MUSIC FESTIVAL
2025
Afrosoul - Rebuilding Trust, Through Culture
Afrosoul was more than a festival. It was a cultural reset. In a time when trust among festival-goers was at an all-time low due to failed events and unfulfilled promises, we delivered something New Zealand had been waiting for. Bringing Burna Boy, one of the biggest artists in the world, to headline was not just an achievement; it was a statement. Afrosoul represents professionalism, integrity, and the true spirit of Afrobeats.
Every detail of the event was executed with precision, from logistics to layout, artist management to audience experience. The response spoke for itself with 99.995% positive feedback across all channels. Attendees praised everything from the sound and staging to the vendors, food, wristbands, and crowd flow. Afrosoul didn’t just fill a gap; it rebuilt faith in the culture and set a new benchmark for large-scale festival execution in Aotearoa.
Music Festival
Marketing
Services
Stragegy, Creative, Print, Media, Social, Video, Photo
Category
Live Events
Client
Afrosoul
Strategic Approach
We recognised the importance of restoring confidence among a demographic that had been burnt by previous promoters. Our approach focused on trust, quality, and culture, proving that Afrosoul was created for the people, by the people who understood the community.
Through storytelling and consistency, we reignited excitement within the R&B, Hip Hop, Pop, and Afrobeats audiences. The strategy connected music and culture, showing fans that this was not just another festival but a movement built with respect, authenticity, and world-class execution.
Media, Production and Design Execution
Afrosoul’s rollout was achieved in just three months, powered by a creative and production strategy that delivered high-impact visuals and flawless on-site coverage. We managed and led a nine-person media team responsible for capturing every element of the festival, from artist arrivals to crowd reactions and cinematic highlight content.
Our scope covered every layer of the brand’s visual identity and communication ecosystem. We handled creative direction and design across all print, billboard, and double-decker bus assets, website design, and full social asset suites. We also oversaw filming, editing, and producing festival trailers, artist features, and post-event highlight reels. On top of that, we managed social media scheduling, community engagement, and performance tracking throughout the campaign.
Every visual, caption, and video was crafted to celebrate the energy of Afrosoul while maintaining brand consistency across every touchpoint from digital feeds to real-world placements.
Digital Performance and Results
In just three months, Afrosoul’s online presence exploded, showing the power of authentic storytelling and culture-first marketing.
Instagram: 23,630,203 views | 471,341 interactions | +16,967 followers
Facebook: 7,385,484 views | 33,189 interactions | +4,940 followers
The festival's results not only built anticipation for more but also transformed public sentiment. Afrosoul became a case study in how strategic creativity, community trust, and cultural understanding can redefine what a festival means to its people.
