lake, dancing fountains, kids playground, lush and green, beautiful flowers. It's a must see for anyone living in or visiting Addis. P.S. Plenty of parking space. It is so big and has one of the most beautiful views in Addis. The price for entrance was 110 Birr per person. They require not to have a camera(cellphones are allowed) and no cycles too. I think there might be extra payments for camera and special ceremonies. You can also find restaurants and bathrooms for your needs.

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Location: opposite Sheraton Addis Hotel On Google Maps: Yes

CloseUp

Abiy Solomon

Multidisciplinary Visual Artist and Chief Creative Officer at Komari Beverages Linkup Staff Writer How did your journey as a creative begin?

How did your journey grow into brand design, photography and cinematography? This transition was born from a question most creatives have to reckon with; how do you turn the things you are passionate about into

This transition was born from a question most creatives have to reckon with; how do you turn the things you are passionate about into a source of income?

Photo by: Courtesty of Girma Berta

When I was growing up, I had a neighbor named Ato Yohannes who used to hand-make print ads for cinemas and theaters, and signage and logos for businesses. He used to do this with his son Tesfa, and I would spend hours watching them create visuals and typography. Mind you this is before computers. And even though I already gravitated towards art, I remember being fascinated by their process and

thinking “I want to do this.” At the same time, I was taking summer classes and spending a lot of time at Alle School of Fine Arts and Design and Alexander Pushkin Russian Center for Science and Culture. All these things helped solidify my love for the creative process.

The Arada brand is a state of mind; it represents an eclectic lifestyle that always seeks out and brings new experiences to the community.

a source of income? Photography was a medium I loved and it also became my livelihood. The same with cinematography. Brand design came later in my life. This was around the time computers were being used for design, and I taught myself how to use design programs. So, people around me would ask me to do work for them, and they appreciated what I created and I realized I liked the work. At the time, there weren’t even a handful of people working in this industry. After I worked for a couple of years, I went to India to study Multimedia Design, Animation and Visual Effect. When I came back, I And in understanding the market, started Orangeswitch and went into we also understood the consumer. business for myself. The basic idea was that the consumer deserved something different to drink, How did Komari come about? something made with the consumers themselves. This is central to anything Komari was born from insight that we create for Arada; from product my former business partner had from development to marketing. her work in the beverage industry and her background in research. Looking at it now, is the brand what Furthermore as Orangeswitch, you (and the team) envisioned? we also had extensive experience working with the beverage industry. It’s actually a lot more. ‘They’ say it The next person to join was one of takes a village to build a brand, and our co-founders, who comes from our consumers are part of our village. a banking and finance background, Their interaction with the brand, has and liked the idea and believed made it more than we could have we could get financing for it. So, envisioned it to be. we decided to incubate the idea at Orangeswitch and Komari was born. Over the following year, all the The Arada brand has gained quick Komari co-founders from various reception within the community; backgrounds joined the project, and what do you think are the key we incorporated the company in strengths in the marketing of the March of 2018. brand? What does it look like working as a creative in a corporate structure?

Photo by: Courtesty of Girma Berta

process and product, with the name Arada we were thinking of our target audience. We thought it made a good fit, but we made sure to also test it with our consumers. And even though the word is heavily used, it wasn’t attached to a strong brand. So, we saw it as an opportunity to build a brand around it. The Arada brand is a state of mind; it represents an eclectic lifestyle that always seeks out and brings new experiences to the community. Why the rooster with a horn?

Just as the names Komari and Arada are common to most people, there is practically no one in Ethiopia who isn’t familiar with a rooster and the It starts with insight and strategy. horn. We wanted to pick something Followed by understanding the that is part of people’s everyday lives consumer, their needs and aspirations. when creating our brand identity. Then deciding who we are as a brand, how we want to engage with our From a brand standpoint, the consumers and the brand experiences rooster is an animal that is part of everyday celebrations, and we want to create. represents a bright new day filled Both the names 'Komari' and 'Arada' with endless possibilities. It reminds are common, yet unique names, consumers that it's time to seek how did your team come up with the out new experiences. It stands for change. Its bold stance signifies our names? confidence.

The assumption that creatives can’t work in a corporate structure in somewhat of a myth. There is a general feeling that creatives don’t work well within time constraints, that they don’t have an understanding of business objectives, or fit within business settings. But I think we all need respectful, nurturing and collaborative environments to be productive, and it’s no different for creatives. First and foremost, our company is an Ethiopian company creating products What did it look like to come up with for the Ethiopian market. It only makes Arada? How did all the pieces come sense that the names are Ethiopian. together? For example, Komari (which is a descriptive word that is increasingly Arada is the first brand under Komari. out of use) means ‘someone who It’s a hard seltzer drink that currently makes an alcohol beverage for sale,’ has three flavors. and that’s exactly what we do at During the company’s incubation Komari. So, it was a perfect translation period, this is the type of drink we of the name. found to be missing in the market. With Komari, we were thinking of our

And with the horn, we are calling our fans to join our journey. It is a reminder to our consumers to notice playful, disruptive, and exciting experiences. People also ask us about the visual assets (faces) on our bottles. We wanted to showcase that the brand belongs to everyone. We want our consumers to see themselves in those faces.

Does Komari plan to give us more brands like Arada? And if yes, what should we expect to see? Arada plans to launch multiple flavors. We are also constantly doing research to see if there is room for innovation. As Chief Creative Officer, what are the challenges and exciting parts of working on a brand for a product/ company that you also own? What’s been the most exciting is creating a team that’s young, dynamic, creative, and in tune with our target audience. From creative visualizers to strategists, marketing and sales. As a team we took full ownership to design the entire brand experience, and that includes crates and bottles, packaging, promotional materials, and events. And it’s been fun constantly coming up with new ideas. What’s been challenging, has been the anxiety that comes with creating something disruptive, because there is always resistance to new ideas. Also developing a business within a competitive market has its own challenges, but thankfully the partners that make up Komari have been superheroes in overcoming those hurdles. What else are you working on?

