FESTIVAL REPORT EXPERIENCE south africa! www.africavillage.eu
Introduction The Festival in numbers Venue Program Attendance Media presence Impact The Festival in pictures Conclusion Next steps
After the previous success in the Eastern Europe region, this year Africa Village presented a true spectacle! Africa Village SOUTH AFRICA IN COLOURS festival has been the largest Africa Village festival so far, organized from 23-26 of June in the center of European culture - city of Vienna, The festival presented for the first time to Austrian audience the incredible world of South African arts and culture. Africa Village SOUTH AFRICA IN COLOURS is a celebration of South African heritage, culture, traditions and people. A unique presentation fusion of South African dance, music, art and crafts found its roots in traditional culture carried into today s contemporary world. Conceived by South African non-profit company, Makhaya Art and Cultural Development, the Africa Village SOUTH AFRICA IN COLOURS project is supported by South African National Distribution Fund in its program to organize the event in three European cities per year.
SOUTH AFRICA IN COLOURS festival arrived in Europe to present an amazing country with unique traditional culture and at the same time a modern, contemporary country that is very much part of the global community. This message has been conveyed in all elements of the 4 day event that has provided unforgettable experience for all visitors; live performances delivered authentic displays of traditional dance and music and then presented some of South Africa s top current performers. Aiming at all the senses, the festival had transcended its vibrant colorful and energetic dance, art, designer crafts, music and visuals, to serve as an excellent and informative introduction to the beautiful and diverse country of South Africa. The Africa Village SOUTH AFRICA IN COLOURS project objective is introducing and connecting South Africa to markets where little is known about its people, arts and culture. While displaying the best of South Africa, we are changing many pre-conceived perceptions, positioning and identifying South Africa s location in a global context. This concept use arts and culture also as a platform for development of tourism, trade and other business exchanges. With this project we are bringing together South African and European culture, arts and economy while building long term relationships and presence in Europe and Russia.
Being aware of the necessity of bringing Africa and Europe together for the future mutual benefits, over the last four years we have worked hard to promote South Africa and build awareness of the great potentials of this amazing country. That is our strategic priority, to define best of South Africa and promote it in the best way. During this period, we have grown fast and become the primary African festival in Europe and Russia. This year SOUTH AFRICA IN COLOURS Vienna festival was the culmination of our work since 2008, the real fireworks of South African art and culture. We have gathered top South African performers, artists and crafters and created spectacular program with numerous activities. For the first time Austrian audience had the opportunity to experience the unique energy and spirit of South Africa. The interest for this event convinced us once again that we should continue with our efforts, constantly working on improvement of our projects. In Makhaya, we re passionate about putting on a fresh and innovative event that you ll enjoy and get something out of that unique experience. I would like to thank everybody who has been involved in the creation of this fabulous event: The support of our funders and partners, National Lottery Board, are crucial to the project success. Also, I would like to thank the City of Vienna, which accepted us and extended its generous hospitality. Of course, big thank you for the large Makhaya team and South African performers that made this event a reality. Now we have a new challenge, to make even better festival next year.'' Zarko Taric Makhaya CEO
4 days More than 20.000 visitors South Africa in Colours live shows 3 12 workshops smaller live shows 5 More than 100 South Africans visiting Vienna 2 Museum Quarter halls More than 20 performers More than crafters 30 More than 2000 square meters More than 15 artists More than products on the event 25.000 More than Moya Afrika products 500 More than daily visits on Africa Village site 6000 increase in events from 2010 75 increase in web traffic from 2010 92 Minimum 100 articles in national media More than of free media coverage 170K
SOUTH AFRICA IN COLOURS Vienna took place in one of the most prestigious venues in Europe Museum Quarter. The Museum Quarter, or just MQ, is a 60,000 m² large area in the 7th Viennese district building near the center of the city. At the time of its completion it was the eighth largest cultural area in the world. The area is home to several museums, art galleries, institutions and initiatives and is often used for a variety of regular cultural events, festivals and concerts. This prestigious location was the challenge for our festival because of its size and many competitive events taking place every day. But, it turns out as an excellent location and opportunity for presenting the amazing South African performances. At the end, two largest MQ halls was too small to accept all interested visitors for South Africa in Colours.
