From Corona Sunsets Festival to MXD at Ultra South Africa, the agency is proving that authentic culture-led storytelling is the new frontier of branded entertainment.

As summer unfolds across South Africa, Anything Goes, the country’s leading branded entertainment collective, is reshaping how brands connect with audiences - not through ads, but through moments that live in culture. With over 30 events nationwide, including Corona Sunsets Festival and MXD’s collaboration with Ultra South Africa, the collective is proving that music remains one of the most powerful storytelling tools for brands - when done with authenticity and creativity.

Branded Entertainment has been a core pillar of Anything Goes for over a decade. The collective’s strength lies in its ability to authentically integrate partner brands into the experience - not as mere sponsors, but as part of the story. By designing brand moments that live naturally within the rhythm of each event, Anything Goes transforms brand participation into cultural storytelling.

“For us, music isn’t just a soundtrack to a brand - it’s a bridge to relevance,” says Shaun Duwe, Founder and CEO of Anything Goes. “When done authentically, branded entertainment builds community, not campaigns. Whether it’s a beachside sunset for Corona or a stadium-scale spectacle with Ultra, it’s about creating moments that people want to remember and share.”

The Corona Sunsets Festival exemplifies this approach. Held at Casalinga in Johannesburg in September and set to return to Cape Town’s iconic Clifton coastline in 2026, the festival blends global and South African music acts with sustainability, art, and design - all under the golden glow of sunset. Each detail - from stage architecture inspired by natural elements to zero-waste practices - reinforces Corona’s “This Is Living” philosophy.

Meanwhile, MXD’s partnership with Ultra South Africa amplifies the convergence of live performance, high-octane experiences, and brand storytelling. The MXD Ultra initiative has already captured major attention from Gen Z audiences, positioning South Africa as a creative hub for global festival marketing innovation.

Globally, the experiential marketing sector is projected to surpass $130 billion by 2030, with 81% of brands reporting that live experiences strengthen customer trust more than any other channel (according to Grand View Research/ EventTrack Report 2024). This strong focus on consumer connection is evident locally, where the Customer Experience (CX) Management market in South Africa is forecast to reach $577 million by 2030, growing at a Compound Annual Growth Rate of 17.6% (according to Moneyweb).

“SA Tourism recognizes that lifestyle events play a pivotal role as economic catalysts for the tourism sector,” says Thandiwe Mathibela, Acting Chief Marketing Officer at South African Tourism. “We acknowledge the continued efforts of companies such as Anything Goes that help drive South Africa’s vibrant event landscape. Their work contributes to attracting visitors, stimulating local economies, and showcasing the world-class creativity and energy that define South Africa.”

Over the years, Anything Goes has evolved from a leading events outfit into a cultural engine for brands - crafting experiences that move beyond sponsorship to meaningful participation. Its portfolio includes collaborations with some of the world’s most recognized names in music, fashion, and lifestyle, all grounded in local insight and global ambition.

“Today’s audiences don’t want to be sold to,” adds Duwe. “They want to feel something real. Branded entertainment is where that happens - where a brand can live, breathe, and connect in ways traditional marketing never could.”

With a summer calendar spanning 30 events and more than 100,000 festivalgoers expected, Anything Goes continues to lead the evolution of brand-powered culture, transforming campaigns into moments worth remembering.