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    Afrochella rebrands as AfroFuture Fest for Detty December 2023

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    1 year ago

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    Affectionately known as Detty December, this is the month that the Western region of Africa hosts a season-long lineup of festival-hopping partygoers at carnivals and concerts, inspiring thousands of people from across the diaspora to flock to their ancestral land for the holidays.

    Though many aren’t quite sure how Detty December originated, what was once a tradition reserved for people on the continent has become a time when overseas visitors, including Black Americans, are choosing “home” away from home and making it their own.

    Some say this particular holiday custom emerged during the inaugural Calabar Carnival in 2004, in the south-eastern Nigeria region; others claim it became popularised during Ghana’s 2019 “Year of Return.” The campaign, launched by the Ghana Tourism Authority, encouraged brothers and sisters of African descent to make the voyage to Ghana and unite as family of the diaspora. Since then, the actual number of visitors has far exceeded expectations, with about a million people making the trek in 2019—a rise of 45% from the previous year, which reflected a significant increase in travellers from the United States and the United Kingdom, according to the BBC.

    Yet even as tourists converged on the continent in ever-rising numbers, few could have predicted that Detty December would become an annual pilgrimage for so many global travellers, who come to the city hot spots of Lagos and Accra for a month of music, arts, culture and entertainment.

    One event in particular, Afrochella—which has now been rebranded as AfroFuture—is sandwiched between Christmas and New Year’s Eve. Held at the peak of Detty December in the city of Accra, the music and cultural festival is staged annually at Accra’s El Wak Stadium. It was first launched in 2017 as the brainchild of Abdul Karim Abdullah, AfroFuture’s New York–born CEO and cofounder.

    What started as an idea for a food festival became a 4,000-attendee event in its first year. It has since exploded into one of the most-lauded events during the holiday season in Africa, with attendance numbers hitting 31,000 in 2022.

    While this year marks the first time that the festival will not be under its original Afrochella imprint, the occasion is sure to be just as magical, if not more so. The renaming of the festival comes on the heels of Coachella organisers suing Afrochella for trademark infringement, citing a confusion between the competing brands. But make no mistake, whether “chella” is in the title or not, this event remains deeply relevant for Black attendees, especially those travelling to the continent from abroad.

    AfroFuture Fest occupies its own unique lane, and by design, it shares the beauty of Ghana’s cultural identity with the world. But what makes this festival so distinctive is its organisers’ ability and determination to support the Ghanaian economy.

    Abdullah, whose business partners are based in Ghana, strives to ensure that everyone—from production staff and event designers to maintenance workers and vendors—is from the country, and that every extra dollar poured into the festival goes directly into local hands.

    As a result, the economic impact has been staggering, with approximately 16% of Ghanaian tourism income for the year of 2019 coming from AfroFuture Fest, and an average of $2,650 spent by each festival attendee.

    “Our numbers have grown since we launched, so we know that our impact is very visible on the continent,” says Bronx native Abdullah.

    “We are excited by the transition of Afrochella to AfroFuture Fest,” says Akwasi Agyeman, CEO of the Ghana Tourism Authority. “The event has become a flagship of our December in Ghana programme. It brings in a lot of visitors and, with them, attendant economic benefits for our industry and our country. Hotels peak in occupancy; airlines are fully booked; and the entire value chain of tourism thrives during the period.”

    With attendees representing people of African descent from regions as far flung as the U.S., UK, France, Germany, Spain and Switzerland, the brand has expanded to speak to these patrons, with spin-offs being held this year in New York, South Africa and London.

    “Our goal is to be able to touch all parts of the continent,” explains Abdullah. “So we’re also doing a lot more events involving Francophone Africa and Southern Africa. A lot of our global markets don’t have experiences that are similar to what we’re doing in Ghana, so this is our opportunity to market to the festival more broadly and tell them about what’s happening and what we’re doing.”

    Carrying the torch of Black nationalists and civil rights leaders such as Marcus Garvey—who consistently preached that Black Americans should “go back to Africa”—AfroFuture Fest has given this message of returning to the ancestral homeland a new meaning.

    “We want to grow and do a lot more storytelling,” says Abdullah. “It’s one thing for the diaspora to come together to enjoy music, fashion, food and art, and have a great time in Ghana, but it’s another thing for us to be able to uniquely tell the nuanced story of the continent.

    “We don’t know enough about each other—and that fosters competition rather than collaboration. By telling more stories, and sharing our culture and uplifting what each culture means, it gives us an opportunity to build alliances and increase the appreciation for all those cultures that show up at our festival.”