How hard/easy is it to juggle Komari and Orangeswitch and personal life?

So, I would say as creatives we need to:

Honestly, it’s not that difficult. I have been lucky enough to be part of a great team. We share the same values and everyone is competent, and just being a part of that makes my life easier. And I also have a very loving and supportive family.

- Understand the overall business objectives of any project, because that will help us come up with an effective brand strategy. - Take a strong lead on our projects, and don’t be too influenced by the client, because most clients want something that already exists. - Spend more time on developing creative concepts and creative ideas, because that’s the most valuable asset we have. - And lastly, you are capable. Don’t be scared to be different. Believe in yourself. And have a clear vision.

What makes it different from the work you did for other clients?

As part of Komari, I fully understand the vision and that’s something we lack when working with clients. But even if you initially understand the client’s vision, because you don’t have much control over the brand, it’s difficult to create the right experience or even to improve and change it. Usually, clients are not as open to change and are very resistant to creating something new or different. So, in the case of Komari, I have most of the creative control, so it’s easier for me to learn and fix things in real time.

What is the one advice you would give a fellow creative? The one thing that I have consistently noticed throughout my career is when people see authentic and unique brands, they assume that they are not created here or by Ethiopians. And I have come across many clients that want to create big brands, but do it in collaboration with creatives outside of Ethiopia who don’t have the local knowledge to build brands that resonate with the Ethiopian audience.

What would you change from your journey so far? Nothing. The challenges and successes are all part of my journey, and if I changed any part of it, I wouldn’t be who I am today. So, nothing. Where do you see Arada in five years? I see Arada being a lifestyle brand that has diehard fans.

Photo by: Courtesty of Girma Berta

I currently have a lot on my plate and at the moment I am dedicating my time to Komari and Orangeswitch.

We were given three days to submit a proposal for Entoto Park. My father and I had to stay up for those three days to get that done.

I see Arada being a lifestyle brand that has diehard fans.

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Info Dive

African Inventors Alula Abadi

ome say, to create, one must first empty their mind and meditate on what they truly need or what others will appreciate. And yes, this may work. But the truth is, this method only works when the creator is in a position of comfort and a moderately low level of mental stress. The truth for almost all worthwhile inventions is that they all came from a place of desperation and suffering. This, of course, led to the famous saying, “Desperation is the mother of all innovation.” When, in fact, that phrase should be “Desperation is the mother of all good inventions.” With rough times in mind, here are a few brilliant African inventors that found themselves rather blessed by mother desperation.

1. Marie Van Brittan Brown We've all come across some form of home security advert during our escapades into the black hole that is youtube. But the first home security system was invented by a Black nurse named Marie Van Brittan Brown. Although she was a full-time nurse, she recognized the security threats to her home and devised a system that would alert her of strangers at her door and contact relevant authorities as quickly as possible. Her original invention consisted of peepholes,

the camera, monitors, and a two-way microphone. The finishing touch was an alarm button that, when pressed, would immediately contact the police. Marie's patent laid the groundwork for the modern closed-circuit television system used for surveillance, home security systems, push-button alarm triggers, crime prevention, and traffic monitoring. So next time a YouTuber says, "this video was sponsored by SimpliSafe" keep good ole Nurse Marie in your heart.

2. Lonnie G. Johnson At one point or another, we've all had or used a water gun. Well, meet Lonnie Johnson, the man that not only invented a water gun but gave us the most famous water gun of all time. The staggering, Super Soaker. And the crazy thing is that Lonnie wasn't even a toymaker. He was an Aerospace Engineer for NASA with a resume boasting a stint with the US Air Force, work on the

Galileo Jupiter probe and Mars Observer project, and more than 40 patents. But perhaps most notable of all his patents and work is the Johnson Thermoelectric Energy Converter (JTEC), which converts heat directly into electricity. This work will be vital for the earth soon but, for now, it's the squirt gun he created that has given us all the most joy.

3. Lewis Howard Latimer Lewis was known to be one of the most peculiar and brilliant men of his generation. His oddest feat started with the civil war drafts during 1864, when at the age of 16, Latimer lied about his age to enlist in the United States Navy. Returning to Boston after an honorable discharge, he accepted a menial position at the Crosby and Gould patent law office. He taught himself mechanical drawing and drafting by observing the work of draftsmen at the firm. Recognizing Latimer's

talent and promise, the firm partners promoted him from office boy to draftsman. In addition to assisting others, Latimer designed a number of his inventions, including an improved railroad car bathroom and an early air conditioning unit. And while all that is nothing short of amazing, especially for a black man during that time, Lewis is most known for his part in the lightbulb and telephone patents. Two inventions that the world of today would collapse without.

4. James West If you find yourself recognizing the name James West, it really wouldn't be too surprising because this absolute genius was responsible for the development of the Electret Microphone. That wasn't a spelling error, electret simply means a polarized piece of material that works with an actual magnet. Anyway, it was In 1960 when West teamed up with fellow scientist Gerhard M. Sessler to develop an inexpensive, highly sensitive, compact microphone. In 1962, they finished development on the product, which relied on their

invention of electret transducers. By 1968, the electret microphone was in mass production. West's and Sessler's invention became the industry standard, and today, 90 percent of all contemporary microphones, including the ones found in telephones, tape recorders, camcorders, baby monitors, and hearing aids, use their technology. It was a truly underrated and essential invention that changed the world. I'm willing to bet that you didn't know a black man invented the Electret Microphone, now, did you?

5. Mary & Mildred Davidson Now it is said that we must enjoy the little things in life. And that the small things we take for granted end up completely mangling our daily life once they go missing. For example: imagine tying your shoes with one hand. We don't wake up every day being grateful to our right or left hand but they are essential. The reason I'm babbling about the little things, is that these two sisters created something we take for granted but truly is something that has a major role in our lives. So back to the point, Sisters Mary and Mildred patented many practical inventions. They didn't have

11 I Linkup Addis Ababa

a technical education, but they were both exceptional at spotting ways to make peoples' lives better. Together, they invented the sanitary belt. Later, Mary invented the moisture-resistant pocket for the belt. And while she was disabled from multiple sclerosis, Mary went on to invent the walker and the toilet-tissue holder. These sisters are the perfect example of the human spirit and innovative thinking driven not by greed or selfish desire, but one driven by a desire to help others and make life easier by improving the small and daily "Little Things".

