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Delicious, Tomorrowland comes to South Africa

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We interview Lloyd Cornwall of VWV Massive on bringing the Delicious Food & Music festival as well as dance music festival Tomorrowland, to South Africa

by Kim Penstone When Lloyd Cornwall first visited Neighbourgoods in Braamfontein, Johannesburg, he realised that he had stumbled right into a brand-new lifestyle grouping of South Africans. People whom, at first sight, would have very little in common, yet brought together by Neighbourgoods.

What he saw was a completely integrated crowd – in his words, white, black and Indian. Couples in their 30s. Families with young children. Lloyd CornwallOlder couples, with no children. And he started thinking about food.

A music man at heart, Cornwall is perhaps most famous for bringing the Ministry of Sound brand to South Africa. His company Massive recently joined forces with VWV, to create VWV Massive, which combines the entertainment and sponsorship expertise of Massive with South Africa’s biggest event company.

“Similar values”

“The thing that struck me most about the crowd at Neighbourgoods was that, although everyone looked so different, they seemed to have similar values,” says Cornwall. “So, in my mind, I created this new grouping called ‘hot adults’ – people who have disposable income, who keep up with trends no matter their age, and who like to get out and about, but who are also really discerning in terms of what will get them out. It has to be something special.

“In this case, the catalyst was food, but not just any food – artisan slow food, prepared from scratch with love.”

Cornwall has always believed that music brings people together, that it is the great unifier. But he admits that, in South Africa, it can also be a great divider – because different population groups have tended to listen to quite different music genres.

Unifying catalyst

He started wondering if food could be the new music, or at least if food and music could be symbiotically paired to create a unifying catalyst that would capture the attention of his ‘hot adults’. And so Delicious was born.

Over the weekend of 5 and 6 October this year, Johannesburg will play host to what Cornwall believes will be one of the most successful live events of the year. Described as a food festival for music lovers, or a music festival for food lovers, Delicious will not only bring three Michelin-starred chefs and their world-renowned restaurants to the country, but also the unique sounds of international superstars Jamiroquai.

In addition, it will feature an artisan food market comprising the very best of local slow food, as well as a secure Kids Zone, where children will not only be entertained by DSTV but also educated about healthy food choices.

Event highlight

But the highlight of the event is the appearance of UK celebrity chefs Aldo Zilli, Ed Baines and John Burton Race, who will showcase their skills through their signature pop-up restaurants: Aldo Zilli’s San Carlo Cicchetti, Ed Baines’ Randal and Aubin, and John Burton Race’s The John Burton Race Experience.

Using the event skills of VWV, VWV Massive will recreate these restaurants using ultra high-resolution photographs and state-of-the-art backdrops, allowing South Africans to not only indulge their tastebuds in globally-revered haute cuisine but also immerse all their senses in what looks set to be a once-in-a-lifetime experience.

Of course, this experience all comes at a cost: reservations for the pop-up restaurants can be made for lunch and/or dinner at a cost of R900, while general admission entry will cost R380, and the kids zone is priced at R100 per child. Running over two days, catering to 10 000 each day, that’s a pretty penny for the organisers.

Comes at a cost

But then creating something of this ilk also comes at a cost – Cornwall puts the price ticket on Delicious at a minimum R15 million. And he doesn’t expect the event to make profit in its first year.

“But it’s not about the first year; most live events only come into profit in year three,” he says. Besides, he adds, the real trick to creating a successful event – which is one that will make it to year three! – is finding the right brand partners, and ensuring that these partnerships work for both the brands and the event.

This, says Cornwall, is the area where most live events fail dismally.

“There has been a real drop off in the brain power of brands, especially in South Africa, and especially when it comes to sponsorship,” he says. “Way too many brands pay a premium for an association with a live event, just slap their brand on that event, and then wonder why the sponsorship did nothing to move stock, or change brand image – or achieve any objectives.”

Not rocket science

It’s not rocket science, he points out. You have to make the event work for you.

This is Cornwall’s specialty, and he has some pretty big names to help Delicious get to year three – Checkers, Oceans Basket, Sunday Times, Sowetan and DStv, to name but a few. For each of these brands, Cornwall and his team have created an integrated marketing plan to ensure that they achieve set objectives, in this way assuring the future by effectively guaranteeing buy-in for next year’s event.

