South African rapper Cassper Nyovest is on a quest to #FillUpOrlandoStadium on 29 October 2016.
This is Cassper’s second attempt at filling a major venue in South Africa, without an international act to headline.
Last year, Nyovest – whose real name is Refiloe Maele Phoolo – became the first South African artist to fill up the Coca Cola Dome as the main act.
The Dome, as it is known, holds approximately 20 000.
This was impressive for a local act, which would normally open for a visiting international artist.
From that momentum, Nyovest is looking to replicate the sold out show, except this time he is aiming for just under 40 000 people – almost double.
But why is this event necessary, and why should anyone care?
I believe it’s crucial in breaking mind-sets.
Often, especially in (South) Africa, artists cannot fill up bars, let alone town halls.
This is not because they aren’t talented. I believe it is a case of “familiarity breeds contempt”. We are used to idea that these artists will always be “around”, therefore there is no “urgency” to catch their next live show.
What Cassper is doing is literally breaking that stereotype and way of thinking about local music.
Whether you like his work or not, you have to appreciate what he is trying to do.
He has run a massive campaign, albeit briefly tainted by misprinted T-shirts (They spelt the word “stadium” wrong), which seems to be gaining much traction. In fact, he sailed through the T-shirt controversy and continues to wear them!
There is something to be said about the almost 40 000 people who will grace Orlando Stadium in Soweto.
It also means (South) African fans are starting to “get it”.
And it’s not just because Cassper is a local.
I think he is just selling a product which they believe in and genuinely enjoy.
Cassper is pioneering: he is first through the wall and those to come should be emboldened to attempt the same feat.
It is similar to how Jay-Z became the first hip-hop act to headline Madison Square Garden, with his Fade to Black concert.
It was a crucial moment then, which hundreds of artists are benefiting from now.
Let’s hope “the friendly ghost” can pull this one off.