What'sUp

Nega Bonger a Hidden Gem

Amanu Teriessa

hen I was told that we were going to be visiting Nega Bonger Hotel, because its name was completely new to me and because it was located in Saris, I was completely shocked to find out that it is a four-star hotel. I had to take a second to recuperate from the shock of how much of a proper hotel – in every sense of the word – it was. It was as big as it was grandiose. It looked as classy as it was inviting. I was dumbfounded at how I could have completely missed the existence of something as prominent, my confusion only worsening as I learnt that this shock isn’t unique to me – everyone that came to the visit with me felt the same way.

Once we got inside, the scent that slammed us like a wall immediately transported us to the tra-

The design mixes traditional Ethiopian material with modern architecture

Photo by: Amanuel Asfaw

The first thing that caught our attention was how organic the building

looked. The greenish grey of the outer walls stood out in that they were very earthy. The amount of greenery on the walls was so massive that it looked as if the building wore the vines as clothes. Whether or not the fact that on all sides of the hotel – or anywhere in the observable radius – we could not see anything remotely close to the architectural standards of Nega Bonger helped the hotel stand out, I was too conflicted to answer. But the point remains that the beauty of the place hits from the first moment eyes are laid on it.

To give the sense of the Ethiopian cultural lodging experience.

Photo by: Amanuel Asfaw

ditional hotels we had v i sited a s children with family. “I feel like I’m at Fel Weha,” remarked a friend accurately. Fusing the traditional design so elegantly with the standards of a contemporary hotel, Nega Bonger has succeeded communicating a Taitu Hotel vibe, while simultaneously feeling like Best Western Plus. The company was fully aware of this, too. “The design mixes traditional Ethiopian material with modern architecture,” I was told, “To give the sense of the Ethiopian cultural lodging experience.” Such mastery of knowing exactly what type of image to portray only comes from experience, and the Nega Family – the family who owns the hotel – has no shortage of that. Having entered the hospitality business market more than fifty years ago, the local chain of hotels owned by the Nega Family has household names: Semen Hotel, Global Hotel, and Bole Rock Hotel and Leisure. Their ambition for the hotel is for it to become the first cultural five-star hotel in Ethiopia. Given that, unlike their competitors, they only used Ethiopian and organic materials

during the construction, it is a feat cuzzis, open balcony views of to accomplish. the city, and separate bathrooms for such a fair price is an offer Their health and leisure cen- seen very rarely. ter includes, like any other hotel on their level, a swimming pool, Perhaps the most unexpecta gym, a sauna and steam, and a ed feature of the hotel is the rollmassage service. The creatively er-skating rink. Donned to the designed swimming pool is heated teeth with protective equipment to a gentle 27 degrees. It has three so we don’t break our bones, parts: a section for children, the we jumped on the flat surface. main body, and a Jacuzzi. On par Although the trainers made it with the whole focus on relaxation simple when we saw them dancit portrays, the creatively shaped ing elegantly before we tried it main swimming pool has many ourselves, we were not prepared palm trees surrounding it. Right for the countless times we fell. by the main swimming pool, even Standing up straight seemed connected by a water body, is a impossible let alone dancing typical Ethiopian cottage hous- around. Luckily, the trainers ing a bar. Next to it, under the cool were very patient and friendly shade of many trees is a relaxed when they kept, time and again, eating/common area. When the explaining, holding hands, and cute swing set for kids is added saving us from our embarrassto the whole scene, the image is ing lack of balance and autonnothing short of being completely omy. picturesque. All in all, the hotel was full For accommodations, they have of surprises. Not only did it exmore than one hundred rooms ceed every expectation, it also with five tiers ranging from Stan- set some standards other hotels dard Rooms to Executive Suites. would have to keep up with to The hallways to the rooms give off compete. Every new thing we a beautiful yet eerie feel – much like found out about Nega Bonger the halls in The Shining, as noted just kept us wondering how it by a friend and our guide at the isn’t far, far more popular. Hoping hotel. For the prices they offer, the that it will soon change, we invite rooms give an excellent deal. Ja- you to go see it all for yourself.

Their ambition for the hotel is for it to become the first cultural five-star hotel in Ethiopia.

12 I Linkup Addis Ababa

What'sUp+

Beu Delivery "

Amanu Teriessa

any of us have noticed a sudden increase in the number of cyclists donned in distinct orange the past few months on the streets of Addis. Just another delivery company was my automatic response. Little did I know that it was a blessing most people had been looking for. Meet Beu Delivery – a company that has made it its goal to bring fair-priced delivery systems to the mass.

A keen, and yet obvious, observation pointed out by Beu is that most of us are deterred from using the food delivery services. This is because their offers tend to be too expensive. Deciding to tackle this problem, it seems that Beu has come to the rescue.

“The current image portrayed of delivery services is that those services are reserved for fancy people and something that only the rich can afford,” says Fikreab Habte, Marketing and Sales Manager of Beu Delivery. “Our goal is to break this image.” The image, it can be theorized, persists partly because the prices delivery services charge are too high and partly because the restaurants they deliver from provide expensive meals. Should this change, Beu understands that there is a massive

Meet Beu Delivery – a company that has made it its goal to bring fair-priced delivery

Photo by: Courtesy of Beu Delivery

Launched in July of this year, Beu is a food delivery company that is mostly operated by youngsters. Having partnered with more than two

hundred restaurants, the range of offers in their selection leaves nothing out. What sets it apart from the ever-growing number of delivery service providers is that its main clientele is the average person of the city – thus, the prices they offer are surprisingly low.