All the food for the three Michelin-star restaurants, for example, will be purchased at Checkers, a fact which will be revealed to diners on the menus, helping Checkers in its on-going bid to reposition into a higher LSM grouping.

Ocean Basket will host the event’s sushi bar, to help lift the brand’s association with sushi in the minds of the target market.

Very targeted objectives

There are also in-store competitions, sales promotions and Facebook campaigns – each with very targeted objectives.

“Live events can be quite scary for brands, because they are these living, breathing entities, and it can all go horribly wrong if you don’t know what you’re doing. But it’s precisely because they are living and breathing that they can have such a dramatic impact on your brand,” explains Cornwall.

It stands to reason. After all, it’s much more rewarding to interact with a living, breathing entity than an inanimate one.

If you think Cornwall is on the right track with Delicious, he’s on the fast-track with his next project, Tomorrowland. If you haven’t heard of it, Google it.

World’s biggest youth activation

It’s officially the world’s biggest youth activation, a dance music festival to date held only in Belgium, catering to over 180 000 people who fly to the festival in specially-chartered planes from countries around the globe. Tickets for the 2013 show sold out in one hour, and there are over 2.6 million people still on the waiting list.

VWV Massive has just bought the rights to stage Tomorrowland in South Africa, and it’s set to hit our shores in February 2015.

“It’s going to be the biggest thing to hit South Africa since the [2010 FIFA] World Cup,” Cornwall promises, with 12 000 inbound tourists expected to head to Cape Town for the event. Landscaping at the venue on Fairview (outside Paarl) has already started at a cost of R10 million; Cornwall takes a long-term view here, intending to build a world-standard festival site here.

The whole event will cost in the region of R120 million and aims to be transformative in how brands engage with the youth market. Watch this space!

Update 2013/09/18 9:55 am

VWV Massive statement on Tomorrowland event details

On Monday MarkLives.com published an interview with VWV Massive MD Lloyd Cornwall. It contained information on two events in the process of being produced by VWV Massive including a South African version of  dance music festival Tomorrowland and food and wine festival Delicious. The published interview was based on the combined notes of two separate meetings with Cornwall, one with MarkLives editor Herman Manson, and a second with our Johannesburg reporter Kim Penstone.

Following a statement by Fairview Wine and Cheese on its Facebook page denying that the event will take place at its venue we asked Cornwall for further clarification on the status of the South African Tomorrowland event.

Cornwall has issued the following statement based on our request for further clarification:

“As you know we have been working on the staging of an international edition of the Tomorrowland event for some time now. There have been various rumours and stories in this regard from both industry and media. Some have been true and some have been based on hearsay.

You will know that to bring an event of this magnitude there needs to be a lengthy diligence process covering every aspect of the event. This would include venue, licensing, brand partnerships and consumer relevance. Whilst we have covered many of these areas, we are not ready to make any official announcements or offer further comment on the details of this magnificent event.

The interview published on MarkLives.com was a fair reflection of our conversations with its journalists, but it should be noted that during the diligence process elements, including partnerships, are subject to change, and are therefore not final. The process of diligence is very detailed and should this conclude positively there will be an official announcement that will cover all the facts.”

 

 

Credit: http://www.marklives.com/2013/09/delicious-comes-to-south-africa/#.UjgmRz-bG8-

 

 

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Competitions

Win Tickets to Milky Chance in Durban!

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Milky Chance recently announced their long-awaited return to South Africa with their “Living In A Haze” tour in February 2024 which will see them perform in Cape Town, Johannesburg and Durban. The German Duo are excited to confirm that both Neon Dreams and Sean Koch will join them as support acts on the line-up for their shows in Cape Town (15 February) and Johannesburg (17 February), and Neon Dreams will also join Milky Chance in Durban (18 February) as support act.

Canadian duo Neon Dreams are no strangers to the South African music scene. Their 2019 single “Life Without Fantasies” reached the top of the South African viral charts amassing millions of streams in 2021 during the lockdown. The band connected with tens of thousands of fans online which led to their first sold out headline tour. They have continued to cement themselves in the industry here, having toured the country a number of times over the past few years and return in February 2024 to share the stage with Milky Chance in Cape Town, Johannesburg and Durban.

