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1 / 2022 African Descent Festival Report
2022 - BACK AND BETTER THAN EVER
The African Descent Festival (ADF) has gone The African Descent Festival has worked
beyond Vancouver, BC, and Canada with a tirelessly to create a welcoming event
global reach of live broadcasted shows and recognized by municipal, provincial and federal
over 1.3 million live views of the 2022 African governments for excellence in fostering and
Descent Festival. enriching a positive sense of community
across the Lower Mainland.
This was a single live broadcasted show and
with over thirty live bands, the festival is The African Descent Festival is one of the
estimated to have been close to 1.5 million major live music festivals bringing a unique
viewers. This is due to the festival’s steadfast depth of talent with a mix of genres, while
commitment to presenting the best local, challenging stereotyping, promoting culture,
regional, national and international acts in and challenging ant-racism through
Vancouver. The great contribution of all acts edutainment.
that balanced the need for business commerce
with an exchange for artistic integrity has The African Descent Festival consistently
contributed greatly to the growth and delivers opportunities for audiences and artists
development of the African Descent Festival’s to experience live music and heritage in
wide reach. Vancouver.
The African Descent Festival is one of Vancouver’s leading arts festivals, bringing
together communities from across Vancouver and Canada, promoting tourism,
and reflecting Vancouver’s values as a harbour for celebrating diversity, arts,
ideas, and culture. Two full days of the festival celebrate the cultural diversity of
people of African Descent.
Drawing from Canada’s Decade for People of across Western Canada, BC, and Metro
African Descent (2015-2024), the African Vancouver. We are diverse, multicultural and
Descent Festival is a Vancouver-based global leaders in promoting Heritage and cultural
leader in the presentation of education and diversity in the Vancouver African Descent
culture. We have created an innovative and Community. We educate and raise awareness
exceptional musical experience, using both and showcase Vancouver African Descent
oudoort and indoor stages, representing a Pioneers since 1859 - extraordinary people
wide variety of musical genres. From who made Vancouver the entertainment and
traditional percussions, reggae, drumming, music centre that it is today - and pay tribute
Afrobeat, Soukous, Rhumba, Dance Hall and to their legacy. We are the largest
so many more, the African Descent Festival representation of people of African Descent
speaks to professional artists, internationally and different cultural identities in Western
acclaimed stars and emerging artists alike - Canada and we are one of the top biggest
hailing from across the globe. The ADF aims events of African Descent in Canada.
to spread awareness and build a strong,
sustainable community for people of African The ADF is a Vancouver-based event,
Descent in British Columbia. presented by the African Descent Society BC
and is registered under the BC Society Act as
We want to bring all people together while S-0063022.
showcasing our unique culture in Vancouver as
a blueprint for building a healthy community.
We are the largest African Descent Festival
the
VANCOUVER SPECIAL
OPEN MIC PRODUCTIONS OPEN MIC PRODUCTIONS
FILMING EVENTS
Our team was so proud of the 2022 festival, The ADF had had challenges in this financial
despite the early morning rain on both days. year, but we appreciate the volunteer team,
There were was rainfall during the morning to whose contribution matched the actual
almost midday, which destabilized the financial budget, bridging the gap in our annual
decoration and early morning festival-goers, budget for 2022. The festival’s success can
but this later cleared, bringing the festival back also be attributed to a large group of dedicated
to normal. volunteer team leaders and staff members, as
well as committed board members of the
Cultural activities, vendors and live music African Descent Festival who spent hours
continued until closing time. Regardless of the recruiting and training new volunteers to work
rain and fall morning hours, this did not stop in various festival positions.
the success of the festival, and many vendors
and festival fans rated the 2022 African A Festival is a special event that requires a
Descent Festival as a top event. This success is community’s participation. This requires a
attributed to the many community sponsors, great contribution for volunteers to engage
funders, artists, volunteers, and the with community members such as food
professional production team. vendors, community booths, logistics, artists,
and many more components of the festival.
We wish to give a huge thanks to everyone We thank our volunteers for thir time,
who made the festival such a massive success compassion, and dedication!
again in 2022!
The African Descent Festival is privileged to The festival’s success can also be attributed to
introduce and help support emerging artists by a large group of dedicated volunteers and staff
offering them a chance to perform live in front members, as well as committed board
of large audiences and open for major members of the African Descent Festival and
headliners. The ADF had a great financial year other community partners.
as it managed to achieve close to 90% of the
planned budget, obtaining community support
from all levels of government, corporate
sponsors, volunteers, and local businesses.
The ADF Facebook page was filled with The ADF garnered in-kind contributions of
thousands of audience videos. One video for over $140,000 which include volunteers in
our headliner, Makhadzi, was viewed byover marketing, production, community outreach,
one million people. research, and development, fundraising,
planning, and artists liaison.
The festival saw an estimated attendance of
11,500 people at the park, and over a million The festival conducted the Black Strathcona
online, making the event very successful both Heritage Walking Tour as part of the arts,
online and on the ground. culture, and historical education of African
Descent in Vancouver.
The Festival worked with several bloggers and
social media promoters who helped the ADF The ADFl presented a number of emerging
reach a geographically diverse audience of local artists as part of its Artist Development
over 1.3M people, while streaming live for the Program.
week of the festival days.