Having partnered with more than two hundred restaurants, the range of offers in their selection leaves nothing out.

Photo by: Courtesy of Beu Delivery

number of potential customers in the city who don’t want to not only cook but also leave the comfort of their homes. By partnering up with food providers that are very affordable and offering delivery price that is very fair, Beu aims to change the bias towards the industry.

in Ayer Tena,” explains Fikreab, “We can deliver it up to Jemo 2. If ordered from Semit, we can go up to Ayat.” Because they can deliver within a fifteen kilometers range from the restaurant, and because they are partnered with many restaurants in every major subcity in Addis, they have managed Their goal is to reach the costum- to cover almost the entirety of the er with their ordered food in thirty city. minutes or less if the delivery location is within a six kilometer range When their prices are seen, it and in fifty minutes if the location is begs the question: how is this suswithin a range of between six and tainable? “We believe that it is far fifteen kilometers. The clever way more sustainable to profit from they used to maximize their reach mass product, as we hope to get, is to be as decentralized as possible. as opposed to only delivering from The center of the range is located at expensive places and charging a the restaurant from which the order lot of money exclusively for a relais to be picked up. “That means that if tively small number of upper-class a customer orders from a restaurant clients.”

The current image portrayed of delivery services is that those services are reserved for fancy people and something that only the rich can afford, our goal is to break this image.

Photo by: Courtesy of Beu Delivery

13 I Linkup Addis Ababa

Reel Up

Kidus Tamiru

o Way Home follows Peter Parker as he asks Dr. Strange to make his identity as Spider-Man a secret again after its public revelation in Far from Home. But the spell breaks open the multiverse and allows super villains from alternate realities to enter Parker’s universe. After Avengers: Endgame came out a few years ago and became the crowning achievement that Marvel has been building for for years, I was pretty sure the MCU could only go downhill from there. And it mostly had. But, along came a spider and proved they still got some great tricks up their sleeves. Not only is this a great Superhero film, but more importantly, it just might have saved the entire cinema experience as well. With theaters struggling to remain profitable with the pandemic and everybody wondering if streaming is the only way left to go, No Way Home made a billion dollars in less than two weeks. That is monumental achievement. As for the multiverse crossover, that was a stroke of genius. It’s a very unique experience watching a movie so cleverly tie-in and bring characters directly from other movies that existed in different eras and styles. Essentially, this movie achieved what Endgame did but with a shortcut. Like Endgame, it feels like a final culmination of different movies we’ve seen throughout the

et sixty years after the events of Matrix Revolutions, this film follows Neo, who lives a seemingly ordinary life as a video game developer troubled with distinguishing dreams from reality. A group of rebels, with the help of a programmed version of Morpheus, free Neo from an altered Matrix and fight a new enemy that holds Trinity captive. Ah, the long awaited Matrix sequel finally drops. As anybody who’s ever seen a Hollywood movie knows, the original trilogy (especially the first one) is considered a landmark piece of action cinema, blending innovative visual effects with some mind-bending philosophical concepts. So, understandably, most people did not expect a worthy sequel could possibly be made that could match the original, let alone surpass it. And unfortunately, they were right. There’s so much wrong with this movie that I think it’s easier to talk about what they did right. The only thing I liked about this movie was the concept of making the original Trilogy part of the existing universe within the film. But instead of having made the trilogy a video game in this film, why didn’t they keep it as a film trilogy in the movie? That would have instantly placed the characters in “our” world. But instead, the filmmakers were more

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years. But the genius is that they didn’t have to work their way to it. In many ways, No Way Home and The Matrix Resurrections, two highly anticipated movies released within weeks of each other, are very similar movies. They both rely heavily on nostalgia and sentimentality (which seems to be general worsening trend for all Hollywood movies). And both movies are also very meta and self-aware. But the two films have extremely divergent results. More on that later. Even if you haven’t seen any super hero films recently, I think you’ll still really enjoy this one. It pulls off a very good balance between heavy emotion, humor, and action. But one thing that bothered me slightly was that it’s a little too reliant on the unique crossover concept and doesn’t do much else to surprise. At times, it’s just focused on cashing in on our nostalgia of the characters, instead of adding something new. But overall, it’s a great film and I highly recommend it. Spoiler Talk: Two more things that bothered me about the film. The fact that the multiverse closes back down by the end was a huge letdown for me. I really expected this film to expand the MCU to new horizons and that nothing would be the same from now on. But the end completely undoes all the multiverse madness

9.0/10 Directed By: Jon Watts Starring: Tom Holland, Zendaya, Benedict Cumberbatch

the film achieves (pun intended). Another thing was that, at the core of the film, this is a little too similar to the original 2002 Spider-Man film. In addition to the obvious similarity of having the Green Goblin as the main villain, in both films, Peter makes a grave mistake that costs him his closest family member, the family member tells him the “With great power…” thing while they die in his arms, Peter vows to get his revenge and it sends him down a dark path, but he learns his lesson at the end and forgives them. But don’t get me wrong, it’s still a great film and I’ll probably watch it again.

focused with making a very “meta” film that is more concerned with the making of the film itself. Who the fuck wants to watch a Matrix film that shows the challenges of making a Matrix film? The film gets way too self-referential, and self-indulgent. Nobody could possibly love this film as much as it loves itself. As for what I mentioned above about this and No Way Home both being Nostalgia fests, this film is the worst possible way to do it. If No Way Home had moments of Nostalgia sprinkled in, this one is a full course meal of Member Berries being shoved down your throat But at least the filmmakers were not too lazy. They really did try to make a serious film. They’re just not competent enough to pull it off. And the audio is audible at least. The bar has been set so unbelievably low with all the endless barrage of shit Ethiopian films that the bare minimum needs to be commended. But nevertheless, avoid this like the plague. The acting, directing, everything is pretty bad in this movie. Even the fight choreography is somehow way worse than the old films. Half an hour

2.0/10 Directed By: Lana Wachowski Starring: Keanu Reeves, CarrieAnne Moss, Jessica Henwick

into this movie, I realized that the Wachowskis are absolute one-hit wonders. I know only Lana was involved with this one, but neither of them have ever done any good films since The Matrix. They’re terrible filmmakers with one great film. Even the cast look incredibly bored in the film, especially the two original leads. The newcomers look like they’re really doing the best they can to elevate an otherwise unsalvageable film, but it’s hopeless.

