South Africa, Oct. 15 -- South Africa's live entertainment market is built around diverse audiences, genres and experiences, from Amapiano and Afro house to international electronic music and disco.

For event promoters, the challenge is not only to reach these different communities but also to build connections between them without losing the identity that makes each experience distinctive.

For Shaun Duwe (aka Shaun Duvet), founder and CEO of Anything Goes, that opportunity lies in creating a broader cultural platform around the company's annual programme of events.

The result is Culture in Motion, a campaign designed to bring together the festivals, artist tours and parties in the Anything Goes portfolio under a single creative concep...