DLD Powers Urban Beat House Afrika Tour for Vodacom Unlimited

From November 2011 to January 2012 Don’t Look Down continued its partnership with Vodacom Unlimited by producing a nationwide DJ tour to extend the cellphone giant’s music event experiences at a series of superbly attended township dance events across the country and by executing strategic digital support to scale the experience out to consumers unable to attend the events.

Stretching back to a debut gig in Mamelodi (at Jack Budha) on 4 November, the tour – a collaboration between Metro FM’s Urban Beat show (presented by DJs Zeal, Christos and Vinny Da Vinci), the mighty and resurgent House Afrika and Vodacom Unlimited – took in the most respected house music venues – from Cofi in Polokwane to Marimba Lounge in Cape Town and featured a stellar line-up of DJs, live acts and live radio crossings.

The mainstays on the bills were DJ Zeal and a quartet of house legends representing House Afrika: Christos, Vinny, Tim White and DJ Strat3gy, and they were joined at various times by SA-enamoured international beat experts like Germany’s Ralf GUM, France’s Rocco and the UK’s Low Deep T. Also appearing were the likes of Black Coffee and Culoe De Song, much loved at the moment by the international house fraternity.

Don’t Look Down enabled the massive success of these events with a comprehensive online offering that stretched back to weeks before the debut party and included a carefully planned and managed social media rollout plan (for the Vodacom Festival Facebook page and VU_Festival Twitter feeds), information packs for each of the events (including party FAQs and DJ bios) and a rich video offering (the fruits of which can be found on a tailored videochannel on DLD’s YouTube account.

The clips – co-ordinated, conducted and edited by the Don’t Look Down Entertainment team – included comprehensive promotional clips, from DJs highlighting the details of upcoming events and crowds vibing it up; revealing interviews with all the crucial spinners (including a couple where the VU_Festival Twitter followers got to ask the questions) and footage shot at each and every event.

These clips, numbering around half-a-dozen per event, included behind-the-scenes chats with DJs and one-on-ones with some very amped audience members. All concurred that Vodacom throwing its substantial weight behind house events of substance could only be a good thing – for both the brand and the genre.

Another significant component in Don’t Look Down’s approach to the digital backing of these parties was a thorough social media campaign that included regularly daily updates in and around the parties and live updating at the events. A DLD team was on hand at every event to tweet key happenings and funky pics and to keep the Vodacom Unlimited Festival’s equally eager Facebook fans (over 14 000 of them, many of them tuning in to Urban Beat’s broadcasts from the events) in the party loop.

A winning operation for a series of deftly-delivered parties, with DLD’s help Vodacom Unlimited is becoming synonymous with definitively South African-flavoured deep funk.