Topic: AfroPunk Festival

Name: Makofane E
Email address: makofanehe56@gmail.com
Submitted in partial requirements of the subject

Declaration of work
I declare hereby that this is my own work and not the work of anyone else. I understand what plagiarism is and the
rules of Tshwane University of Technology regarding plagiarism. I understand that I will receive a mark of 0% should I
copy any section/part/sentence etc. from any source be it books, internet, or any other relevant source.

1
Table of contents

Contents Page
Assignment 1: Section A
Project Charter
Historical background to the event or festival 5

Project description and rationale 7

Primary goal and objectives 9

Stakeholders 10

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Risks and constraints 13

Assignment 2: Section B
Project Plan
Resources 16

Budgeting and cost control 19

Work Breakdown Structure (WBS) 22

Promotional techniques/ marketing tools 24

Target market/ customers 27

List of references 28

Assessment marking rubric Assignment 1 29-

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Assignment 1: Section A- Project Charter
Project Charter
Historical background to the event or festival

Project title
AfroPunk in the City of Gold

Location
AfroPunk will be taking place at the Constitution Hill, a Heritage site and the as well as the home of the Constitutional
Courts. Constitution Hill is located in one of South Africa’s busiest cities, Johannesburg, nicknamed, The city of Gold.

Target market
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AfroPunk showcases live music performances, film, fashion, and art by various artists, therefore these are the target
market:
Aesthetics- aesthetics are a group of people that loves art
Fashionistas- fashionistas are people that love and adore fashion, including those that are just interested in fashion.
Cinephile- cinephiles are people that love cinema and film
Melomaniacs- melomaniacs are a group of people that love and enjoy music, including live performances of music.

Origin of the event

AfroPunk was started in the year 2005 by Jocelyn Cooper and Mathew Morgan in Brooklyn, New York. AfroPunk was
inspired by a short film (documentary) titled AfroPunk, documented in 2003 This documentary traces the lives of black
people in the white punk subculture. This documentary is based on the stories of Afro-American kids who strongly
identified with the radical attitudes of the 70s punk-rock movement, casting a spotlight on the growing number of black
punks dissatisfied with the lack of racial diversity in the existing punk-rock scene. These young black kinds connected with
punk’s attempt to deconstruct oppressive systems of power and super-structures through art, music, and fashion. The
country has since been hosted in different countries, namely London, Atlanta and Paris till it hits South Africa which is
found on the southern tip of the African Continent, hosted in one of the countries busiest cities, Johannesburg at the
Constantia hills.

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Project description and rationale

Description
Afro-Punk is a two-day festival which showcases music, art, conservation, and community building. Since the festival
began in 2005, it has been an iconic celebration of artists, activists, and musicians all around the globe.

Rationale
Why the AfroPunk Festival is a good idea to host it? The Afropunk festival is a food idea because it will contribute
tremendously to the economy, this is both monetary and employment as well as boost tourism activity as there will be
quite several people from around the country and continent and as well as around the world.

Beneficiaries

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The AfroPunk Festival is not just a festival that will take place only for the entertainment of people. The festival has quite
several benefits that several people will benefit from. Firstly, the Festival will create a huge cash injection (R41 million
{€2.6million}) to the economy of Johannesburg, thus increasing the economy of the Gauteng province. The second
beneficiary is the people. This is a huge festival; therefore, all hands of deck are needed. The festival will result in the
creation of 300 jobs. Another beneficiary is the local tour operators (Alexander, Soweto, as well as the city center) as
AfroPunk uses these tour operators to create experiential products to provide guests a raw experience of the city,
Johannesburg.

