WEEKENDER: Jack Daniel's rebranded music festival is coming back Durban

Jack Daniel’s infamous Boomtown music Festival is coming back to Durban with a new name and a slightly different format. For starters, it’s now called Jack Daniel’s Sound City — an obvious move from town to city, you see what they did there (upgrade)? It’s still being held at the city’s Greyville Racecourse venue,all forming part of the Vodacom Durban July celebrations.

But this year the company is opting for a 11 hour run (11am-10pm) with billed artists Black Coffee, Mi Casa, Mafikizolo, K.O, Nasty C, Kid X, Aewon Wolf, Speedsta, and many more set to ensure an ecstatic affair. Everyone will be able to watch the performances live in either general (R490) or exclusive VIP (R1490) or VVIP (R2410), with coverage on Vuzu, YFM, GagasiFM and social media snippets.

In truth, it’s not a massive departure from the old Boomtown setup — but a rebrand could help Jack Daniel’s to push adoption of Sound City, or at least persuade patrons that it’s trying to put some soul back into live events. Tickets for the festival are available from computicket.

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Papi Mabele

Papi Mabele has a marketing background, he is a digital marketing expert with extensive experience in launching and building global brands in the emerging markets. Papi is also an avid tech writer, enthusiast and all round tech junkie. As a freelance writer and analyst he has been numerously published in Popular Mechanics (SA), GQ South Africa, Premier Magazine, Driven Magazine, Bloem News, Courant, The Weekly, Enthooze Magazine and PiE magazine amongst others.