The outlook for live events in South Africa is positive for 2025, despite the challenging socio-economic climate experienced by many in the country, as well as the growing popularity of streaming platforms.
Mamoeti Nosi, Product Head: Events at iTOO Special Risks, notes that despite the growing number of options for home-based entertainment, people are embracing the unique, immersive experiences that only live events can offer.
“Films usually only do a four-week stint in the cinema, before they are available on DSTV Box Office, Amazon or Hulu. Netflix alone produces many ‘cinema-ready’ releases straight onto their platform. So, there are many home entertainment options for people to explore,” says Nosi.
“On the other hand, I think the differentiator is 4D and 3D films. The experience cannot be replicated on a small screen at home. Between Disney (Marvel and Pixar included under this banner), there is a slew of 3D releases each month, even though tickets are also markedly more expensive for these films.”
However, she states that South Africa is likely to see a significant upturn in the live events industry for a few reasons this year, including the enduring appeal of face-to-face interactions and shared experiences.
She points to a number of recent examples that speak to the popularity of live events, such as American R&B artist Chris Brown selling out the 94 000-capacity FNB stadium, in Johannesburg, two nights in a row last year, which made global headlines, despite initial controversy. It was likened to the annual Super Bowl event in the US and was notably well run. This event’s success should encourage even more international acts to tour South Africa.
“We have also seen more investment in local venues in recent times. The Dome, in Nasrec, has been rebuilt and is owned by Live Nation, the global entertainment juggernaut that does Beyonce and Taylor Swift’s tours, for example. So, we can expect that venue to bring in revenue from both local and international acts,” says Nosi.
At the same time, she notes that festivals are making a strong comeback, as reflected by last month’s successful Calabash South Africa 2025 event at FNB Stadium. Additionally, Hey Neighbour Festival has also announced its return for 2025, following the success of the 2023 edition that featured huge international acts like Kendrick Lamar, Swedish House Mafia and The Chainsmokers.
“Local artists are also being supported by increasingly larger audiences. In December, Makhadzi sold out Peter Mokaba Stadium in Polokwane. Previously, only international acts had enough appeal to sell out arenas of that size.
But while live gigs are showing a robust resurgence, which is a big positive for the entertainment industry, organisers should not forget that the risks associated with such live events have not disappeared.
“If anything, the more events are hosted the higher the statistical chance that something can go wrong. Thus, the importance of having comprehensive event insurance cannot be overstated. Event insurance provides crucial protection against unforeseen incidents such as adverse weather, accidents and cancellations,” says Nosi
One of the most important things for event organisers to keep in mind is that an unforeseen incident could spell the end of their business and ability to host live events in the future. As event organisers navigate this vibrant landscape, having robust insurance policies in place is therefore essential to safeguard their investments and ensure the success of their events.
“Event insurance is also key to helping mitigate risks associated with property damage, bodily injuries, and security issues. By having coverage for these potential liabilities, organisers can focus on delivering exceptional experiences without the fear of financial ruin,” Nosi concludes.
