Brief
Anything Goes launches Culture in Motion campaign to link South Africa’s music festivals
The 23‑year‑old live‑entertainment firm introduces a unified creative concept that ties together Amapiano, Afro‑house, electronic and disco events.
By Felo News Desk · Published
South Africa’s live‑entertainment company Anything Goes announced a new umbrella campaign, Culture in Motion, that will bring together its portfolio of festivals, artist tours and parties under a single creative identity, according to a Bizcommunity report dated 15 October 2026.
What happened
Anything Goes, which has operated for 23 years, will roll out Culture in Motion across its six‑ to seven‑month peak season. The campaign is intended to provide an overarching brand for events that range from Amapiano and Afro‑house to international electronic music and disco, while allowing each show to retain its own character.
What the report adds
The article notes that founder and CEO Shaun Duwe (also known as Shaun Duvet) conceived the idea while visiting Ibiza, drawing inspiration from the island’s nightlife and visual‑art scene. Duwe presented the concept to Russell Abrahams, known as Yay Abe, who supported it, and the campaign will feature a soundtrack by the act Liquid Deep. Director Grant De Sousa, a close friend of Duwe, is tasked with creating the film component, building on his work for the previous year’s All Roads Lead to the Dance Floor campaign.
What was said
"Anything Goes has been around for the past 23 years, and the business focuses on artist tours, music festivals, events and parties — bringing culture together on the dance floor through art, music and culture," Duwe told Bizcommunity.
How it came about
The campaign reflects a broader industry challenge of reaching South Africa’s fragmented music audiences without diluting each genre’s identity. By linking events through a shared visual and musical theme, Anything Goes hopes to create cross‑community engagement while preserving the distinctiveness of each festival. The move follows the company’s earlier campaigns, such as All Roads Lead to the Dance Floor, which highlighted shared dance‑floor experiences across multiple events.
Key facts
- Anything Goes launched the Culture in Motion campaign to unify its festival, tour and party portfolio. (bizcommunity.com)
- Founder and CEO Shaun Duwe conceived the idea while in Ibiza and presented it to Russell Abrahams (Yay Abe). (bizcommunity.com)
- The campaign will feature a soundtrack by Liquid Deep and a film component directed by Grant De Sousa. (bizcommunity.com)
- Anything Goes has operated for 23 years and runs a six‑ to seven‑month peak season. (bizcommunity.com)
Sources
- [1] bizcommunity.com — originally reported as “EXCLUSIVE: Anything Goes unifies SA’s music communities in new Culture in Motion campaign”