    There is something incredibly special about celebrating on African soil in December—but there’s something even more special about a “for us, by us” festival accompanied by warm sun, sweet food and welcoming people.

    AfroFuture Fest has not only changed the tourism outlook on the continent, but it has also expanded the world’s view of what it means to vacation at the beach while celebrating Black culture. This is for Ghana—and by extension, for the entire diaspora.

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    Festivals

    Ipada festival in Lagos: celebrating African heritage and diaspora reconnection

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    2 days ago

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    December 7, 2024

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    Ipada Festival 2024

    The Ipada Festival celebrates African heritage, uniting African descendants from across the globe to reconnect with their roots through music, dance, cuisine, and cultural immersion in Lagos.

     

     

    The Ipada Festival, a vibrant cultural event celebrating the heritage and unity of African descendants worldwide, has officially commenced at the La Campagne Tropicana Beach Resort, Lagos.

    This nine-day festival, filled with rich traditions and dynamic cultural displays, offers a platform for African descendants and culture enthusiasts to reconnect with their roots.

     

    Also read: IPADA carnival to showcase 1,500 African artists, promote cultural tourism

     

    Diplomats from across Africa and stakeholders in the tourism and hospitality sectors have joined the celebrations, which began with a dazzling carnival led by Brazilian descendants adorned in elaborate carnival costumes.

     

    The opening ceremony set a joyful tone, featuring:

    • Traditional Music and Dance: Performances resonating with the rhythmic beats of African drums.
    • Vibrant Costumes: Elaborate and colourful outfits that reflect Africa’s diverse cultural tapestry.
    • Culinary Delights: A showcase of Africa’s mouth-watering traditional cuisines.

    Revellers were immersed in the spirit of the event, with laughter and energy filling the air as participants celebrated their shared heritage.

    Mr Wanle Akinboboye, the festival’s convener and CEO of La Campagne Tropicana Beach Resort, emphasised Ipada’s mission to entice Africans in the diaspora to reconnect with their roots.

    “We have millions of descendants across the Caribbean, USA, Brazil, and Europe. Ipada Festival offers them a pathway back to Africa—not just to rediscover their origins but to contribute significantly to the continent’s economic development,” Akinboboye stated.

    The festival aims to position Africa as a collective entity for exploration and investment, presenting the continent as a unified “African shopping mall.” Akinboboye explained:

    “We are showcasing the entire continent in one basket. Diasporans can start their journey in Lagos or Abuja and explore Africa from there. We’ve created experiences like transitioning from slave ships to cruise ships, symbolising reconnection and healing.”

     

    With representatives from 55 African nations, Ipada Festival serves as a symbolic invitation for Africans abroad to engage with their heritage and contribute to the continent’s growth.

    By combining cultural celebration with economic potential, the festival underscores the importance of the diaspora’s role in Africa’s development.

    Lagos stands as the ideal gateway for this initiative, offering rich cultural experiences and a connection point for exploring the continent.

    The festival is not just a celebration but a movement to redefine African unity, tourism, and global integration.

    As the drums echo and colours dazzle, Ipada Festival reaffirms Africa’s enduring spirit and the promise of a shared future rooted in heritage and collaboration.

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    Festivals

    Lagos Unveils Maiden Shopping Festival to Fuse Commerce, Entertainment, and Tourism

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    2 days ago

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    December 7, 2024

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    Lagos Shopping Festival 2024

    The Lagos Shopping Festival 2024, set for 23-25 December, promises 72 hours of non-stop shopping, entertainment, and cultural fusion, cementing Lagos as Africa’s leading hub for business and leisure.

     

     

    Lagos State Governor, Babajide Sanwo-Olu, officially unveiled the Lagos Shopping Festival (LSF) symbol, heralding the much-anticipated maiden edition of the event scheduled for 23rd to 25th December 2024.

    The festival, held at the Mobolaji Johnson Arena, Lagos Island, is set to transform the city into a bustling hub of commerce, entertainment, and tourism for 72 continuous hours.

    It aligns Lagos with global cities like Istanbul and Dubai, renowned for their vibrant shopping festivals.

    Speaking at the unveiling ceremony, Governor Sanwo-Olu described the LSF as more than a shopping event, highlighting its transformative potential for Lagos’ economy.

    “This festival is a convergence of commerce and entertainment,” the governor said. “It supports local businesses, creates opportunities, and showcases the vibrant spirit of Lagos, making our state a beacon for tourism, commerce, and entertainment in Africa.”

    The governor praised the resilience of organisers, particularly Chain Reactions Africa, which incubated the idea during the Covid-19 pandemic in 2020. Despite setbacks, they refined and prepared the festival for its grand debut.

