Johannesburg may often be defined as the economic hub of Africa but the quiet drum of a beat, is what makes it the capital of African entertainment.
What exactly constitutes a world-class city? Some would define Johannesburg as world-class purely on its standing as the financial and economic hub of South Africa, as the city is home to Africa’s largest stock exchange, the JSE. Others, however, would designate it as world-class city because of its rich culture.
What most South Africans have in common is their love and passion for entertainment, and specifically for music. The ever-readiness to have a good time. And for many South Africans, the common denominator to having a good time often involves music, whether it’s at a small braai, a sports gathering or a party, an activity many have come to recognise as “groove”. Music must always be present.
But this goes far beyond a small gathering. Going to a concert is unlike any other activity. Being surrounded by thousands of people with a shared love of music creates an electrifying state of euphoria.
The excitement of being united by one singular goal: to sing your heart out and have fun with the realisation that you’re inhabiting a space designed purely for unforgettable moments. It’s the thrill of seeing your favourite artist live, knowing this might be the only time you get to experience their performance.
The deafening cheers of fans as the stage lights flash, the beams echoing the crowd’s excitement. Every moment – the fun memories of singing along to your favourite melody, the endless photos and videos that will serve as proof – is worth it, leaving you wishing you could turn back time and relive it. South Africa is becoming the leading destination for international performers and Joburg has recently re-emerged as one of the foremost tourist destinations on the continent.
But let’s be honest, the cost of going to these events is not cheap. Beyond the actual ticket, many concert goers have to consider the transport to the venue, the cost of food and drinks and most importantly, an outfit that will leave you feeling your best self.
For 33-year-old Rushe Cawa, her dedication to concert life comes with a practical plan, “I’ve got a secret fund that I contribute to monthly for concert tickets,” she admits.
Originally hailing from Cape Town, Cawa lives and works in Johannesburg and proudly describes herself as a “Johannesgirlburg.” “I can practically say that I’m from here,” she says, “I’ve been here longer than I’ve been in Cape Town,” highlighting her strong connection to the city, along with its culture.
“This is definitely a lifestyle for me,” she says with a hint of humour in her voice. “It’s the only time I take myself out of the house.”
Only cementing her love for live music, Cawa has been to multiple concerts and festivals across the country, one month she’s vibing at a jazz festival, the next she’s singing along at a soul and R&B session and then after that she is uplifted at a gospel gathering. Her ultimate drive for the endless shows, is FOMO (fear of missing out). “I don’t like to miss out on things,” she says.
For Cawa, it’s more than just about missing an event – she explains that it’s also a learning experience. “When you go to festivals, you expose yourself to a lot more genres than what you would normally listen to,” she says.
For anyone following her active TikTok presence, which acts as her diary of show accounts and knowledge, her passion is quite clear. Her commitment began early. Her first ever concert was The People’s Celebration in 2006, headlined by US rappers Pharrel and Snoop Dogg, and has remained her fondest memory. “It was mind-blowing,” she reminisces. “I think that is where my love for concerts started.” Even with her endless list of attended shows, she is not done yet as one single R&B singer remains on her checklist, “Cleo Sol!” she exclaims longingly as her secret fund continues to grow for that ultimate ticket.
The infrastructure to back it
But what makes music events in Johannesburg so appealing? What truly cements it as Africa’s go-to city for world tours? The answer is in the infrastructure.
Live music venues are paramount in making a show feel and look world class. Some of the biggest events in South Africa have been hosted in Johannesburg, including the 2018 Global Citizen’s Festival: Mandela 100, which celebrated the life and legacy of Nelson Mandela. It was headlined by some of the world’s biggest pop superstars such as Beyoncé and Jay-Z. All which could not have been possible without the appropriate infrastructure.
To have a show of that magnitude starts with the scale. FNB Stadium (previously known as Soccer City) was originally built between 1987 and 1989. It is the largest stadium in Africa, with the capacity to hold 94 000 fans. It was upgraded in 2009 in preparation for the d historic 2010 FIFA World Cup, which was the first ever held on the African continent. Since then, it has become the primary venue for large music events.
However, Johannesburg’s appeal extends far beyond a single venue. Ellis Park Stadium, Teatro, Lyric Theatre and the Linder Auditorium are just a few of many, making Joburg the leader of entertainment on the continent.
The city’s strength lies in its reliable logistics, providing everything from the convenience of OR Tambo International Airport for touring artists to the high-speed Gautrain that quickens attendee travel. “We have the best road networks,” says Lumka Dlomo, destination marketing manager at Johannesburg Tourism Company (JTC), and who has been involved in multiple events such as Joy of Jazz and Miss World 2008.
For Cawa, having all these venues in Johannesburg comes at a great convenience as compared to other venues in the country. “I’m not [that] open to traveling to Pretoria, it’s tough to travel all the way, unless it’s someone really big that I definitely want to see” she says. “The venues in Joburg just make sense,” she says.
The audience only ever get to witness the final performance of their favourite artist. But beneath the bright lights and the towering waves of speakers, there are countless people who work tirelessly in the background to ensure that the production of a show is truly world-class.
Who, then, are the masterminds orchestrating this amazing display? That engine starts with the promoters.
Big Concerts is the undisputed live entertainment company responsible for promoting and bringing almost every major international artist to South African arenas and stadiums in the last three decades. Their impressive portfolio includes global musicians such as One Direction, Elton John, and Justin Bieber. But behind the promoters is the critical backbone, technical suppliers such as Gearhouse Group, a leading technical supplier for the live event industry in South Africa. They are the essential suppliers who are consistently able to meet the standards of putting together a world-class stage.