LIRA is known for eclectic sounds comprising elements of Afro-pop, R&B and jazz. She became a mega selling singer in South Africa when her second album "FeelGood" was released - awarded "Best Jazz Album 2007 - Metro FM Awards. Lira has continued to become a South African style icon, a young woman who relishes the playful aspects of living, but she thinks deeply about life - and the responsibility of being an artist with a now established fan base. "My music has to be empowering," Lira says, with real force. "I am very, very conscious of that especially growing up in Africa. I don't want to bring anything negative into my music. DAVID TLALE Top South African designer, David Tlale released his 2011 Europe summer range during the SOUTH AFRICA IN COLOURS Gala opening on 23rd June. Fusing the fashion show into the South African performances resulted in a world class fashion presentation. Both daring and dramatic, David Tlale is a brand that defies convention and a brand that impenitently employs unpredictable use and understanding of fabric, colour and texture. South African Crafts Visitors had the opportunity to see and purchase best examples of South African crafts and also witness the creation of unique hand made products on site. SOUTH AFRICAN TOURISM Today, South Africa is one of the most popular world tourist destinations with unbelievable large number of attractions and highly developed infrastructure. In one moment you can explore ancient locations of human origin, next one dive with the dolphins or climb a mountain, one moment enjoy on a beach or be on safari and the next moment have dinner in exclusive restaurant or even ride in a jet plane! All that in one country! SOUTH AFRICA IN COLOURS festival together with festival partners, Free State province, presented this incredible country and numerous travel offering to festival visitors and Austrian tourist operators. Moya Afrika Curiosity of this festival is the promotion of Moya Afrika exclusive brand that introduces unique, high quality products of great artistic value which are designed and manufactured in South Africa. Moya Afrika products consist of several categories: art, fashion, furniture and accessories. South African design Visitors also had the opportunity to see the work of young South African designers that had their debut in European market. Traditional South African performances Numerous performances provided an insight into the diverse South African cultural heritage through various dances including the Koi-san. Caitlin an electric violinist Caitlin is an electric violinist that does things her way - with unstoppable energy and pure, uninhibited passion. A one-of-a-kind performer determined to make her (stage) presence known young, wild and born to perform and she s only just getting started.
June 23rd 20.00 Fri June 24th Sat June 25th SOUTH AFRICA IN COLOURS Gala Opening Spectacular and vibrant opening show with numerous performances: David Tlale fashion show / Lira music show / Caitlin music show / Traditional dance groups performances / Meeting point Art exhibition opening / Opening of Moya Afrika Living Africa décor and lifestyle products / South African Craft market opening SPECIAL PRESENTATIONS 14:00 Alive in Africa South African tourism presentations 16:00 Lecture Arts and Culture to Africa and Europe 17:00 Art Exhibition Meeting Point A series of talks by artists and SA curator Wine and Cheese Launch 20:00 South Africa in Colours Live Show (Lira, Caitlin, Traditional dancers and much more) 14:00 The Tip of Africa South African tourism presentations 16:00 Storyteller African stories by an African 18:00 Boutique Store & Promoters Wine and Cheese Hour 20:00 South Africa in Colours Live vshow (Lira, Caitlin, Traditional dancers and much more) Sun June 26th 12:00 Drum Workshop 13:00 Dance Workshop 14:00 Storyteller 18:00 Friends Farewell WHOLE DAY PERFORMANCES DURING THE SOUTH AFRICA IN COLOURS FESTIVAL Fri June 24th 10.00...22.00 Sat June 25th 10.00...22.00 Sun June 26th 10.00...18.00 Experience a modern African Village, always busy, singing and dancing. Browse the craft stalls, listen to African stories. Learn African drumming in Drum Workshops, dancing in Dance Workshops, Gumboot Dancing, or for the brave, the skills of stick fighting with real Zulu warriors. Visit one of the most powerful African art exhibitions ever seen in Europe, view modern African design styles in furniture and decor accessories, or watch the vibrant South Africa in Colours musical/dance show at 20.00 each evening. EXHIBITIONS Meeting Point Art Exhibition 5 artists on site plus 2 South African curators. Moya Afrika exclusive home and office decor and design living Africa style. Craft Market - thousands of hand crafted products on sale, from jewellery, to textiles, ceramics, and much more. South African Tourism travel packages and offers with tour operators to speak to. ENTERTAINMENT Face Painting Storytelling