Sean Koch is one of SA’s most-loved indie-folk artists who brings a mixed bag of African and western, influence alongside messages of home, a connection to nature, the ocean and the people around him; to his storytelling, feel-good music. While rooted in his flowing-folk style, his music is diverse. From dance infused songs like ‘Lift You Up’ the standout single from his collection (including the Double MZK & G DOM remix) to the dreamier songs like ‘Feel the Energy’ that carry deeper messages of connection to the natural world and the people that surround us. There is something for everyone in Sean’s catalogue.

How to Enter:

Instagram
1. Follow Durbanite, Milky Chance & Breakout Events’ Instagram pages.
2. Tell us who Milky Chance’s supporting act is in Durban & tag who you’d take with if you win.

OR

Facebook
1. Follow Durbanite, Milky Chance & Breakout Events’ Facebook pages.
2. Tell us who Milky Chance’s supporting act is in Durban & tag who you’d take with if you win.

Closing Date:
Monday, 12 February 2024

Winner Announced:
Tuesday, 13 February 2024

Entries limited to 5 per day.
Winners will be selected at random from valid entries.
Durbanite Competition T&Cs apply.

Tickets are on sale from https://breakoutevents.co.za/ and are selling fast, so get yours now!


Neon Dreams

Milky Chance “Living In A Haze” South African Tour 2024 details:

DURBAN

Date: Sunday 18 February 2024
Time: 11:00 – 18:30
Venue: Durban Botanic Gardens uMphafa Field
Address: 9A John Zikhali Road, Berea, Durban 4001
Line up: Milky Chance + Neon Dreams + final opening act to be announced
Tickets:
General Admission Phase One: R495 ex R35 Fee
General Admission Phase Two: R595 ex R35 Fee
Ticket Link: https://breakout.howler.co.za/events/milky-chance-live-in-durban-5c47
Facebook Event: https://www.facebook.com/events/181914891636282/

#MilkyChanceSouthAfrica

For more info, go to:
Ticketing link: https://breakoutevents.co.za/
Facebook: https://www.facebook.com/abreakoutevent
Instagram: https://www.instagram.com/abreakoutevent
Twitter: https://twitter.com/abreakoutevent

Follow Milky Chance online:
Official Website: https://www.milkychance.net/
Instagram: https://www.instagram.com/milkychance_official/
Facebook: https://web.facebook.com/milkychancemusic
Twitter: https://twitter.com/milkychance

Milky Chance “Living In A Haze” South African Tour Dates:

15 February 2024 – Green Point A-Track, Cape Town
(supported by Neon Dreams and Sean Koch)

17 February 2024 – Marks Park in Emmarentia, Johannesburg
(supported by Neon Dreams and Sean Koch + final opening act to be announced)

18 February 2024 – Durban Botanic Gardens uMphafa Field, Durban
(supported by Neon Dreams + final opening act to be announced)

 

 

 

 

 

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Entertainment

Milky Chance Announce Support Acts for Their “Living in a Haze” South African Tour This February

Published

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Milky Chance recently announced their long-awaited return to South Africa with their “Living In A Haze” tour in February 2024 which will see them perform in Cape Town, Johannesburg and Durban. The German Duo are excited to confirm that both Neon Dreams and Sean Koch will join them as support acts on the line-up for their shows in Cape Town (15 February) and Johannesburg (17 February), and Neon Dreams will also join Milky Chance in Durban (18 February) as support act.

Canadian duo Neon Dreams are no strangers to the South African music scene. Their 2019 single “Life Without Fantasies” reached the top of the South African viral charts amassing millions of streams in 2021 during the lockdown. The band connected with tens of thousands of fans online which led to their first sold out headline tour. They have continued to cement themselves in the industry here, having toured the country a number of times over the past few years and return in February 2024 to share the stage with Milky Chance in Cape Town, Johannesburg and Durban.

Sean Koch is one of SA’s most-loved indie-folk artists who brings a mixed bag of African and western, influence alongside messages of home, a connection to nature, the ocean and the people around him; to his storytelling, feel-good music. While rooted in his flowing-folk style, his music is diverse. From dance infused songs like ‘Lift You Up’ the standout single from his collection (including the Double MZK & G DOM remix) to the dreamier songs like ‘Feel the Energy’ that carry deeper messages of connection to the natural world and the people that surround us. There is something for everyone in Sean’s catalogue.

