In a move to mark one of the decade’s biggest cultural moments on the African continent, the Monyake Group has appointed CSA and Dentsu X to market and sell brand sponsorship and association for Ye’s (formerly Kanye West) Johannesburg concert, taking place on 13 December 2025 at Ellis Park Stadium.
This will be Ye’s first performance in South Africa since 2013 (as Kanye West), and one of his most ambitious live productions to date - featuring a half-dome stage built in the center of the pitch, designed to create a 360-degree experience that blurs the line between stage and stadium. The performance is expected to draw tens of thousands of fans and dominate global conversation.
“We are thrilled to be working with companies such as CSA and Dentsu X, who are best in class at what they do, for what is one of the most historic concert events ever in South Africa. It is set to be the first of many major concerts we have planned,” says Sam Monyake of Monyake Group, who are producing & promoting the event.
The company has produced several world-class live experiences in South Africa, including recent sold-out events with celebrated US gospel artists Naomi Raine and Chandler Moore.
Adds Davin Phillips, Executive Director at CSA: “What a year for South Africa: the world’s biggest artists are choosing our cities, our fans, our energy. With visionaries like Sam Monyake and the Monyake Group, Johannesburg is set to become an epicenter of global live culture, with this and many more landmark moments to come.”
A Rare Opportunity for Brands
CSA and Dentsu X are offering a limited number of brand partnership packages designed to connect sponsors to Ye’s powerful cross-generational audience - from Gen Z to Millennials - through multi-channel integrations, fan engagement activations, and premium hospitality experiences.
Each package includes:
- Brand visibility across concert and broadcast assets.
- Immersive on-site activations designed for social amplification.
- Evergreen branded content for long-tail relevance.
- PR and influencer involvement to amplify reach.
- Access to exclusive hospitality and behind-the-scenes experiences.
“This partnership represents the intersection of culture, creativity, and commerce,” adds Dentsu X Managing Director Marcel Swain. “It’s a platform for brands to speak directly to engaged audiences through authentic participation in one of the most anticipated live experiences in South Africa for 2025.”
A Cultural First at Ellis Park
With Ye performing in the center of Ellis Park on top of the custom-built dome structure, the production redefines what a live concert can be - merging art installation, music performance, and architectural spectacle.