With the curtain coming down on another busy year in Joburg, the globally renowned AfroPunk Festival is due to wrap up the festive season as the city’s preeminent festive event for 2018. The festival is an exuberant, creative and diverse outpouring of live music, film, fashion, art and craft and a variety of food stalls produced by locals and attended by tens of thousands of festival goers.
Taking place at Constitution Hill on 30 and 31 December 2018 for the second year, the festival features an impressive line-up of 26 live acts from artists including Kwesta, Public Enemy and The Internet. As a strategic partner, Joburg Tourism is hosting the Joburg AfroPunk Market (Bites & Beats and Spinthrift) during the two day festival at Constitution Hill.
“We’re thrilled to be involved in hosting the event in Joburg, as it will boost the City’s tourism industry across the tourism value chain,” says Thandubuhle Mgudlwa (Director: Tourism). This includes benefits to accommodation establishments, tourist attractions, restaurants, shopping and transport. This is in anticipation of visitors who are expected to travel to Johannesburg from around the globe and locally, to attend the festival during the festive season.”
Attracting some 20 000 festivalgoers, in 2017, Afropunk featured both local and international artists, some of whom were performing for the first time on an international platform.
“Festivals such as Afropunk are hosted by cities and governments because they promote synergies between the music industry and the arts, ultimately contributing to community development, cultural economic tourism, social cohesion and local economic development,” explains Mgudlwa. Local and international tourists spent large amounts of money on accommodation, restaurants, souvenirs, transportation, etc., which in turn helped improve livelihoods in the City through 1048 jobs and 60 SMME opportunities created.”
AFROPUNK BACKGROUND INFORMATION
Q & A
Question – What is Afropunk?
AfroPunk festival started as an annual event in Brooklyn, New York City, United States of America, under the broad remit of providing a place for black culture to thrive in 2005. The festival features live music, film, fashion, art and craft and a variety of food stalls produced by locals.
For over 10 years AfroPunk has been defining culture in the music world, a triumph of multiculturalism and diversity for people of all races, genders, colours, creeds and tastes. It is a platform that strongly promotes self-awareness, self-appreciation and overall human excellence.
In Brooklyn – New York, the event attracts about 60 000 festivalgoers and other cities between 10 and 20000 over the two (2) of hosting. To date the festival is hosted across the globe at the following cities where it attracts thousands of followers over two days:
North America Period Europe Period Africa Period
Brooklyn – New York August London – UK July Joburg – SA December
Atlanta – Georgia October Paris- France July
Question – What Were the Highlights of Afropunk 2017
In 2017, the City of Joburg in partnership with Constitution Hill Development Company SOC Ltd, successfully hosted the inaugural incident free AfroPunk Joburg Festival at the Constitution Hill. The festival took place from 30 and 31 December 2017. The festival attracted 20 000 festivalgoers over the two (2) days from across the globe namely; USA, Netherlands, Mexico, Nigeria, France, SADC region, domestic and locals. The event has become a tourism draw card because of its size and a mix of activities that are hosted at the festival, with a direct and indirect economic impact of R92 million.
The festival featured both local and international artists, some of whom were performing for the first time on an international platform, namely; Thandiswa Mazwai, Nakhane, Black Motion, Anderson Park, Nonku Phiri, Spoek Mathambo, etc. Festivals such as the Afropunk are hosted by cities and governments because they promote synergies between the music industry and the arts; ultimately contributing to community development, cultural economic tourism, social cohesion and local economic development. Local and international tourists spent large amounts of money on accommodation, restaurants, souvenirs, transportation, etc., which in turn helped improve livelihoods n the City through 1048 jobs and 60 SMME opportunities created.
The following additional benefits were derived by the City from hosting the AfroPunk Joburg Festival 2017:
Exposure of up and coming South African performing artists in main stream activities with international footprint.
60 local SMMEs were given an opportunity to market and sell their products in the SpinThrift market and Bites & Beats sections at the festival in December 2017.
The #IAmJoburg Legacy Project was launched in partnership with ConHill intended to connect the tourists directly with seven (7) small tour operators to stimulate economic growth in the second economy.