    Idris Aregbe, the Special Adviser on Tourism, Arts, and Culture, highlighted the festival’s economic promise. Citing the success of a pilot fair earlier this year, he noted that three days of sales surpassed ₦250 million.

    Corporate sponsors such as Zenith Bank Plc, Tolaram Africa Group, and Guinness Nigeria Plc have been instrumental in bringing the vision to life.

    Girish Sharma, CEO of Guinness Nigeria, described the festival as “a creative fusion of commerce and entertainment” that reflects Lagos’ dynamic essence.

     

    What to Expect

    The Lagos Shopping Festival will feature:

    • Shopping Extravaganza: Discounts on a wide range of products, making luxury and essentials accessible during the festive season.
    • Entertainment Galore: Live performances by top Nigerian artistes, rave parties, and family-friendly attractions.
    • Economic Inclusion: Opportunities for local businesses to showcase their products and services.

    Damilola Pedro, Director of Organisation and Logistics for the festival, reflected on the project’s journey. “Mr Governor, this project is your baby.

    It is one of the legacies you will leave Lagos,” she said, crediting Sanwo-Olu’s guidance in shaping the festival’s scope and format.

    The governor expressed his hope that the LSF would become an enduring feature of Lagos’ tourism calendar. “This December, we are redefining how the festive season is celebrated in Lagos and positioning our city as a premium destination for leisure and commerce,” he said.

    Lagos, often regarded as the commercial heartbeat of Nigeria and Africa’s entertainment capital, is poised to leverage the LSF to attract global tourists, drive economic growth, and showcase its cultural vibrancy.

    With its dynamic blend of shopping, entertainment, and tourism, the Lagos Shopping Festival 2024 is set to redefine the holiday experience in Africa’s most vibrant city.

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    Kogi international carnival 2024: A global celebration of culture and investment

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    2 days ago

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    December 7, 2024

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    Kogi International Carnival 2024

    Kogi International Carnival 2024 will celebrate culture, unity, and tourism, attracting global investors to Nigeria’s rich Confluence State.

     

     

    Kogi State is gearing up to host Nigerians and the global community for the Kogi International Carnival 2024, a seven-day event designed to celebrate the state’s rich cultural heritage while showcasing its vast investment opportunities.

    Scheduled to run from 1st to 7th December 2024, the carnival promises to leave a lasting impression on visitors and investors alike.

     

    Also read: Kogi tourism takes centre stage as Bilkisu Ogueyi drives development

     

    Tagged “Kogi International Carnival” and themed ‘Come, Experience, Explore and Invest in the Confluence State: Celebrating Unity, Promoting Tourism, and Empowering Local Communities,’ the event aims to position Kogi as a prime destination for tourism and investment.

    The carnival will feature simultaneous activities across Lokoja, Kabba, Okene, and Ayingba, presenting the cultural diversity of Kogi’s ethnic groups through music, dance, cuisine, fashion, and more.

    The carnival’s focus extends beyond entertainment, aiming to attract local and international investors to the state. Organisers believe the event will spotlight Kogi’s natural resources, agricultural potential, and strategic location as the gateway to Nigeria’s Federal Capital Territory (FCT).

    Steve Babaeko, a prominent Marketing Communication practitioner and President of the International Advertising Association (Nigeria Chapter), has pledged his support for the event.

    “Kogi is a state of historical and geographical significance,” Babaeko noted, emphasising its untapped resources and unique position in Nigeria. He urged Kogites to rally behind the initiative to establish the state as a cultural and economic hub.

    Prince Philip Orebiyi, leader of the Kogi International Carnival 2024 project team, highlighted the carnival as a multidimensional event that goes beyond celebration.

    “It is an opportunity to unite communities, attract tourism, and empower local economies,” he remarked.

    The carnival’s activities will include exhibitions of Kogi’s agricultural prowess, with farmers showcasing produce that underscores the state’s historical role as a food basket for neighbouring regions.

    The proximity to Abuja further enhances the potential for agribusiness and logistics opportunities.

    The citizen-driven event has garnered endorsements from traditional rulers and notable indigenes of the state. It aims to involve local communities, promoting their crafts, traditions, and industries to a global audience.

    With a promise of vibrant festivities, strategic networking opportunities, and a platform to attract global attention, the Kogi International Carnival 2024 is poised to be a landmark event.

    Guests are encouraged to explore the state’s hidden treasures, from Lokoja’s confluence of rivers to the historical significance of towns like Kabba and Okene.

    The carnival underscores Kogi’s aspiration to blend cultural preservation with economic advancement, making it a must-attend event for lovers of culture and investors seeking untapped opportunities.

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