Lovers and Friends Concert
An annual national Valentine’s
Day tourism event that takes place in Durban, KZN. It is a vibrant celebration that brings together diverse cultures for social cohesion, nation building and stability.
It promotes tourism and investments to contribute towards local socio-economic development, job creation and entrepreneurship.
Media Engagement & Event Execution
The Client
Lovers and Friends Concert – a high-profile live music event celebrating love and community spirit in Umlazi, KwaZulu-Natal. Run by Wear Your Brand Foundation.
The Challenge
To drive maximum awareness, ticket sales and community engagement for this brand relaunch in Umlazi—while ensuring the event resonated both locally and nationally.
Our Approach
Dark Taste crafted a multi-layered media strategy rooted in authentic community connections, creative partnerships and strategic outreach:
• Local Media Partnerships: Collaborated with MUT Radio, Intokozo FM, and Umlazi FM to embed the event in Umlazi’s cultural heartbeat.
• Mainstream Media Outreach: Engaged national platforms to extend the concert’s reach beyond KwaZulu-Natal.
• Influencer Marketing: Activated local and national influencers to generate buzz and share genuine experiences.
• Ticket Competitions & Giveaways: Partnered with Intokozo FM and others to run exclusive ticket giveaways, igniting excitement and urgency.
• Press Releases: Distributed clear, compelling releases highlighting lineup, special offerings and ticket details.
The Execution
1. Local Immersion
• Invited local radio hosts on-site to share live updates and interviews.
• Produced co-branded promos that spoke directly to Umlazi listeners.
2. National Amplification
• Pitched the concert to mainstream outlets, securing feature spots in regional publications.
• Leveraged press releases to anchor media coverage and drive online ticket sales.
3. Digital Buzz
• Contracted influencers with combined followings of 500K+ to share countdowns, behind-the-scenes content and ticket links.
• Monitored social sentiment and amplified top-performing posts.
4. Community Engagement
• Executed radio ticket competitions, driving participation through call-ins and social media shout-outs.
• Offered exclusive experiences (backstage passes, artist meet-and-greets) as giveaway prizes.
The Impact / Results
• Local Resonance: Umlazi attendees reported feeling personally invited and valued via local media shout-outs.
• Extended Reach: Mainstream coverage drove a 35% uptick in online ticket sales from outside KwaZulu-Natal.
• Social Buzz: Influencer posts generated over 200K impressions and 5K engagements.
• Sold-Out Excitement: Ticket giveaways and media hype contributed to a 25% increase in last-minute ticket sales.
• Clarity & Confidence: Press releases ensured smooth coordination with artists, vendors and media, resulting in seamless event execution.
Key Takeaways
• Community First: Local media partnerships cultivate genuine connections and trust.
• Multi-Channel Amplification: Combining local, national and digital channels maximises reach.
• Strategic Incentives: Ticket giveaways create urgency and deepen engagement.
• Clear Communication: Well-timed press releases keep all stakeholders informed and aligned.
Services Used
• Media Engagement
• Event Management & Execution
• Influencer Marketing
• Press & PR Strategy
• Community Activation
Location & Industry Tags
Umlazi, KwaZulu-Natal, South Africa • Live Events • Media Strategy • Influencer Marketing