Tickets are on sale from https://breakoutevents.co.za/ and are selling fast, so get yours now!

Milky Chance “Living In A Haze” South African Tour Dates:

15 February 2024 – Green Point A-Track, Cape Town
(supported by Neon Dreams and Sean Koch)

17 February 2024 – Marks Park in Emmarentia, Johannesburg
(supported by Neon Dreams and Sean Koch + final opening act to be announced)

18 February 2024 – Durban Botanic Gardens uMphafa Field, Durban
(supported by Neon Dreams + final opening act to be announced)

Philipp from Milky Chance is extremely excited for their return to South Africa and the tour has a special reveal as well. “It’s been way too long since we were over in SA. Back then it was so special for so many reasons and we really felt welcomed by the people. We have plenty of new music since our last visit that we want to share and we grew into the live band we always wanted to be. We can’t wait to play for the people in SA.’’

Milky Chance originated in Kassel, Germany, where childhood friends Clemens Rehbein and Philipp Dausch formed the indie-pop band and rose to fame with their breakout folk/electronic hit “Stolen Dance” which reached #1 on the charts, was certified platinum in multiple countries and became one of the most Shazamed songs of all time.

Over four album releases, they’ve reached a massive global audience (7 Billion career streams, 13 million Spotify monthly listeners) and by going fully independent in 2021 have evolved to thrive in an increasingly precarious music industry, building an enviable touring resume (including festivals like Coachella, Reading & Leeds, and Lollapalooza) and an audience stretching from the US, Canada and Mexico to the EU, Australia, and beyond.

Their latest album, released in June 2023 on their own Muggelig Records, has already delivered over 500 million streams from 3 global hits – “Colorado,” “Synchronize” + “Living In A Haze” – and allowed the band to embark on their biggest-ever North American tour weaving their way across 65 cities including iconic venues like Colorado’s Red Rocks Amphitheater.


Milky Chance

Milky Chance “Living In A Haze” South African Tour 2024 details:

CAPE TOWN

Date: Thursday 15 February 2024
Time: 16:00 – 22:00
Venue: Green Point A-Track
Address: 11 Fritz Sonnenberg Road, Green Point, Cape Town 8051
Line up: Milky Chance + Neon Dreams + Sean Koch
Tickets:
Golden Circle Phase One: R995 ex R35 Fee
General Admission Phase One: R595 ex R35 Fee
Ticket Link: https://www.webtickets.co.za/v2/event.aspx?itemid=1536722398
Facebook Event: https://www.facebook.com/events/894719432015836/

JOHANNESBURG

Date: Saturday 17 February 2024
Time: 11:00 – 19:00
Venue: Marks Park
Address: Orange Road, Emmarentia, Randburg 2195
Line up: Milky Chance + Neon Dreams + Sean Koch + final opening act to be announced
Tickets:
Golden Circle Phase One: R995 ex R35 Fee
General Admission Phase One: R595 ex R35 Fee
Ticket Link: https://breakout.howler.co.za/events/milky-chance-live-in-johannesburg-faf9
Facebook Event: https://www.facebook.com/events/1517727672321227/

DURBAN

Date: Sunday 18 February 2024
Time: 11:00 – 18:30
Venue: Durban Botanic Gardens uMphafa Field
Address: 9A John Zikhali Road, Berea, Durban 4001
Line up: Milky Chance + Neon Dreams + final opening act to be announced
Tickets:
General Admission Phase One: R495 ex R35 Fee
General Admission Phase Two: R595 ex R35 Fee
Ticket Link: https://breakout.howler.co.za/events/milky-chance-live-in-durban-5c47
Facebook Event: https://www.facebook.com/events/181914891636282/

#MilkyChanceSouthAfrica

For more info, go to:
Ticketing link: https://breakoutevents.co.za/
Facebook: https://www.facebook.com/abreakoutevent
Instagram: https://www.instagram.com/abreakoutevent
Twitter: https://twitter.com/abreakoutevent

Follow Milky Chance online:
Official Website: https://www.milkychance.net/
Instagram: https://www.instagram.com/milkychance_official/
Facebook: https://web.facebook.com/milkychancemusic
Twitter: https://twitter.com/milkychance

About Milky Chance
Milky Chance originated in Kassel, Germany, where childhood friends Clemens Rehbein and Philipp Dausch formed the indie-pop band and rose to fame with their breakout folk/electronic hit “”Stolen Dance”” which reached #1 on the charts, was certified platinum in multiple countries and became one of the most Shazamed songs of all time.

