Observation: Cotton Fest t-shirt and caps EVERYWHERE on social media and events!

Past: Locals artists, especially in the house and hip hop scene, have recently taken over the festive season and they are doing it by themselves. From the success of Cassper Nyovests Fill Up idea to Shimza’s one man show, more artists are starting their own festivals and parties, and the marketing behind it is CRAZY!

This past weekend, there were 8 - 10 parties between Joburg and Durban and EVERYONE was wearing their Cotton Fest apparel. Both Riky, AKA and Cassper have big festivals coming up and have done impressive strategising behind it.

This has also been heavily influenced by global artists who have paved the way in creating their own events and activations such Travis Scott with his “Astroworld Fest” and Tyler the Creators “Camp Gnaw”. 

Cassper Fill Up Royal Bafokeng 2019: 

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A post shared by Refiloe Phoolo 🇿🇦 (@casspernyovest) on Nov 25, 2019 at 10:14pm PST

Riky Rick’s Cottton Fest 2020:

AKA’s Fees For All Mega Concert 2020

Future: There’s been a trend of local celebrities being approached by brands and creating summer campaigns for consumers to spend more during the period. 

Later this trend will end and these artists will rather create their own summer campaigns and activations during these period and reject brand opportunities.