Music and storytelling have always been intrinsically linked. On Saturday 2 December, South Africa witnessed this with Casper Nyoves attracting 68 000 South African youth to Soccer City.

The youth were treated to an all-South African concert, which featured the likes of Kwesta, Black Motion, HHP, Black Coffee, and Tsepo Tsola. The music event was put together by Cassper Nyovest in partnership with Ciroc, Standard Bank, Budweiser, and SABC 1.

What stood out about the #FillUpFNBStadium campaign is that he took ownership of the narrative right from the beginning through to the end. The brands that came on board did so as partners, rather than purse holders and, as partners, they worked together as equals.

Cassper is not just an influencer. He is a brand in his own right, and what some have dubbed a marketing genius. From appearing on the local hip-hop scene as a self-proclaimed high school drop-out, it’s been a pleasure to watch Cassper growing into an internationally recognised multi-award winning artist.

This shows that youth’s dreams are valid and in an era where money doesn’t buy vision but vision generates wealth. This campaign is an example of how brands can use platforms such as #FillUpFNBStadium to encourage the youth to preserve and promote truly unique African stories. It’s rewarding to see African stories told and shared by their creators.

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