ListenUp

JAZZY Japan Alula Abadi

hroughout the history of music, there have been so many contradictions, anomalies and miracles. One can mention the oddity of Brazilian traditional music being the gateway to Brazilian martial arts. Or, how opera music during the ages of the first and second world war was enticing and captivating, with a direct contrast and reinforcement to the woe and suffering present in the globe. There is however, one other oddity, and that is Japanese Jazz.

The name alone is very confusing. Especially when you remember that jazz has a very American, more specifically African American, origin. So, the question is this:

" "

Even though the events of Japanese Jazz took place before the war, jazz was able to flourish even after it. So how did the Japanese people embrace a style of music so American? And even more puzzling, how were they able to maintain the passion and love for the genre, so close to their crushing and bloody defeat in WW2 by none other than the Americans themselves? When you go in depth, you realize that it really isn’t as puzzling as you may think. First major step taken was in the 1910s. This was a time during which there was an unprecedented growth in luxury liners going across the Pacific. It was a time be-

fore the great war and people from America and Japan were going across from nations of the West Coast like Japan, Shanghai and Manila. Usually, the giant charter boats and liners would have orchestras on them. And when they arrived in places like San Francisco or Seattle, a lot of the time, those musicians would get off, go to music stores, and buy sheet music. They learned a lot of the foxtrot repertoire and other kinds of popular music that was coming out at that time. They were also buying records that, when they would go back, these

how did the Japanese people embrace a style of music so American?

ocean-liner musicians played in hotel lobby orchestras. And so, it seems that the first musicians who were playing something that we would recognize as ragtime or foxtrot or jazz were those people. Of course, there was precious little improvisation, but that wasn’t as big a deal in American jazz of the 1910s or ‘20s. But of course, in due course, Jazz slowly left the halls of hotel lobbies and cruise ships and was ultimately integrated into the recording studios, radio stations and the pop culture animal that is Japan. And with the beginning of the popular music recording industry in the ‘20s, one of the first big records was “My Blue Heaven,” and “The Sheik

of Araby”. They made Japanese versions of these famous songs, sometimes with translated lyrics, and with some of those same pioneering musicians being in the studio bands, it didn’t take long for it to take off. The first time a lot of people even heard the word “Jazz” was in 1929, in a popular song attached to a movie known as “Tokyo March”. The lyrics refer to jazz, as well as jazz culture, and one could clearly state that, that’s where it came into the complicated consciousness and taste of the massive Japanese media. It was associated with night clubs, dance halls, and bars and it was associated with what most referred to as “modern girls” and “modern boys”. Which were the Japanese versions of flappers and

dandies. The urban leisure classes of excess and style associated with American Jazz. When you talk about Japan, “jazz” isn’t something that immediately comes to mind. Most people think robotics, manga, anime and maybe even the inappropriately romanticized stories of the ancient Japanese mafia known as the Yakuza. But as is true with all cultures, if, as a visitor, the introduction and point of research you have is purely based on the news and pop culture, you will find that you have made a terrible mistake. Japan has a history of love, forgiveness, honor, and fantastic taste in music.

The lyrics refer to jazz, as well as jazz culture, and one could clearly state that, that's where it came into the complicated consciousness and taste of the massive Japanese media.

15 I Linkup Addis Ababa

ReadUp

A PAN-AFRICAN

JOURNEY Haben Woldu

f you are looking to start January with a reflection on pan-Africanism or understand what it could mean to you, look no further than this list of my top books below. These books are diverse, delightful, educational and will deepen or bring out the Pan African in all of us!

1. Things Fall Apart by Chinua Achebe Favorite Quote: “Until the lions have their historians, the history of the hunt will always glorify the hunter.” You can’t talk about Pan African books without mentioning one of the world’s most widely recognized and praised African authors Chinua Achebe who brought us some of the most extraordinary works of the 20th century. His most famous novel, Things Fall Apart (1958), is a devastating depiction of the clash between traditional tribal values and the effects of colonial rule, as well as the tension between masculinity and femininity in highly patriarchal societies. Set in Nigeria in the 19th century it tells the story of Okonkwo and his community. As the main character, Okonkwo is a man tied to both his culture and traditions while fighting to be different from the generations before him. While courageous and cloaked with unfathomable strength, his courage gets him in trouble time and time again as they conflict with the traditions and culture of his people. There are so many layers and themes to this book but at the core, this is a simple book about the relationship between father and son. In the words of my friend Zewdi, “Things Fall Apart is the most misunderstood book ever written”. Musical Pairing: The song “Zebnenaw” by DibeKulu is a perfect song that captures the Pan-African spirit of this book. While fairly new, this song has become a Pan African anthem of sorts hailing from our backyard of Ethiopia. The combination of the lyrics and the magical voice of the artist is what makes this song epic!

2. The Shadow King by Meaza Mengistu Favorite Quote: “I think a writer’s identity is that of someone who has pledged all allegiance to seek and challenging truths. If I’m writing as I should, I am in exile from my own identity, I am challenging my own comfort zones.” This book is set in Ethiopia during the 1935 invasion of Italy and highlights the role women played in the war efforts both directly and indirectly. This gorgeously crafted book explores the feminine power through the main character Hirut, with her fierce and strong voice. While I enjoy reading historical fiction, I don’t like the fact that most are written from a western perspective. I enjoyed reading this book as it is written from the point of view of Africans, and more specifically, Ethiopia. Which was one of the last sovereign African nations during that time. A very important lesson of the second novel, by the renowned Ethiopian American writer Meaza Mengistu, is the importance of the past and those who came before us. We can leave the past in the past. But we have to carry the lessons learned into the present and the future. The past and our history are a big part of who we are and can define us in the sweetest and most beautiful way. Musical Pairing: When I think of African women and female power, Nneka is an artist that always comes to mind. She has so many gems but “Soul is heavy” is always my go-to recommendation for anyone who has never had the pleasure or opportunity to hear her music before.