SOUTH AFRICA IN COLOURS festival has once again proved that it attracts a lot of attention and produces high interest in the hosting countries. The event caused a huge public interest, with a prefix of must see in itself. SOUTH AFRICA IN COLOURS 2011 Vienna festival has even outreached the planned number of visitors with more than 20.000 visitors! Each year Africa Village SOUTH AFRICA IN COLOURS festival strives to be as accessible as possible, ensuring free entrance to everyone who wants to discover South Africa. Vivid colours of South Africa left no one indifferent, attracting all sorts of communities, of different ages and various social classes. SOUTH AFRICA IN COLOURS festival achieves what is often impossible the ability to talk to a range of audiences. The SOUTH AFRICA IN COLOURS Gala Opening caused a huge interest not only amongst the visitors, mainly Vienna VIPs and diplomats, but the media attention as well. A huge number of visitors came to the event in spite of heavy rain that accompanied the beginning of the festival. SOUTH AFRICA IN COLOURS Vienna festival was opened by Mr Xolisa Mabhongo, South African Ambassador in Vienna, Mr. Zarko Taric, Makhaya CEO and Ms Nozipho Bardill, Makhaya Director, who welcomed the Vienna people in the name of South Africa and invited them to experience this incredible country. On the behalf of the city of Vienna, Mag. Renate Brauner, Vice-mayor of the city of Vienna opened the festival and invited all guests to visit the South Africa and discover this beautiful country in the same way as she did by herself.
The Gala Night to celebrate the opening was also attended by representatives of the Austrian Federal government, the municipality of Vienna, Mr Mandla Mandela, the grandson of Nelson Mandel, several Ambassadors, diplomats, artists, celebrities, journalists and hundreds of Austrians, Africans and representatives of various communities and organizations. In the following 3 days, visitors continued to come in large numbers from all over the Austria to see SOUTH AFRICA IN COLOURS festival and experience South Africa. We can proudly state that all the visitors regardless of their age and general interests were very impressed by the SOUTH AFRICA IN COLOURS event. Respected guests from South Africa: 1. HE Ambassador Xolisa Mabhongo SA Ambassador to Austria 2. SA Minister of Energy - Ms Dipuo Peters 3. Chief Zwelivelile Mandela 4. Mr Mugglestone Mandela 5. MEC D.A.C. Kgothule - Free State Dept of Sport, Arts, Culture and Recreation 6. Mr. Danny Moleko Free State Dept Arts and Culture Free State 7. Mr. Sefantsi Free State Tourism 8. Mr. Thole Khoto Free State Free State Tourism 9. Mr. John Mogashoa Department of Arts & Culture - Director of International Relations 10. Mr. Ernest Ndlovu - Department of Arts & Culture - Chief Director Stakeholders Ministry Arts and Culture 11. HE Ambassador BR Sisulu SA Ambassador to Norway 12. HE Ambassador Agnes Nyamande - Pitso SA Ambassador to Philippines 13. Ms. I N Ndesi-Mgoboza First Secretary, SA Ambassador to Poland
Africa Village SOUTH AFRICA IN COLOURS Vienna festival, beside large number of visitors, also gathered great media attention. The communication of this event continues to evolve and this year was no exception with the launch of integrated marketing campaign that included various PR and advertising activities. The festival secured a minimum of 150 pieces of free media coverage, including all main Austrian national media with several full page coverage during the festival and outstanding online presence. The word of SOUTH AFRICA IN COLOURS festival also spread instantly throughout all Austrian and regional web sites and also with social networking, including Facebook and Twitter networks. All Austrian media showed high interest in festival segments such as traditional performances, soul singer Lira, electric violinist Caitlin, Moya Afrika and Meeting point exhibitions, fashion show from famous designer David Tlale and other. Beside general SOUTH AFRICA IN COLOURS festival coverage, Austrian media also promoted South Africa and specific South African segments such as tourism, art, crafts, culture, fashion etc. provoking great interest for South Africa in Austria. The festival was also broadcasted by the Fashion TV, world fashion channel that broadcasted the festival report more than 15 times on their international channel. That was the biggest presentation of African fashion on this channel so far. Check out the full video on You Tube or Africa Village web site.