When handling a major international show, Gearhouse confirms that their planning process can typically start up to a year or more in advance. In a written reply, the company informs me that: “We work to the timeline of the clients,” This process usually involves research, logistics planning and execution of a show.
With the commitment to constantly invest in the quality of their work, the company routinely acquires equipment for both local and international events. If a specific piece cannot be sourced locally, they lean on strong international supplier relationships ensuring that no element of production is compromised.
The core technical crew on show day is a lot of hands, “We will have around 60 local crew on site,” they estimate. In addition, Gearhouse attribute the seamless execution of production to the first stages of preparation as every show and venue differs. “A big aspect of it is the pre-production preparation.”
The company confirms that their biggest focus area “involves delivering events that meet clients’ expectations and requires attention to every aspect of our services and full compliance with health and safety regulations,” echoing Dlomo’s statement that “JTC’s job is to ensure that event organisers adhere to all bylaws and conditions of the municipality.”
According to Gearhouse, there is no single one element that defines a world class production, “It starts with the performance of the artist… a happy client equals world-class.”
The rhythm to economic injection
Live music events don’t just serve as entertainment for concert goers; they also provide a big economic boost for the country.
Ticket sales for live music in South Africa generated R1,4-billion in revenue, the largest on the continent, completely overshadowing other major African markets such as Kenya and Nigeria, which both generated only R17-million in live ticket revenue, according to PwC’s Africa Entertainment & Media Outlook 2025-2029.
Moreover, according to the South African Cultural Observatory’s 2022 Economic Mapping Report, the Cultural and Creative Industries contribute approximately 3% to national GDP, and Gauteng drives 46,5% of that economic activity proving that this isn’t just culture, it’s big business.
For instance, according to an article by TimesLIVE, R&B singer Chris Brown’s two-day sold-out shows held at Johannesburg’s FNB stadium in December 2024, contributed to a major events weekendthat generated an estimated R900 million to Gauteng’s economy.
Economic development MMC in Joburg, Nomoya Mnisi, confirmed the economic boost generated for the city: “The concert (Chris Brown’s) has demonstrated the power of world-class entertainment to drive tourism, job creation and business growth in our city.” Johannesburg’s appeal translated to financial value.
She further underscored the event’s importance saying: “We are proud to have hosted an event of this magnitude, which not only showcases Johannesburg as a global hub for arts and culture but also highlights our capacity to facilitate large-scale events that stimulate economic activity.”
It is no secret that events such as this support high-skill jobs, considering the meticulous planning that goes into making them possible. Dlomo states that there are many sectors that get a boost from massive events, these include transportation, accommodation, retail and security services.
When companies and entities often seek the support of the JTC, they ensure that a great percentage of local skills is used. “We encourage that there be a share of skill and access for the smaller businesses, so that they can be uplifted and developed to reach the standards of the big guys.” Dlomo says.
This commitment ensures that hosting world-class events not only injects cash into the city but leaves local businesses with the support and experience that they need.
A creative capital
Joburg is validated not just by the artists who visit it, but by those it exports such as Grammy award winners Tyla and DJ Black Coffee.
The Global Music Report 2025 reports that in the sub-Sahara, Africa saw a recorded music revenue growth of 22,6% and these revenues surpassed US$100 million for the first time. The report also highlights South Africa as the largest market in the region and accounted for 74,6% of the region’s revenues, following a growth of 14,4%.
Additionally, the city also serves as the land of opportunity for upcoming artists. Bangi Makopo, from Johannesburg, who has the hopes of making it big in the industry one day says that Joburg is the best place to thrive as an artist. “It’s the city that has the most promise for up-and-coming artists,” he says, “all the major record labels are here,” adds Makopo.
“Amapiano has put South Africa on the map in a major way,” explains Makopo. “The world wants to know what’s happening in South Africa, what don’t we have?” he asks.
We don’t just host global culture, we export it. Amapiano, a South African music genre which translates to “the pianos” in isiZulu, uniquely blends a myriad of other genres such as house, kwaito and jazz. It came up in the early 2010s and has been rising to the top since.
Confirming its popularity as a global phenomenon, Amapiano was streamed on Spotify over 1,4 billion times in 2023, with countries such as the UK and Germany being in the top five listeners of the genre according to Business Day.
A world-class audience
The vibe and energy of South African audiences and the connection they feel towards them are often said to be thing that makes artists love performing in this city.
Cawa attributes the uniqueness of Joburg’ concerts to its audiences. “A Joburg crowd is the best that you can be in, we love a good concert.” She describes it as “an auditioning mindset, for the next artist to come to South Africa.”
The attitude of concert goers in Johannesburg is different. “There’s a bigger appreciation for music as a whole in Joburg compared to Cape Town.” She says that given an option to be in an international audience or being a Joburg audience, she will choose the latter “I will always choose a Joburg crowd… Joburg feels like a warm hug,” she says.
As previously asked by Makopo, what don’t we have? The truth is, there’s not much that we don’t have, we have the infrastructure, the transportation, the big promoters and production companies and lastly, the fans that make up a world-class concert. That is what makes the music and entertainment industry in this country thrive.
This is what undisputedly defines Johannesburg as a world-class African city.
FEATURED IMAGE: Technical crew constructing a stage. Photo: Nthabeleng Phayane
RELTED ARTICLES:
- Wits Vuvuzela: Songs of change: The impact of democracy on music copyright law, Dec 2024
- Wits Vuvuzela: REVIEW: Keeping play and art alive in the city, May 2023