The festival presented four hundred Drums for
The festival partnered with two local the African Descent Drum Circle for each day
Vancouver small businesses for printing and of the two-day festival, led by Munkie and
design: East Van Graphics and The Press Sarah West Coast Drumming. This brought
Room, in order to produce professional media various multicultural groups drumming
to reach out to our target audience. together as well as workshops on African
drumming.
The ADF is considered to be one of the fastest
growing city arts and cultural festivals and the The performances were amazing! Because of
leading arts and cultural festival for people of the support received, the ADF has been able
African Descent, attracting high-quality local, to consistently grow and inspire everyone who
national and international artists who made experiences it.
Vancouver their summer destination.
HEADLINING TALENT
Master KG
LOCAL HEADLINERS
Although Canada lifted COVID-19 restrictions, our 8th annual festival was very strict about
Covid-19 measures. Those coming from other cities and outside Canada were required to show their
vaccination certificate. The festival also required local artists to be vaccinated to avoid all risks of
Covid-19. We were still sensitive to the existing government Covid-19 restrictions for special events,
so we live-streamed the event using small devices to reach online audiences. The ADF once mor
managed to be both online and in-person at Thornton Park. We also designed a master plan for
Covid-19 as a second alternative in case of any outbreak or new government measures would be put
in to place. We were lucky the event was extremely well planned with no cases of Covid-19
reported. Nevertheless, there were weather changes that affected our normal turnout during the
early afternoon hours, but this later got back to normal as the festival picked up in the evening.
IMPACT ON TOURISM
FUTURE SUSTAINABILITY
The African Descent Festival will continue to The African Descent Festival will continue to
be both in-person and live-streamed, be both in-person and live-streamed,
expanding our audience reach. expanding our audience reach.
The Festival needs more funding, The Festival needs more funding,
sponsorships, and local partnership sponsorships, and local partnership
development for growth and further development for growth and further
expansion. expansion.
The African Descent Festival was rated as one The African Descent Festival was rated as one
of the top live virtual festivals in Vancouver. of the top live virtual festivals in Vancouver.
We will continue to invest in top production We will continue to invest in top production
and live-stream technology, making sure the and live-stream technology, making sure the
event is produced to a high professional event is produced to a high professional
standard. standard.
The festival leadership appreciated all of the The festival leadership appreciated all of the
volunteers’ contributions throughout the volunteers’ contributions throughout the
whole year with regard to planning and whole year with regard to planning and
production. production.
The festival outlined clients’ and community satisfaction with the event, with
the goal of increasing the number of attendees for future sustainability as well as
attracting local, regional, national, and international artists with a role in sharing
art and culture with local festival visitors.
24 / 2022 African Descent Festival Report
ECONOMIC IMPACT
The festival supported hotels in Vancouver Nonetheless, the Festival was able to create
contracted by the African Descent Society to employment opportunities for local businesses
house our artists, especially those touring like production companies, print media,
international artists visiting to perform in designers, artists and professionals. The
Canada. We spent money on hotels, Festival contributed to the gross domestic
restaurants, and other venues as well as product, taxes to the City of Vancouver and to
caterers that provided food and drinks for our industry players, building large sources of
guests touring in Vancouver. revenue generated from locally made products
and many local business vendors as a way of
With the ongoing pandemic, Festival revenue developing and supporting local
was affected once more. Many sponsors had entrepreneurs, especially small business
either deferred their funds from the previous owners.
year or decreased them outright. Being able to
host the event at Thornton Park came as
somewhat of a surprise, which came with its
own challenges. As such, the ADF was not able
to raise enough funds or garner enough
sponsorship in time for the event.
The African Descent Festival has been able to forge strong partnerships with not only provincial
and federal organizations such as Creative BC, but also corporate international sponsors like
Ethiopian Airlines and local sponsors such as Abantu Hair.
Target your brand and products toward several large demographic markets that are rarely
gathered at one time anywhere in the Pacific Northwest! This is a great opportunity to create
brand awareness and show that your organization supports community building and culture.
This platform highlights a wide range of African Descent cultures including those of North,
South, East, West & Central Africa, African-Caribbean regions, Latin American and Brazilian
heritage.
• The African Descent Festival will continue Vancouver. We will continue to invest in
to be both in-person and live-streamed, top production and live-stream technology,
expanding our audience reach. making sure the event is produced to a high
• The Festival needs more funding, professional standard.
sponsorships, and local partnership • The festival leadership appreciated all of
development for growth and further the volunteers’ contributions throughout
expansion. the whole year with regard to planning and
• The African Descent Festival was rated as production.
one of the top live virtual festivals in
The African Descent Festival would not be possible without sponsors like you
26 / 2022 African Descent Festival Report
SPONSORSHIP LEVELS
We have a sponsorhsip level to suit every size organization and all types of
budgets:
DIAMOND: $25,000+
ADSBC.ORG
WWW.AFRICANDESCENTFESTIVAL.COM
Collaborating with businesses and individuals like you, we can bring a positive, sustainable
impact on the culture and fabric of our community.
We are extremely excited to work together with you!
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