Major tasks
1. Hiring of technical equipment
2. Hiring a stage
3. Security
4. Installation of CCTV Cameras
5. Preparing a line-up of artists who will perform and getting in touch with them
6. Safety of artists upon arrival at the venue as well as departure
7. Communication with attendees
8. Preparing the Budget and managing of funds
9. Marketing and Sales

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Primary goal and objectives

Main purpose of the AfroPunk Festival

Primary goals/aims
The aim of this festival is to increase the number of visitations into the country which will result in Johannesburg being
positioned the most visited city (all-year-round) for business, leisure, lifestyle, and sport. According to the article written by
Diane Coetzer states that the AfroPunk Festival, in line with the 10-priority implementation plans of the city and economic
development business plan, the tourism unit aims to contribute significantly to the 5% of the economic growth in the city.
These are objectives that are referred to as smart objectives. SMART objectives mean the following:
S- Specific
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M- Measurable
A-Attainable
R- Realistic
T- Time-bound
These objectives are SMART in a sense that they are specific, what needs to be achieved is clearly stated and they are
measurable as they have a reference point as to where they began as an economy, how they are going to achieve it and
by how much they need to add which is 5%. This is attainable in a sense that all the resources for the event to achieve
this objectives is available and its realistic in a sense that these issues they would like to improve has been done research
on and can be proven statistics and is time bound because it has a start date and end date as to when the objective is to
be achieved.
Stakeholders

Name of the project Manager

The project manager for this project of the AfroPunk Festival is Epheniah Makofane.

Internal and External Stakeholders as well as the roles performed by each.

a. Internal Stakeholders

Gauteng Tourism and Johannesburg Tourism

Role: Promoting and developing the city of Johannesburg to attract attendees to the festival and encourage them to take
part in tourism activities either before or after the festival.
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Constitution Hill
Role: The Constitution Hill provides the venue where the AfroPunk Festival is taking place

Event staff
Role: Event staff are there to assist and ensure in the smooth operation and running of the event. They are responsible for
fulfilling their given duties, and these include, assisting attendees in and around the venue or with their questions, ensure
the attendees are content and they are happy and be on the lookout for potential dander such as conflicts).

Sponsors
There are quite several sponsors each with a different contribution to make the event possible to take place.
Sponsor, Constitution Hill (South Africa), Martell, Standard Bank – South Africa, South African Tourism, Red Bull, Joburg,
Tourism, Hyundai South Africa, Edgars, AIDS Healthcare Foundation, Love my Ting, Yfm, Official Brand South Africa
EDGE Hunter’s and Miller Brewing company are sponsors for this festival.

Core project team

The core project team consists of the following sound engineer, videographer, promotions manager, project manager
stage manager and security manager, Gauteng Tourism representative, Johannesburg tourism representative and
Constitution Hill representative.

Management team
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The management team consists of all the head of each department, and these are managers from promotion, volunteers,
security, entertainment, sponsors, equipment security the project manager, markets (stall) and other services

b. External stakeholders

Festival attendees
Role: These are the individuals that will produce a certain amount for tickets so they can attend the festival

Artists (performers)
Role: These are the variety of performers that will be performing at the festival.

Media (eTN and Business Live)

Role: The role of media in the festival is to create awareness about the AfroPunk so that people know about it. They also
promote the event on behalf of the hosters and keep people up to date in relation on what’s happening with the event
(from day one up until the event is over).

Travel Massive Africa

Role: Travel Massive Africa project-manages a legacy-project names “I am Joburg” which resulted from the partnership
that was formed by Constitution Hill with Johannesburg Tourism and Gauteng Tourism.

Tourism Organizations (Tour operators in Alexander, Soweto, and the Johannesburg City Center
Role: Creating experiential products of the city to give guests a raw experience of Johannesburg
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Government
Role: the role of government is to ensure that the event is facilitated and grant access to facilities as well as capital
contribution to the event

Host community (Braamfontein)

Role: This is the community that will host the festival as the venue where the event will take place (Constitution Hill) is
located in this community, Braamfontein

Risks and constraints

Risk assessment matric
Risk Impact Likelihood Degree Action on trigger Response plan
of of
occurrenc impact
e L, M, H
L, M, H
Weather *Low H H Weather forecasting at least 3 Postpone the event to a day that is
(heavy rain/ attendance rate days prior the event not raining and inform attendees
storm on the *Reduced well in advance
day) income revenue