3. We Are All Feminists by Chimamanda Ngozi Adichie Favorite Quote: “We teach girls to shrink themselves, to make themselves smaller. We say to girls, you can have ambition, but not too much. You should aim to be successful, but not too successful.” We Should All Be Feminists was first presented as a TED talk given in the UK in 2012. It was later adapted and compiled into a small but brilliantly crafted book that is a must-read for anyone interested in the idea of “feminism”. This book begs to answer the question of what “feminism” is in the context of the world we live in today. You will love this short, sharp, witty, and effectively written essay as it explores gender and dispels the wrong ideas many people have about feminism as well as showing the reader the importance of feminism in the present day. With her unique blend of humor and wit, Adiche yet again takes her readers on a journey of defining feminism in the 21st century. She does this by cleverly drawing upon her life experiences starting from Nigeria, the United States, and all over the world. No African book list is ever complete for me without at least one book recommendation from the plethora of books by Adiche. Musical Pairing: “African Beauty” is a collaboration between the African artist Diamond Platinumz and African American artist Omarion and truly depicts the true meaning of the Pan African movement. It aligns perfectly with the author’s journey of living in Africa and the diaspora.

4. Born a Crime by Trevor Noah Favorite Quote: “Language brings with it an identity and a culture, or at least the perception of it. A shared language says "We're the same." A language barrier says "We're different.” I love Trevor Noah. Well, let’s be real I love, love comedians. I think they are some of the most brilliant, wittiest, and amazingly gifted human beings. The art of bringing joy and laughter is the most beautiful thing ever! Trevor Noah is an amazing storyteller on paper or TV and this book will leave you with a deeper appreciation for who he is as an entertainer as well as a human being. While the book was amazing, I loved the audio version of this book so much as it was narrated by none other than Trevor Noah himself. You will feel a deeper connection to the story as you will relate to him and he will feel like a family member at times and a beloved friend at times. While this book is delivered with the wit and humor that we love Trevor for, it is a lesson in pre and post-apartheid South Africa from the perspective of someone born in a system that did not even acknowledge his existence. This book is amazing and worth a read. Trevor’s words will make you cry. Trevor’s words will make you laugh. Believe the hype! Grab a copy today and get to reading! Musical Pairing: “African Queen” by 2Face is my song pick to pair this book with and a great tribute to the real MVP of the book, Trevor Noah’s mother! She comes to life in this book and is a true queen!

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City Guide

Hotels in Addis Sheraton Addis: Luxury Collection Location: Taytu Street Contact No: +251 11 517 1717 Website: https://www. marriott.com/hotels/travel/ addlc-sheraton-addis-aluxury-collection-hotel-addisababa/ Star:

Ethiopian Skylight Hotel Location: Taytu Street Email: reservation@ ethiopianskylighthotel.com Contact No: +251 11 6818181 or +251 11 6176389 Star:

Hyatt Regency Addis Ababa

Best Western Hotel

Location: Meskel Square Contact No: +251 11 517 1234 Website: www.hyatt.com Star:

Location: Namibia Street (Next to Edna Mall) Contact No: +251 11 667 1414 Website: www. bwplusaddisababa.com Star:

Hilton Hotel: Addis Ababa

Ramada Hotel

Location: Minilik II Street Contact No: +251 11 517 0000 Website: addisababa.hilton.com Star:

Location: Africa Street Contact No: +251 11 639 3131 Website: https://www. ramadaaddis.com/ Star:

Intercontinental Hotel

Star:

Location: Haile G/silassie Avenue Contact No: +251 116 19 2000 Website: https://capitalhotelandspa. com/ Star:

Golden Tulip

Sapphire Addis

Location: Kazanchis Contact No: +251 11 518 0444 Website: http://intercontinentaladdis. com/

Location: Bole Road Contact No: +251 116 18 33 33 Website: https://addisababa.goldentulip.com/ Star:

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Capital Hotel and Spa

Location: Namibia Street Contact No: +251 639 3907 Website: https://www. sapphireaddishotel.com/ Star:

Cafe & Pastries Tomocca

Your choices for the best Ethiopian Coffee Experience

Cascara Coffee & Cocktails

Location: Namibia Street (Next to Bole Medhanialem), Piassa Across Eliana Hotel

Location: Meskel Square (Inside Hyatt Regency)

Contact No: +251 93 007 8086

Contact No: +251 11 517 1234

Closes at: 8:00PM

Closes at: 12:00AM

Customer Rating: 4.8/5

Customer Rating: 5.0/5

Chaka Coffee

Bilos Cafe & Pastry

Location: Africa Avenue

Location: Next to Millennium Hall

Contact No: +251 91 120 2888 Closes at: 9:00PM Customer Rating: 4.4/5

Tryst Addis

Contact No: +251 93 003 3177 Closes at: 8:30PM Customer Rating: 4.4/5

Bake and Brew Location: Bole, infront of Tele next to Rungo liquor store

Location: Olympia (on the way from Dembel City Center to Bambis) Contact No: +251 94 406 1818 Closes at: 7:00PM

Contact No: +251 11 835 9698 +251 91 015 1248 Closes at: 8:00PM Website: bakeandbrewaddis.com Customer Rating: 4.3/5

Customer Rating: 4.4/5

Dumerso Coffee Location: South Africa Street (Bisrate Gabriel)

Location: CMC Road, Next to Gesund Cardiac Hospital

Contact No: +251 320 3973

Contact No: +251 92 795 7171

Closes at: 8:30PM

Closes at: -

Customer Rating: 4.8/5

Customer Rating: 4.9/5

Feresula Coffee Location: Africa Street Contact No: +251 96 641 1151 Closes at: 6:00pm Customer Rating: 5.0/5