Guided by the Makhaya strategic principles, the festival itself sheds a new light regarding an opinion about traditional South Africa which lives in the past in contrast to modern, industrial country whose impact on world culture, art and entertainment is truly vast. Africa Village SOUTH AFRICA IN COLOURS festival also holds a great influence and role in achieving new economic relationships with European countries. The AFRICA VILLAGE concept uses arts and culture as key to a marketing thrust with tourism, trade, business and other service exchanges. Selecting the arts, visual and performing, as a spear or initial introduction attracts, incites interest, and transcends all language barriers. This medium simultaneously identifies the region, geographic location, people and cultures, creating a foundation and platform for further information. Four days of SOUTH AFRICA IN COLOURS Vienna festival were enough to arouse imagination to all the visitors that are welcomed to visit South Africa and to experience this incredible country for themselves. South African Province Free State, a partner of SOUTH AFRICA IN COLOURS Vienna festival has presented its tourist attractions and offers to many visitors and Austrian tourist operators, establishing cooperation through new business contacts. Also, trades and handcrafts that were manufactured on site contributed to the uniqueness of the event. Many visitors expressed a desire to obtain an authentic item from South Africa which revealed an opportunity for a new trade route between South Africa and Austria.
It was truly remarkable for the visitors to witness MoyaAfrika décor and lifestyle products exhibit that has been introduced for the first time to European audience. It was also a great pleasure for the galerists and all the visitors that wanted to get to know a modern, elegant, unorthodox and truly amazing Africa. The premiere exhibit of the MoyaAfrika brand at the festival achieved huge success and massive interest which will truly contribute to the presence of this unique brand within the international market. Massive applause has been granted to famous performers from South Africa, an electric violinist with unstoppable energy Caitlin, mega selling singer and one of the hottest performing Sony/BMG signed artist in South Africa Lira, award-winning South African designer David Tlale, as well as other South African performers. The exhilaration of Austrian audience with the show has been revealed through positive responds on site as well as in the media. SOUTH AFRICA IN COLOURS Vienna festival proves as a step forward in relations between South Africa and Austria. Presenting unique perspective of South Africa gathered a lot of interest, while building the positive image of today s South Africa and opening doors for future projects.
SOUTH AFRICA IN COLOURS Vienna festival strokes a major success. Festival produced a great interest and we are proud on all the positive responds that it has generated. The festival itself created a tremendous impact regarding the opinion change about South Africa as well as the change in perception of contrast between the traditional and modern African society. Major contacts were established as well that will surely contribute to future cultural and economic cooperation between South Africa and Europe. The artists that presented themselves to Austrian audience made a huge step towards new markets in which they can promote their work and talent. This festival is a platform for all the future endeavors as well as the truly magnificent firework of the true South African culture. Right after the successful Vienna festival, we will take this energy and pursue onward. We are carrying our mission of bonding South Africa with Europe further through authentic SOUTH AFRICA IN COLOURS festival. Starting on 7th of July, until the 10th of July 2011, with its bright colours, strength and positive energy and spirit, we will contribute to the summer charms of beautiful city of Budva in Montenegro. September has been reserved for the city of Belgrade in Serbia, where we hope to repeat last year s success and shake the city in our unique rhythm. For the year 2012 we are making preparations as we speak. We are preparing ourselves for even more spectacular festival. This is the year which will start the tour in Moscow. It remains a secret about the content of the festival in Moscow but it will present a truly unique spectacle as well, unseen until then and in the spirit of the best South African festivals. Unique experience and good time is guaranteed, this is no secret to say at least. APPLICATIONS FOR AFRICA VILLAGE 2012 ARE OPENED. Find out more on www.africavillage.eu/application SOUTH AFRICA IN COLOURS festival continues to celebrate culture, art, heritage and the true values of South Africa. It is our mission to facilitate relationships between regions, bond markets and people and to establish a cultural dialogue between cultures from different parts of the world.
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