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Inflation Increase in the M H Take a look at the economy Always keep the budget a few
prices of goods status every now and then hundreds above the estimated
and services throughout the project stages budget
Covid-19 *Reduced M M Put up a Covid Survey to Screen Guess and request proof of
attendance screen Guests and check vaccination or a negative COVID
*Spread of the how many guests are test done 72 hours before the event
virus should a vaccinated or taken the covid day upon arrival at the venue
positive test and how many have not
individual attend
the event
Increased International M M Look at the South African Should the rand drop or increase
exchange attendees’ rand continuously to monitor drastically, ensure that we predict
rates numbers reduce the rand the number of people that will
as it become attend from international borders
expensive to fly
into the country
Loadshedding No power M H Check-in with the electricity Have a generator on sight in case
supply at the suppliers/ municipality to find of a sudden power outage
venue the chances of a power
*Lights will be outage
out, and

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 technical
equipment
cannot be used
Conflicts *Fights breakout H H Take staff to attend crowd Place security guards around the
among *People get hurt management classes venue to lookout for possible
attendees *In severe conflicts and solve them quickly
cases some without alarming other attendees
attendees may
die during fights
Crime *Theft of M M Scan attendees before entry Install CCTV cameras, scan every
attendee into the venue for objects that attendee as they enter and have
belongings may harm other attendees security to lookout for such
*Deaths and incidents
hospitality in
cases of
available firearm
Technical *Microphone, M H Testing of all equipment Have extra equipment for backup
equipment speaker, or before commencement of the
damages speakers not event to ensure all equipment
working works well
Fake covid *Spread of L M Place questionnaires on the Thoroughly check vaccination cards

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tests and COVID-19 website to get an estimation before accepting an attendee and
proof of of the numbers that will return attendees without proof of
vaccination present vaccination and those vaccination or negative COVID-19
presenting tests test
Traffic *Accidents H H Train staff to manage traffic Get certain roads closed hat will
only be used by attendees to exit
the venue safely without congestion
on the road

Assignment 2: Section B
Project Plan
Resources
The AfroPunk Festival will utilize the following resources: human resources, physical resources (material resources,
financial resources. These three resources are interdependent and depend on one another to ensure the success of the
festival. Human resource is defined as the skills, knowledge, experience, and insights contributed by staff members and
volunteers into the to ensure the success of the festival. Human resources include staff members, (both managerial and
non-managerial including the project manager), and volunteers.
Another important resource is the material resource (physical resource). This resource is defined as the tangibles which
will be used for the event

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Lastly, the most important resource which could lead to a standstill of the project or halt it when mismanaged is financial
resources. Financial resource is referred to the funds which are needed to operate the event. This includes the capital
which is received from sponsors as well as the money generated from the selling of tickets to attend the event.

Human Resources
Staff members and volunteers both have the same duties, the difference between them is that the staff is paid, and the
volunteers do not have to get paid. Firstly, volunteers need to go through an application process in order to be able to
volunteer at the AfroPunk Festival. Potential volunteers need to enter the web page of AfroPunk and need to fill in and
submit the application form. Once they have passed the application phase and are accepted to volunteer at the festival,
they will be given duties that are also conducted by the staff members that get paid. The non-managerial staff and the
volunteers see through the work that needs to be completed from the start day of the event to the end and the managerial
staff members see thought the planning phase of the event and the funds managing. There are certain attributes that the
staff and volunteers need to have, and these attributes different for each staff member depending on the duty post or
position they hold. Security staff need to stay alert at all times and hey need to have fast reflexes and need to know how
to solve conflicts as well as understanding that violence is not the only way to deal with unruly attendees, it actually makes
the situation worse. All staff members, including security staff and volunteers as well as management staff need to have
people skills as this is a work where people are very important, and the success of the event and future events depend on
them. They need to be flexible and have excellent communication skills as well as listening skills. Staff needs to have
excellent problem-solving skills and be able to think on their feet in all situations.

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 Material resources (physical resources)
As described in the introduction paragraph below, material
resources are the tangibles that are needed to conduct the
festival. Physical resources include the area where the event will
take place (which is Constitution Hill in Braamfontein), all
technical equipment to be used during the festival (speakers,
microphone, cables, lights) as well as the stage on which the
artists/ performers will be performing on. These are vital as
without this resource, the event cannot take place as planned
and as it has been conducted during the previous years. It is of vital importance to ensure that equipment of excellent
quality is hired so that there are no hiccups during the event.