18 I Linkup Addis Ababa

YA Coffee Roasters

Coworking Spaces

Affordable spaces for startups looking for spaces to work and for business people in Addis for a short or long-term stay

iceaddis

Blue Space

Location: Bole, Near Hayat Hospital, Zewdu Bldg. 5th floor

Location: Namibia Street, Grace Plaza 4th Floor, near Atlas Hotel

Contact: www.iceaddis.com contact@iceaddis.com +251 11 667 4804

Contact: www.bluespace.work info@bluspace.work

Services: High speed wifi, standing desks, been bags, printer, scanner, projector, microphone, kitchen, free parking

Services: High speed wifi, working desks, printer, scanner, projector, relax zone, kitchen Starting Rates : 350ETB/day

Starting Rates : 380ETB/day

Abro Coworking Space

Xhub Addis Location: Cameroon Street, Morning Star Mall 5th Floor Contact: http://xhubaddis.com/ working/ info@xhubaddis.com +251 91 170 1361

Location: Namibia Street

Services: Wifi, free photocopy/ print (30 pages)

Services: Wifi, photocopy/print, desk, chair

Contact: https://abro-co-workingspace.business.site/ +251 911 11 0742

Starting Rates : 250ETB/day

Restaurants

Starting Rates : 250ETB/day

If you are thinking to explore international and cultural cuisine Addis has to offer, here are a few you may consider.

Italian restaurants

Agnese Restaurant

Location: Old Airport Contact: +251 98 048 3824

Castelli Italian Restaurant

Contact: +251 11 557 1757

Bella Pizza & Pasta

19 I Linkup Addis Ababa

Location: Piassa, Mahatama-Gandhi Street, in front of Mohamud Music Shop

Location: Bole Medhanialem, Near Abyssinia Mall Contact: +251 94 141 5422

Mama Mia Italian Restaurant

Dok Restaurant

Location: Next to Mele Zenawi Foundation, DAR Sahara Street Contact: +251 92 900 2218

Location: Next to Bole Medhane Alem Church on Cameroon Street between Zemen Bank &Abyssinia Bank Contact: +25195 399 2126 Working Hours: Mon - Sun: 08:00 am - 12:00 pm Website: www.dokrestaurantaddis. com/ Email: dokrestaurant1@gmail.com

Ethiopian Cultural restaurants

Yod Abyssinia Cultural Restaurant

Desalech Kitfo

Location: Carl Square, Sar Bet Contact: +2516612985 Known for: Ethiopian food, cultural performances

Location: Africa Avenue, behind Skylight Hotel Contact: +251 91 123 1859 Known for: Ethiopian traditional kitfo (minced meat)

Dashen Traditional Restaurant

Totot

Location: DAR Sahara Street, Near Swedish Community School Contact: +251 91 120 1723 Known for: Cozy atmosphere, cultural performances

Location: Anbessa Garage, In Front of World Vision, Bole Sub city, Addis Ababa, Ethiopia. Contact: +251 646 0718 Contact: totottraditionalrestaurant.com

Fendika Cultural Center

2000 Habesha Cultural Restaurant

Location: Kazanchis Contact: +251 91 154 7577 Known for: Exceptional jazz and Ethiopian Azmaris

Location: Namibia St. on the way to Atlas, in front of Romie Burger Contact: +251 91 151 2590 Website: 2000habesha.com

Middle Eastern & Mediterranean restaurants

Bait Al Mandi

Istanbul Restaurant

Location: Mickey Leland/ EU Street Contact: +251 91 151 8903 Known for: Middle Eastern Mediterranean Cuisine

Location: Cameroon Street, across Ukranian Embassy Contact: +251 910 17 4728 Known for: Turkish cuisine

20 I Linkup Addis Ababa

The Kitchen

Location: Meskel Square, Inside Hyatt Regency Contact: +251 11 517 1234 Known for: Mediterranean Cuisine

Aladdin Restaurant

Location: Off Bole Road, near Japanese Embassy Residence Contact: +251 11 6614109 Known for: Arabian Cuisine

Marketing Companies in Addis Proofit Marketing Solutions Location: Cameroon Street, Gulf Aziz Building, 2nd Floor Contact No: +251 953 42 77 97 info@proofit.com

251 Communications Location: Gabon Street, Aster Plaza, 3rd Floor Contact No: +251 116 63 0182 info@251communications.com https://251communications.com

Zeleman Communications Location: Africa Avenue, Snap Plaza, Snap Plaza, 10th floor Contact No: +251 116 63 2800 info@zeleman.com htttps://zeleman.com

Berry Advertising Location: Cameroon Street, Gulf Aziz Building, 3rd Floor Contact No: +251 930 07 8086 www.berryethiopia.com

Orangeswitch Creative Agency Location: Bole Medhanealem, WoldeFikir Building, 3rd Floor Contact No: +251 116 723 030 Email: Hello@orangeswitch.com Website: www.orangeswitch.com

21 I Linkup Addis Ababa

Ttree Advertising Location: Cape Verde Street, KT Building, 3rd Floor Contact No: +251 118 21 2112 info@ttreeadvertising.com ttreeadvertising.com

Spotlight Ethiopia Location: Africa Avenue, DH Geda Tower, 7th Floor Contact No: +251 913 98 6445 https://spotlightplc.com

Cactus Communications Location: Africa Avenue, Bedesta Building, 4th floor Contact No: +251 115 54 4901 info@cactusethiopia.com http:// cactusethiopia.com/

Eternal Media & Communication Location: Gabon Street, Aster Plaza Contact No: +251 114 70 3039 info@eternalmedia.com https://eternal-media.com

Parks & Museums in Addis Zoma Museum Location: Mekanisa, Near Abo Church Contact No: https://www. zomamuseum.org/ Feature: Landscaping, gardens, antique shop

