The school gives me a space to mentor the kids. I also work with the student sponsorship fund. It's a way that I know for sure can make a difference in other children's lives. I feel like education made a big difference in my life so it's a way I know will impact on their lives positively.
"They [whisky company] will assist me find people who want to turn the students' passion into a career. It's the same reason I'm on The Voice," she says.
The association with the whisky maker comes as she prepares to release her sixth studio album.
Lira was formally anointed on the 20th floor of a Sandton, Johannesburg, building amid colourful drinks in the room, including her preferred whisky blend.
"This campaign is in line with who I am. I'm all about joy. I'm not afraid to take certain chances, to me it's not about the alcohol but the story of having joy in your life," she says.
The campaign is called Joy Will Take You Further and also features English actor Jude Law.
Lira will feature on multiple media platforms and for now is the face of the brand locally but talks are under way to spread her campaign internationally.
Lira was paid for the campaign as well but both parties preferred not to divulge how much the deal was worth.