Financial resources
Just as much as other resources are important to achieve the success of the event, financial resource is the key and
primary resource because without financial resource, almost nothing can be achieved. In a case where a sponsor takes
time to release funds, this slows down the progress of the project. Another important factor to consider when dealing with
financial resource is to ensure that the right person is chosen to handle the books and finances, because when
mismanaged, it could either lead to complete stop of the project as there will be no money available to purchase the
necessary equipment and pay staff that need to be paid, or the budget will be cut, and certain things will either be reduced
or replaced by cheaper, less quality stuff. The money which will be used to conduct the event will be received from
monetary sponsors as well as income generated from sales (selling of tickets).
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Budgeting and cost control

Resource/facility/Activity Quantity Unit cost (R) Total Cost (R)

Staff members
1. Security 6 2400.00 14 400.00
2. Stage manager 1 25 000.00
3. Sound engineer with sound system 1 100 000.00
4. Videographers with cameras 4 150 000.00
Artists 20 2 565 000.00

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1. Solange 150 000.00
2. Miguel 750 000.00
3. Masego 500 000.00
4. Goldlink 110 000.00
5. Nao 450 00.00
6. Sjava 50 000.00
7. Busiswa 50 000.00
8. Sho Majozi 50 000.00
9. Kwani Experience 20 000.00
10. Urban Village 30 000. 00
11. Zoe Modiga 40 000.00
12. Blink Bill 25 000.00
13. Morena Leraba 45 000.00
14. Darkie Fiction 50 00.00
15. TCIYF 35 000.00
16. Umlilo 40 000.00
17. The chanpionships ball FEatL House of Diamond and
House of Reve 40 000.00
18. MUneyi 35 000.00
19. Shambles 50 000.00
20. The Dobberman Boys 45 000.00

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Dj’s 9 164 0200.00
1. DBN Gogo 29 000.00 29 000.00
2. JezziQ 30 000.00
3. DJ Moma, DJ Khenzhero, Bhetekoo, Gina Jeans, Zara 7 105 000.00
Julius, lelowhatsogood, Fif_La each @
15 000.00
Project Manager 1 40 000.00
Medical First-Aid Kit 10 500.00 5 000.00
Toilet facilities 20 2 000.00 40 000.00
General staff 15 2 400.00 36 000.00
Stage 1 500 000.00
Technical equipment 50 00.00
All management staff (head of departments) 8 20 00.00 160 000.00
Project team members 11 10 000.00 110 000.00
Session speakers 6 50 000.00 300 000.00

In the table above, the price estimation has been made based on market price and history. The videographer, sound
engineer and videographer, price estimation was made based on a quotation online as well as market prices on the
internet. Artists rates has been estimated based on popularity as well as the number of years spent in the music industry
and the number of songs or beats released by each artist or Dj. Toilet facility rates were estimated on prices which are
posted on the website of the company we are hiring the toilets from (Bloo-loo)

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The toilet facilities that will be used at the festival will be hired from Bloo-loo Toilet Hire and Sales cc. Bloo-loo has been
operational for more than three years and is located in Germiston, Johannesburg in the Gauteng province.

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Work Breakdown Structure

AfroPunk

Epheniah

Promotion Volunteers Security Enterntainment

Jane Keegan Johannes Lerato

Marketing (flyers,
Ticket Sales Online MArketing Sound system Arists, DJ's & Bands
leaflets and posters)

Zolani Lindiwe Onalerona Zwelethu Thuso

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 AfroPunk

Epheniah

Markets Other Services Equipment Sponsors

Dimpho Mapule Emmerentia Omphile

first-Aid kits &

Restroom Technical Lights
Ambulence Cleaning staff Stage
Facilities Equipment
Lungile Olwethu MIchelle Morena Jacky Jasmine

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Promotional techniques/promotional tools

With technological improvements over the years, when conducting event, promoters are spoiled for choice. Promotion
techniques to be used to promote AfroPunk are advertising, sales promotion, and direct marketing.

