Africa Music Festival 2024
Marketing Director & Project Manager
Overview
Africa Music Festival 2024 was a two-day celebration in Leicester on August 24, 2024, honouring Africa’s musical heritage with a lineup featuring Koffi Olomide, Alick Macheso, Makhadzi, Chef 187, Spyro, Tocky Vibes, Nkosazana Daughter, and the UK's top African DJs. With 10,000 attendees from across Europe, the festival was a cultural milestone.
As Marketing Director and Project Manager, I led a brand overhaul, managed a six-figure marketing budget, secured top talent, and oversaw flawless stage and operational management, boosting audience engagement and redefining the festival’s market presence.
Filmed & Edited by Prez Media
Key Highlights
Talent Acquisition: Secured top-tier hosts, DJs, and artists, creating a dynamic lineup that contributed to a sold-out event attended by 10,000 people.
Strategic Marketing: Managed a six-figure budget to craft cross-generational campaigns that boosted ticket sales by 20%.
Creative Leadership: Built and led a creative team that drove social media engagement up by 700% and added 500+ new followers in just 2 weeks.
Brand Identity: Redesigned marketing materials to establish a fresh, cohesive brand identity across digital, print, and on-ground channels.
Media Engagement: Orchestrated a high-profile press event and livestream press conference, attracting major outlets like BBC East Midlands, BBC Radio Leicester, and BBC Africa.
Digital Impact: Launched a new website that, combined with targeted PR efforts, significantly increased online visibility.
Operational Excellence: Oversaw flawless stage management and on-day execution, ensuring a seamless, memorable experience for all attendees.
Responsibilities
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Content Creation & Social Media
I spearheaded content creation and social media management, crafting compelling digital narratives that boosted engagement by 700% across Instagram & Tiktok and amplified our brand's impact.
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Flyers & Marketing Materials
I redesigned all marketing materials to establish a fresh, consistent, and cross-generational brand identity.
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Web Design & AI Intergration
I launched a brand new website for Africa Music Festival, incorporating an AI customer service assistant to streamline inquiries and enhance user engagement.
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UGC Campaign
I launched a UGC campaign on Instagram, Snapchat, and TikTok to boost brand visibility, drive sales, and create buzz around the event.
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Email Marketing Campaign
I designed and strategised an email marketing and SMS campaign that segmented audiences, grew the mailing list by 35%, and boosted ticket sales by 20%.
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PR & Gifting
I designed and orchestrated a PR gifting campaign, creating custom gifts for influencers, media, and VVIP guests to elevate brand perception and forge valuable partnerships.
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Press Event
Organised a high-profile press event with a livestream press conference, attended by mainstream and independent journalists (BBC East Midlands, BBC Radio Leicester, BBC Africa, etc.).
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Event Scheduling + Operations
Organised a high-profile press event with a livestream press conference, attended by mainstream and independent journalists (BBC East Midlands, BBC Radio Leicester, BBC Africa, etc.).
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Talent Acquisition
Managed talent acquisition by booking DJs, hosts, and artists, and liaising on behalf of AMF to secure a dynamic, diverse lineup.
Process & Impact
As a cultural brand strategist, my approach blends creative storytelling with meticulous operational planning. I begin by analysing cultural trends and audience insights to develop a compelling brand narrative, then assemble and lead cross-functional teams to execute innovative marketing strategies. This process enabled me to secure top talent, revamp the festival’s visual identity, and launch high-impact digital campaigns. The result was a sold-out event attended by 10,000 people, a 700% boost in social engagement, and significant increases in ticket sales and brand visibility, demonstrating the transformative power of aligning cultural insights with strategic execution.
Reflection
Working on Africa Music Festival 2024 in Leicester, a vibrant, multicultural hub, was a transformative experience. Bringing global African superstars to this unique city pushed me to new heights and underscored the importance of a culturally aware brand strategist when reaching diverse communities.
The event's success was driven by strong teamwork and cross-functional collaboration, revealing my ability as a generalist and a key problem solver. This journey not only refined my cultural brand strategy expertise but also deepened my commitment to leveraging collective talent to achieve extraordinary outcomes.
Collaborators
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Prez Media
Media Partner (Videographer)
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Y2K Entertainment
Founders & Organisers
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Drippo Joel
Media Partner (Photographer)
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Reign Media (Ruvimbo Dzumbira)
Social Media Manager & Brand Strategist
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Rutendo Bepswa
Executive Assistant & Junior Project Manager
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Mudiwa "Superstar Jani"
Host
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Nyasha Michelle
Host & PR Consultant
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Call Me Tamuka
Artist
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DJ Wardy
DJ
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DJ Edott
DJ
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Biggs
Host
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Selecta Bruckout
DJ
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Sipp Bar & Cafe
Venue
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