The City received an estimated R112,237,743 media coverage pre, during and post hosting of AfroPunk, on international, regional and international media platforms.
Created 1 048 temporary jobs pre and during the festival, for locals including events production industry.
Question – How Will the City Be Supporting Afropunk in 2018?
The Tourism Directorate will use the AfroPunk Joburg Festival 2018 as a platform for destination profiling, showcasing of City’s Joint Operation Committee (JOC) services and utilising it as a vehicle for stimulation of economic growth. Through Joburg Tourism, the CoJ’s participation in Afropunk comprises a five-year contract. 2018 marks the second year of this participation
The City has appointed the Constitution Hill Development Company SOC Limited for the following services to be rendered during the hosting of AfroPunk Joburg Festival 2018:
AfroPunk Army AfroPunk Army is a volunteer programme of the AfroPunk Global Initiative and part of the CoJ’s Youth Unemployment Programme. It is a hub for volunteering, social justice, awareness and action. The programme encourages festival goers to volunteer their time, passion and talents to give back to their communities in exchange for tickets to attend the AfroPunk festival. Tourism Directorate has recommended 100 unemployed youth from
JMPD Public Safety cadets to participate as volunteers at the festival. The cadets will each earn 1 – day AfroPunk Joburg festival ticket for the work they engage in. The work to be done by the volunteers will include cleaning around the Constitution Hill area before the festival.
(Spinthrift and Bites
& Beats) In line with the promotion of economic growth that will lead to decline of unemployment in the City by 2021, Constitution Hill will create an Joburg AfroPunk Market . The market will consists of Joburg based 15 SMMEs offering arts, craft, food and home-ware to sell at the festival. The SMMEs will be selected using the Department of Economic Development criteria. The Joburg AfroPunk Market will operate for two (2) days at the festival, on 30 and 31 Dec 2018. Participating at the market will give the SMMEs an opportunity to showcase their craft on a global platform.
SMME 1-Day market
workshop Hosting of 1-day SMME workshop where the SMMEs will be taught on how to leverage their participation at festival like AfroPunk. The workshop is aimed at creating business opportunities for the SMMEs to also trade on international AfroPunk festivals.
Question – As a Strategic Partner, How Does the City Benefit from Hosting an Event Like the Afropunk Festival?
4.1. Return on Investment on the basis of economic impact of the festival
Hosting the event in Joburg will boost the City’s tourism industry across the value chain namely; accommodation establishments, tourist attractions, restaurants, shopping, transport etc. This is in anticipation of visitors who are expected to travel to Johannesburg from around the globe and locally, to attend the festival during the festive season.
In addition, the global exposure of Joburg as the event and leisure tourism destination would be significant due to the large audience that would be exposed to the brand through global media platforms that, the event organiser partners with, including brand activations that have been held in other international cities, where AfroPunk festival is hosted to promote the #AllRoadsleadtoJoburg in a bid to attract festival goers.
The City, as a strategic partner will benefit from the following key activities:
• hosting of Joburg AfroPunk Market during the two (2) day festival at the Constitution Hill, brought to you by Joburg Tourism;
• enhancement of the City’s stakeholder relations with residents, business and other key strategic partners;
• showcase of City’s JOC services during AfroPunk Joburg Festival 2018 to ensure safety and execution of world class events in the City;
• positioning of Johannesburg as a diverse and vibrant, international leisure and lifestyle centre, as well as the continent’s capital for the arts, culture and music scene;
• branding opportunity at the Joburg AfroPunk Market at the Constitution Hill during the two (2) days of the festival;
• branding opportunity at the one (1) SMME workshop to be held at the Constitution Hill hosted by AfroPunk;
• Linking of the destination website to AfroPunk platform in order to promote the destination to the festival goers on “what to do in Joburg”;
• Leveraging on the events’ marketing and advertising platforms to promote the destination’s tourism activities during the festive period;
• Engaging of the Departments’ spokesperson/s in the required public relations and publicity activities.
For more information about Afropunk and to buy tickets visit www.afropunkfest.com/johannesburg.