Advertising
Promoting an event through advertising is quite broad. There’s quite a number of
options to choose to advertise from. Adverting includes the radio, leaflets, and
flyers, on the website of Afropunk, social media, and blogs as well as the press.
Using the traditional method of advertising which is advertising through leaflets and flyers is quite
effective in its own way and bears a benefit. As advanced as we may be technologically, there are
certain areas where technology is not advanced and network is quite an issue for them, that’s where
leaflets and flyers come into play. These will be plugged in the streets and handed to people, and they can reach a
number of people that do not have access to proper network communications. Advertising can also be done on radio,
where information about the festival is read on the radio for listeners that have access to radios more than they do to other
technological devices such as cellphones and computers.

An advertising method that proves to be the most effective over most advertising
platforms is social media. The generation we live in now is always on their phones, on
social media platforms to be exact and 99.9% of the population is signed up on a certain

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media platform. There are quite a number of social media platforms to choose from and these are Facebook, Instagram,
Twitter, LinkedIn to name a few. The social media platforms that AfroPunk promotion team will focus on are Facebook,
Twitter, Instagram and YouTube. With social media, the promotion team will be able to reach a mass audience at the
same time, including international audience.

Instagram, twitter and Facebook are social media platforms where we will create pages on which we will be able to post
images of the festival as well as text messages and short videos/clips. YouTube is a social media platform where
promoters can only post videos of the event.

Another form of promotion technique AfroPunk promotion team will focus on is sales
promotion
sales promotion is defined a marketing tool where short-term campaigns are created in order
to attract the market and encourage them to purchase a service or a good. This form of
promotion creates demand among customers. Not only does sales promotion create a
demand for the tickets, but it also increases the sales of tickets, thus increasing the revenue
which will be made from the selling of tickets. For the AfroPunk Festival, tickets will be sold at
reduced rates until the day of the festival. These offers are known as Early Bird offers. These early bird tickets are the
tickets that will be sold to attendees a few days prior to the selling of tickets at the initial planned selling price and these
tickets (early bird tickets) are sold at a more reduced price as compared to the initial planned price of the ticket.

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The final promotion technique to be used for the AfroPunk Festival is direct
Marketing. Direct marketing is advertising directly to individual that the promoter is
targeting. Examples of direct marketing includes direct mail, telemarketing, and email
marketing. AfroPunk Promotion Team will access the database of previous attendees
of the event and send them promotion emails such as early bird ticket promotion as
well as direct massages to their cellphone numbers, telling them about specials and
reminding them that AfroPunk is back in the city.

The preferred advertising technique is advertising on social media, specifically Twitter.

Twitter is a online social media that allows people to connect and share messages
worldwide and has the ability to reach quite a number of people withing seconds. Twitter
is the fastest social media platforms people create topics on current affairs and these are
done through hashtags and tweets. I chose this as the preferred form of promotion
because when people post videos during the event and before the event, these videos trend and reach a number of
people from near and far at the same time and creates a concept known as FOMO (Fear Of Missing Out), thus increasing
the number of ticket purchases and more people attend the event, therefore increasing revenue.

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Target market/ customers

A target market is defined as a group of individuals that a product or service is aimed at. AfroPunk festival has no specific
age group that it targets, meaning everyone is welcome to purchase a ticket and attend the event. However, minors,
which are individual below the age of 18 cannot enter alone, they need to have adult supervision. Groups of people that
AfroPunk Festival targets are aesthetics, fashionista, Cinephile and melomaniacs as well as activists.

Aesthetics- aesthetics are a group of people that loves art

Fashionistas- fashionistas are people that love and adore fashion, including those that are just interested in fashion.

Cinephile- cinephiles are people that love cinema and film

Melomaniacs- melomaniacs are a group of people that love and enjoy music, including live performances of music.

During this event both domestic and international people will be travel to Johannesburg for the festival. In South Africa, it
is expected that people from Cape Town, Eastern Cape, KwaZulu-Natal as well as international borders Nigeria, Kenya
and the United States will Travel to Johannesburg to attend the festival. As stated above the festival welcome people of all
color and races, cultures and languages, it does not discriminate against anyone.

