Afrobeats Festivals • Stadium Tours • Global City Takeovers
Live Events & Festivals
We design Afrobeats experiences that feel like history in real time – from Afro Nation and stadium shows to city takeovers that turn strangers into one global crowd.
For over two decades, SMADE has taken Afrobeats from underground nights to world stages, producing sold-out festivals and culture-shifting live events across Africa, Europe, North America and the Caribbean. We turn cities into stages, brands into hosts, and audiences into communities that keep coming back.
entertainment
activations
sold globally
OUR EVENT CATEGORIES
What We Do
We build world-class African events that shift culture, spark movement, and deliver unforgettable live experiences. Our work spans festivals, stadium shows, arena tours, brand activations, cultural city takeovers, nightlife & parties, and multi-day creative economy summits.
Festivals
Festivals
Multi-day festivals, city takeovers and diaspora events that transform destinations into cultural hotspots.
Stadium & Arena
Stadium & Arena Shows
Headline concerts and continent-to-diaspora tours that bring Afrobeats to the world’s biggest stages.
Brand-Led
Brand-Led Events
Sponsorship activations and launches that connect brands with African & diaspora audiences with credibility.
Cultural Diplomacy
Cultural Missions & Summits
High-level gatherings, AU summits and global missions that position Afrobeats and African creativity as soft power.
Bespoke
Bespoke Experiences
Curated VIP events, listening parties and high-touch hospitality designed for artists, brands and private clients.
Parties
SMADE Parties
Curated nightlife parties, VIP events and intimate gatherings — blending Afrobeats energy with curated hospitality and community.
Want to see these categories in action? Explore our past events and global moments.
View Past Events →
LEGACY & TRACK RECORD
Global Legacy. Proven Track Record.
For over two decades, SMADE has architected the stages, cities and moments that turned Afrobeats into a global movement – from founding Afro Nation to producing landmark shows and cultural missions across continents.
Architect of the world’s biggest Afrobeats festival and a global stage for African music.
Building festivals, tours and platforms across the African diaspora.
Concerts, arena shows, city takeovers and cultural activations.
Fans across Africa, Europe, North America and the Caribbean.
From the UK and Portugal to Ghana, Nigeria, Dubai, Barbados and beyond.
From Underground Nights to Global Stages
What began as intimate community events has become a world-spanning ecosystem of festivals, arenas and cultural missions. SMADE has helped define how Afrobeats is staged, experienced and remembered – not just as nightlife, but as history.
Today, that legacy powers everything from stadium shows and touring models to diplomatic cultural programmes and creative economy summits.
Global Footprint
Our stages, festivals and cultural missions span key cities across Africa, Europe, North America and the Middle East.
AFRICA
- Ghana
- Nigeria
- Rwanda
- Ethiopia
EUROPE
- United Kingdom
- Portugal
- France
AMERICAS & MIDDLE EAST
- United States
- Barbados
- Dubai
Trusted by partners, platforms & brands including
Want to see what this looks like in action? Explore past events and case studies from across the world.
View Past Events & Case Studies →
OUR APPROACH
How We Deliver Excellence
Five stages, one continuous experience — from cultural vision to the final encore.
Every project follows a clear, culture-led process. We align story, operations and audience growth so that what happens on stage matches the scale of your ambition.
Cultural Visioning
We define the story, purpose and cultural intention behind the event — who it serves, what it says and why it matters now.
Experience Design
Stage design, audience journey, artist curation and brand alignment are mapped into a single, cohesive live experience.
Operations & Logistics
Routing, technical production, crew management, permits and hospitality are handled end-to-end by our specialist teams.
Marketing & Audience Growth
We build full-funnel campaigns — strategy, content, paid media and community engagement — to grow audiences and drive sales.
On-Ground Execution
Flawless delivery with elite show management teams across continents, ensuring every moment lands with precision and impact.
Would you like to partner with SMADE on an event or need strategic advice? Book a consultation and let's build something unforgettable.
Book a Consultation →CASE STUDIES
Proof of Concept, At Global Scale
From world-leading festivals to cultural diplomacy missions, SMADE’s work lives in the execution: how audiences feel, how cities move and how brands show up in the moment. Explore a selection of projects below.
Afro Nation · Global Touring Model
The world’s biggest Afrobeats festival — now a multi-country blueprint connecting Africa, Europe, the Americas and the Caribbean through live culture.
Wizkid · Made in Lagos, London
A landmark series of London arena shows that cemented Afrobeats as a stadium-scale genre and shifted expectations of African headline touring.
Davido · 30BG Diaspora Tour
A diaspora-focused tour across key European and global cities, turning concerts into homecomings for Afrobeats fans worldwide.
Zimbabwe & Global Cultural Missions
Strategic cultural missions across Zimbabwe, Algeria (CANEX), Barbados (GUBA), Ethiopia and more — blending live showcases with policy and creative economy work.
SMADE Lounge · Premium Hospitality
A flagship nightlife and hospitality experience offering intimate shows, launches and VIP gatherings for artists, brands and cultural leaders.
WHO WE WORK WITH
Partners Across Culture, Government & Industry
SMADE operates at a governmental and industry level — working with leaders who understand that live events are soft power, economic strategy and cultural memory all at once.
Public Sector & Tourism
Governments, cultural ministries and tourism boards using festivals, summits and city takeovers to grow tourism, policy impact and national soft power.
Music & Creative Ecosystems
Artists, managers, record labels and creative organisations building touring models, live strategies and platforms for the next generation of talent.
Brands, Sponsors & Platforms
Global brands and sponsors entering African and diaspora markets with cultural fluency, ethical alignment and long-term relevance — not just a logo on a flyer.
WHY BRANDS PARTNER WITH SMADE
More Than Events. Cultural Moments.
We don’t just produce events — we build cultural moments that move people, shape markets and travel across continents.
Brands and institutions choose SMADE when visibility is not enough. Our work sits at the intersection of story, strategy and scale — translating cultural energy into measurable impact, audience loyalty and market entry across multiple territories.
- Access to African & diaspora markets
- Cultural fluency & credibility
- High-impact storytelling
- Premium brand alignment
- Ticketing, data capture & audience insights
- Multi-country reach
- End-to-end production
Ready to Build With SMADE?
Whether you're planning a festival, designing a cultural mission, or exploring a brand partnership, let's turn your vision into a world-class experience.
Ready to Build a Cultural Moment That Lasts?
Book a 1:1 strategy call or request our Live Events & Festivals deck. Let’s shape a world-class experience together.
