Revolutionizing South Africa’s Festival Landscape: The Power of the ‘We Are The Money’ Movement at Smoking Dragon Festival

In the world of creative arts, opportunities for township and marginalized artists have often been stifled by systemic barriers, limited resources, and an industry that historically centers mainstream voices. Today, a new chapter begins, led by the visionary team behind We Are The Money and it’s founder, Dumisani Radebe, an unwavering advocate for township empowerment. This movement, backed by a coalition of creatives and anchored in communal strength, is rewriting the narrative through a strategic partnership with South Africa’s largest festival—Smoking Dragon Festival.

The First-of-its-Kind Collaboration: A Stage for Township Talent

For the first time in the history of the South African festival circuit, an independent, community-rooted movement will manage a main stage at Smoking Dragon. This New Year’s Eve spectacle will be curated by We Are The Money, making space for the raw, authentic, and often unheard voices from townships and rural areas. This groundbreaking collaboration is not just a symbolic step; it is an official alliance with a major, predominantly white-owned festival—a sign that the South African arts landscape is slowly opening its doors to new voices.

“This isn’t just about a night of performances; it’s about systemic change,” Dumisani Radebe shares. “It’s about showing that township artists can not only participate but lead and set new standards in the industry.”

Building a 5-Year Plan for Sustainable Creative Employment

At the heart of this collaboration is a vision that extends beyond the festival stage. The We Are The Money movement aims to establish a new, permanent employment mechanism over the next five years. This model will ensure ongoing work for artists, event planners, technicians, and other creatives, fostering a culture where local talent has consistent access to opportunities.

This strategic plan is about more than performing—it’s about cultivating an ecosystem where artists can thrive year-round. It envisions annual partnerships, a network of township-led creative hubs, and skill-sharing initiatives that teach and empower the next generation. Figures such as Ilsa Roberts have paved the way, supporting the nurturing environment needed for these initiatives to bloom.

Redefining Creative Opportunities for Marginalized Artists

What does this all mean for the average creative in Soweto, Khayelitsha, or Gqeberha? It means recognition, income, growth, and a tangible path toward artistic careers that were once just distant dreams. By holding this space at Smoking Dragon Festival, the movement is spotlighting the potential of marginalized artists on an international stage.

The festival is a starting point, but the impact aims to ripple out to other corners of South Africa, creating a circuit of events where township artists are celebrated, supported, and prioritized. It also shifts the festival landscape to recognize that investing in these communities enriches the broader creative tapestry of the country.

A Call for Support: Sponsorship and Innovation

To maintain momentum and transform this initiative into a longstanding tradition, We Are The Money invites like-minded sponsors and innovators to join the cause. With the right partnerships, this can be more than a one-off event—it can be the genesis of a new era in South African arts and culture. The support from sponsors will not only cover the logistical and administrative challenges but also provide a safety net that empowers artists without the burden of financial strain.

“This isn’t just about one festival; it’s about creating an employment structure that sustains artists, technicians, and visionaries for years to come,” Dumisani emphasizes. “We are proving that the arts in townships are not a charity case; they are an untapped reservoir of brilliance.”

The Countdown Begins: Ticket Sales and Support

As excitement builds for the Smoking Dragon Festival, ticket prices have seen an increase to R950 as of today. This investment goes beyond just experiencing a festival; it’s about supporting a movement that is laying the foundation for lasting change. 

🎟️ Secure your tickets here: https://qkt.io/RedAlertAtSMD

Join us in supporting a transformative journey that not only celebrates the arts but redefines who gets to create, lead, and benefit from South Africa’s rich cultural landscape. With every ticket purchased, every partnership formed, and every voice raised, we are stepping closer to a future where the arts are for everyone, from the township streets to the world stage.

#EmpowerTownshipTalent #WeAreTheMoney #SmokingDragonFestival #SustainableArt #CreativeActivism #SupportLocalArtists #5YearPlan

Important Update on Our Cause at Smoking Dragon Festival

To our community, supporters, and collaborators,

As we prepare for our presence at this year's Smoking Dragon Festival, we are reaching an important crossroads in our mission to build a lasting, independent creative movement for Black township and rural artists. We have encountered significant challenges in our fundraising efforts that highlight a crucial truth: the traditional strategies used by well-established brands simply aren’t designed to support movements like ours. Our focus on sustainability, transparency, and true independence requires a fresh approach that is deeply connected to our values and grounded in doing things the right way from the start.

Why It’s Essential to Get It Right—Even If It Takes Longer

We’re building a future for Black, independent artists, and we must do so with patience and by the book. Any shortcuts or compromises now may undermine everything we aim to achieve long term. If we rush, or if we simply replicate old systems that don’t work for marginalized voices, we risk falling into the same traps that have kept Black artists and communities from achieving ownership and real impact.

Getting it right means moving with a careful eye on the future, ensuring that every step we take now builds toward a sustainable presence for Black creatives. This process requires time, patience, and above all, the unwavering support of people who understand the stakes. True change isn’t built overnight, but when built right, it lasts. By working carefully and establishing robust frameworks, we can avoid the cycle of exploitation and marginalization that has persisted in the industry, where township and rural artists have historically had limited ownership over their work and opportunities.

Ending the Cycle of Exploitation in Artist Bookings

We must address the cycle of dissatisfaction that has long plagued marginalized artists. Traditional booking systems, where artists are booked without ownership and a say in the broader mission, leave our artists disempowered. This outdated model fails to honor the hard work and creativity of artists who have deep roots in their communities. It’s time for a new model—one where township artists are not only the talent but are also in positions of influence, shaping their careers and communities in ways that benefit them directly.

If we continue with old systems, this cycle will persist, and the very voices we seek to uplift will remain sidelined. Our movement is dedicated to challenging this model by centering ownership, transparency, and fair distribution of resources.

This Year’s Fundraising Efforts as a Blueprint for the Future

Given our short-notice involvement this year, we are calling on our community to help us make this inaugural event a success. This year is a blueprint, a testing ground for us to develop a self-sustaining funding model that we can refine and strengthen over the coming years. By supporting us now, you are helping lay the foundation for a new, equitable model of artist support that will ensure township and rural creatives thrive at events like these in the future.

Your support today—whether through donations, sponsorships, or simply sharing our mission—directly contributes to a larger movement that aims to change the landscape for artists who have been historically excluded. We’re not asking for a one-time handout; we’re asking for partnership in building a future that belongs to us all.

We extend our deepest gratitude to Ilsa Roberts, the founder of Smoking Dragon Festival, for creating this opportunity to bring marginalized creative voices to the forefront. Her commitment to inclusivity has allowed us to showcase township and rural talent on a larger stage, giving them the platform to share their art, their stories, and their culture with a wider audience. This collaboration marks a significant step towards bridging gaps in the creative industry, and we are honored to be part of a festival that values and uplifts diverse voices. Thank you, Ilsa, for recognizing the potential of our artists and empowering us to organize in a way that truly respects and celebrates our community.

Thank you for being part of this journey. With your support, we can establish a new, sustainable model for Black, independent artists—one that prioritizes ownership, integrity, and long-term success.

In solidarity,

Dumisani Radebe 

We Are The Money Movement

wearethemoney.info@gmail.com

Phone: +27 69 248 4230 / +27 (63) 008-1839

Facebook: https://tinyurl.com/WATMFacebook 

Instagram: https://tinyurl.com/WATMGroup

Your support will mean the world to us ✊🏾!

#MAKWANDE!

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