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Reference of Work
Books

Websites
https://music.britishcouncil.org/news-and-features/2016-07-01/blog-what-is-afropunk [Accessed 10/21/2021]

https://www.billboard.com/articles/news/8491993/adropunk-johannesburg-rings-in-2019-with-thundercat-the-internet-more
[Accessed 10/21/2021]

https://www.southafrica.net/za/en/travel/event/afropunk [Accessed 11/10/2021]

https://afropunk.com/festival/joburg/joburg-faqs/ [Accessed 11/10/2021]

https://web.facebook.com/AFROPUNK/posts/huge-thank-you-to-our-sponsors-for-helping-make-this-dream-come-true-
thank-you-c/10155227534136623/?_rdc=1&_rdr [Accessed 14/11/2021]

https://afropunk.com/festival/joburg-volunteer/ [Accessed 14/11/2021]

https://www.pipedrive.com/en/blog/sales-promotion [Accessed 15/11/2021]

https://blooloo.co.za/about/ [Accessed 15/11/2021]

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Assessment Rubric

Assignment 1: SECTION A

PROJECT CHARTER Assignment 1 50 Marks (10% weight)

Discussion Assessment criteria Approx. Marks Student
theme Length mark
Historical ▪ The project title is indicated. 1 page 10
background ▪ The location is identified. (+ / -)
to the event ▪ The target market is described.
or festival ▪ The origin of the event is briefly
described in order to provide a context
to the project charter.
▪ Information sources used are
appropriately referenced.
Project ▪ A clear description of what the event 1 page 10
description involves is presented. (+ / -)
and rationale ▪ The rationale for your choice of event
is presented (i.e. why is it a good project
idea?)
▪ Beneficiaries of the event are identified.

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 ▪ Major tasks in the event are described.
▪ Information sources used are
appropriately referenced.

Primary goal ▪ The main purpose of the AfroPunk 1 page 10

and festival is identified. (+ / -)
objectives ▪ The primary goals / aims are clearly
explained.
▪ SMART objectives are presented.

Stakeholders ▪ The project manager of the event is 2- 3 pages 10

identified. (+ / -)
▪ Internal and external stakeholders are
identified (e.g. sponsor(s), customers,
core project team, and functional
management
▪ The role of each stakeholder is
described.

Risks and ▪ A risk assessment matrix is created 1-2 pages 10

constraints and populated (including risks, impacts, (+ / -)
likelihood of occurrence, actions to
trigger, response plan for at least 10

30
 risks / constraints identified for the
festival (refer to Chapter 8)

50
TOTAL MARKS

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Assignment 2: SECTION B

PROJECT PLAN Assignment 2 50 Marks (10%

weight)
Discussion Assessment criteria Approx. Mark Student
theme length mark
Resources ▪ The resources required to make this 2- 3 pages 10
event a success are described in detail. (+ / -)
o Human resources: Staffing, volunteers,
What attributes or qualities are needed
of the people involved? What are they
expected to do?
o Material resources: What materials
(facilities, equipment) are required to
make this festival a success?
Budgeting ▪ A detailed breakdown of realistic 1-2 pages 10
and cost costs for each of the resources (+ / -)
control (people, facilities, equipment, materials,
supplies, additional services) is
presented.

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 ▪ A feasible explanation on how
you estimated the costs for the
resources is presented.
▪ Suppliers of rental equipment are
identified.
Work ▪ A WBS that clearly shows major 2- 3 pages 10
Breakdown activities, milestones, work packages (+ / -)
Structure and deliverables.
(WBS) ▪ A Gantt chart or diagram is used to
show all activities, which can be used.
Promotional ▪ A detailed description of 1-2 pages 10
techniques / the promotional techniques to be (+ / -)
marketing used to promote the event to the
tools targeted audience is presented (what,
where, when, by whom?)
▪ A justification for the choice of
promotional techniques is presented.
Target ▪ The targeted customers for this event 1 pages (+ / 5
market / are identified. -)
customers ▪ Provide a detailed description of
possible Target market
Technical ▪ The project plan is typed, includes a 5
care and cover page, page numbers, declaration

33
presentation of work (signed), appropriate grammar
and spelling, use of appropriate images
and correct formatting (Arial 12, 1.5
spacing).
▪ List of references are included.
▪ Assessment (marking) rubric is
included

TOTAL MARKS 50

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