Addis Ababa Museum Location: Meskel Square Contact No: http://www. addisababa.gov.et/de/web/guest/ museums#3 Feature: Museum, Restaurant, Panoramic View of Meskel Square

Unity Park

African Unbound

Location: Inside Ethiopian National Palace

Location: Off Churchill Road (On the way to National Palace)

Contact No: Unitypark.et

Contact No: https:// africaunboundmuseum.com/

Feature: Historical palaces, Zoo, cultural museum, restaurants

Feature: African Arts

Entoto Park Location: Entoto Hills Contact No: Feature: Bicycle and track, reading benches, camping site, restaurants, panoramic view of Addis Ababa

Leather shops in Addis Kuncho Design Website: https://www. kunchodesign.com/ Contact: kunchodesign@gmail.com +251 96 799 5384

22 I Linkup Addis Ababa

The leather industry in Addis is thriving with countless local and international leather lines. Here are a few.

Undkǝn- Made in Ethiopia Website: http://www.undken.com/ Contact: +251 912 75 2524

Meron Addis Ababa

Zaaf Collection

Website: https://www. meronaddisababa.com/

Website: https://www. zaafcollection.com/

Contact: info@meronaddisababa.com +251 911 12 2108

Contact: +251 910 14 9965

Electronics stores HEY Online market Known for: Phones, computers, cameras and other electronic devices retail Location: Bole Medehanealem, Hidmona Bulding Ground floor #12

Ramanet Computer Solutions Known for: electronics retail, accessories, maintenance Location: Bole Road DH Geda Tower G Floor, Addis Ababa, Ethiopia and DH Geda Mezanine floor Office #2

Contact No: +251 95 396 4175

Contact No: +251 92 234 3536, +251 91 121 3566

Bino Tech Store

Yonas Mobile

Known for: electronics retail, accessories, maintenance

Known for: mobile maintenance and Unlocking service provider in Ethiopia. loaded with dedicated mobile engineers.

Location: Bole Medehanealem, Berhane Adere Building 1st floor #119floor #12 Contact No: +251 91 181 1446

Location: Awlo Buisness center First floor office #102 Contact No: +251 91 191 1111

Medical Centers Washington Medical Center Location: Bole, In front of Rwanda Embassy Contact No: +251939515151/+251939525252

Addis Cardiac Hospital Location: Bole Ring Road in front of Ethiopian Airlines Head Quarters Contact No: +25116634720/40/41 Email: info@addiscardiac.com

Email: frontdesk@wmcethiopia.com

Nordic Medical Centre (NMC) Location: Around Rwanda Embassy, in front of Tizeze hotel Contact No: 8901 or +251929105653 Email: reception@ nordicmedicalcentre.com

23 I Linkup Addis Ababa

Bethzatha General Hospital Location: Next to Addis Ababa Stadium Contact No: 7477 or +251115514141

MCM General Hospital

Landmark General Hospital

Location: Wereda 14, Gerji, Bole Sub-City

Location: Mozambique St, Kirkos Subcity Contact No: +251115525463

Contact No: (Ethiopia) +251116292963 (S.Korea) +82269309555

Email: contact@landmarkhospital.et

Email: msmcmet@gmail.com

Droga Physiotherapy Specialty Clinic Bole Branch: Next to Japan Embassy Contact No: +251116687006 +251974959595 Email: info@drogaphysiotherapy.com

Cinemas Vamdas Entertainment Location: Megenagna, next to Panorama hotel Contact No: +251910878248 +251118678098

Edna Mall Location: In front of Bole Medhanealem Church Contact No: +251116616278 (Cinema Reservation) | +251116616880 (Cinema Head) Email: www.ednamall.com

Gast Cinema Location: CMC, in front of St. Michael Church Contact No: +251930113388 Email: www.cinema.gastmall.com

24 I Linkup Addis Ababa

Alem Cinema Location: Africa Avenue Contact No: +251986959595 Website: www.alemcinema.com

Century Cinema Location: Gurd Shola Contact No: +251987202020 Website: www.centurymalladdis.com

Ride Hauling Apps ZayRide

Seregela

Location: Bole Mafi Mall #602, Addis Ababa, Ethiopia

Location: Merkeb Plaza, 5th Floor, Bole, Addis Ababa, Ethiopia

Call Center: 6303 Telephone: +251 116 721 052 Website: www.zayride.com/ Email: info@zayride.com

Call Center: 7878 Telephone: +251 11 557 3640/43/44 Website: www.seregelagroup.com/ services/ Email: hello@seregelagroup.com

Ride

Feres

Location: Shekinah Bldg 4th floor, Bole, Addis Ababa, Ethiopia

Location: Getu Commercial Business Center, Airport Road, Addis Ababa, Ethiopia

Call Center: 8294 Website: www.ride8294.com Email: Support@ride8294.com

(All Women Drivers)

Telephone: +25190 704 0404 Call Center: 6090 Website: www.feres.et Email: info@feres.et

Catch Location: 301, Beza Building, Bole Sub City Addis Ababa, Ethiopia Telephone: +251 94 406 7050

Apartments La villa Apartments Location: Around Urael Church, Addis Ababa, Ethiopia Telephone: +251 97 289 8989

25 I Linkup Addis Ababa

Red Door Apartments Location: Wello sefer Ethio-China friendship road, KADCO Group No.2 Building 1st floor Line Number: +251 11 443 0597 Phone number: +251 98 396 9696 3640/43/44 Email: info@Reddoor.et

Zen Apartments

Noah Real Estate

Location: Olympia/KasanchisKirkos Wereda01 House Nb 200 Addis Ababa, Ethiopia

Location: Abyssinia Plaza, 12th Floor in Bole Right beside Bole Medhanialem Church

Telephone: +251 980 193313 +251 91 140 2093 Website: http://www. zenapartmentsaddis.com/ Email: zenaparts@gmail.com

Telephone: 6100 +25194 911 1111 Website: http://www. noahrealestateplc.com/