ALEKESAM! Oakley's Iconic X Games Host Sal Masekela Premieres Deep Film at Tribeca Film Festival


If you know anything about Action Sports, you probably think you know Sal Masekela. Think again.

The face and host of the X Games since its very inception, is far deeper of a figure than you think…with a personal history fit for a TV mini series documentary, at that.

The son of a South African Jazz Music Legend Hugh Masekela – famous for his fight against Apartheid – Oakley’s star commentator, TV host, actor, musician and overall badass is the subject of a remarkable short film revolving around his super unique path through life thus far, his father’s attempt to reconnect with a son alienated from him throughout his tumultuous journey and his own personal rediscovery of something planted deep in his roots: Music.

Enter Alekesam.

Titled with “Masekela” spelled backwards, the film premiered with great fanfare and bright lights at New York’s Tribeca Film Festival on April 19 and 20…with the support of Oakley’s Entertainment Team to get the week fully rockin’ for Sal’s big moment.

Kicking off with an impressive official dinner at one of the city’s most renowned Italian restaurants, the film’s stars, director, sponsors and supporters celebrated the beginning of an enormous milestone in Sal’s life – and his reintroduction to the World – with cheers and toasts in the NYC.

Then the real action began.

Skipping on over to a nearby movie theatre taken over by the Film Festival, a full collection of supporters prepared for Alekesam’s world premiere as an audience dotted with celebrities, independent movie fans and more filed in.

Introduced by one of Tribeca’s officials alongside two other specially selected short films, Sal’s feature delighted the captivated audience – shedding light on his story and coaxing the crowd into laughter with the film’s many candid and eyebrow raising moments.

Celebrities Converge: Red Carpet Premiere of Alekesam
Friday, April 20 saw the full Red Carpet Treatment for the film’s premiere week at the Tribeca Grand Hotel – with the celebrity guess list including the likes of Michael Rapaport, Abby Elliott, Jamie Chung and Bryan Greenberg among others.

After guests enjoyed the film in a special premiere theatre, Sal himself dazzled guests with a live performance featuring tunes from his upcoming debut album, “Alekesam,” as impressive Oakley eyewear displays lined the backdrop.

With cocktails, great company, an amazing Tribeca atmosphere, great music and a buzz for the film in the air, the official premiere night was flat out rocking.

Saturday Celebration
Olivia Wilde and Sal hosted an exclusive Oakley-supported dinner to celebrate both of their films alongside directors Bryn Mooser and David Darg’s for Baseball in the Time of Cholera and the cast and crew of Alekesam at SoHo hotspot Macao. The party continued as guests including Ben Lyons, Jason Bergh, Elon Musk and Kelly Bensimone helped celebrate the rest of the night at Parlor, an exclusive members-only club. A packed crowd raged into the night with beats by Oakley’s own music producer/artist Cisco Adler (of Shwayze) and DJ Soul…one killer way to cap off an epic weekend for Oakley and our own Sal Masekela.

Stay tuned for more information on how you can watch the full film at


Andrew De Lara


May 16, 2012

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