Over four album releases, they’ve reached a massive global audience (7 Billion career streams, 13 million Spotify monthly listeners) and by going fully independent in 2021 have evolved to thrive in an increasingly precarious music industry, building an enviable touring resume (including festivals like Coachella, Reading & Leeds, and Lollapalooza) and an audience stretching from the US, Canada and Mexico to the EU, Australia, and beyond.

Their latest album, released in June 2023 on their own Muggelig Records, has already delivered over 500 million streams from 3 global hits – “Colorado,” “Synchronize” + “Living In A Haze” – and allowed the band to embark on their biggest-ever North American tour weaving their way across 65 cities including iconic venues like Colorado’s Red Rocks Amphitheater.

 

 

 

 

 

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Entertainment

German duo Milky Chance announces “Living in a Haze” South African tour

Published

on

Milky Chance Durban “Living In A Haze” South African Tour 2024:

Date:
Sunday 18 February 2024

Time
11:00 – 18:30

Venue:
Durban Botanic Gardens uMphafa Field

Address:
9A John Zikhali Road, Berea, Durban 4001

Line up:
Milky Chance, Neon Trees & More

Tickets:
General Admission Phase One: R495 ex R35 Fee
General Admission Phase Two: R595 ex R35 Fee

Ticket Link: Tickets go on sale at 9am on Thursday 2 November –
breakout.howler.co.za/events/milky-chance-live-in-durban-5c47

Facebook Event: facebook.com/events/181914891636282/
#MilkyChanceSouthAfrica

Milky Chance announces their long-awaited return to South Africa with their “Living In A Haze” tour in February 2024 which will see them perform in Cape Town, Johannesburg and Durban. Tickets are available from https://breakoutevents.co.za/.

Milky Chance “Living In A Haze” South African Tour Dates:

15 February 2024 – Green Point A-Track, Cape Town
17 February 2024 – Marks Park in Emmarentia, Johannesburg
18 February 2024 – Durban Botanic Gardens uMphafa Field, Durban

Philipp from Milky Chance is extremely excited for their return to South Africa and the tour has a special reveal as well.‘’It’s been way too long since we were over in SA. Back then it was so special for so many reasons and we really felt welcomed by the people. We have plenty of new music since our last visit that we want to share and we grew into the live band we always wanted to be. We can’t wait to play for the people in SA.’’

Milky Chance originated in Kassel, Germany, where childhood friends Clemens Rehbein and Philipp Dausch formed the indie-pop band and rose to fame with their breakout folk/electronic hit “Stolen Dance” which reached #1 on the charts, was certified platinum in multiple countries and became one of the most Shazamed songs of all time.

Over four album releases, they’ve reached a massive global audience (7 Billion career streams, 13 million Spotify monthly listeners) and by going fully independent in 2021 have evolved to thrive in an increasingly precarious music industry, building an enviable touring resume (including festivals like Coachella, Reading & Leeds, and Lollapalooza) and an audience stretching from the US, Canada and Mexico to the EU, Australia, and beyond.

Their latest album, released in June 2023 on their own Muggelig Records, has already delivered over 500 million streams from 3 global hits – “Colorado,” “Synchronize” + “Living In A Haze” – and allowed the band to embark on their biggest-ever North American tour weaving their way across 65 cities including iconic venues like Colorado’s Red Rocks Amphitheater.

For more info, go to:

Ticketing link: breakoutevents.co.za/
Facebook: facebook.com/abreakoutevent
Instagram: instagram.com/abreakoutevent
Twitter: https: twitter.com/abreakoutevent

Follow Milky Chance online:

Official Website: milkychance.net/
Instagram: instagram.com/milkychance_official/
Facebook: web.facebook.com/milkychancemusic
Twitter: twitter.com/milkychance

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