JOHANNESBURG, South Africa, February 2020/ — Multi-award-winning and record-breaking rapper, Cardi B has been revealed as the headlining act for Africa’s biggest Hip-Hop experience, Castle Lite Unlocks. The announcement, made last night in South Africa, has sent shockwaves across the continent as fans reel in excitement over news of the star’s performance at Castle Lite Unlocks in 2020.
The annual experience is put together by Africa’s biggest premium beer brand, Castle Lite who are renowned for not only being the continent’s most innovative leader in the beer category, but also for being the fore most supporter of the Hip-Hop culture.
Under the tagline of “Everything Hip-Hop Unlocked in One Place”, the experience boasts an unmatched track-record of bringing the world’s biggest Hip-Hop stars together with African Hip-Hop trailblazers under one roof. And now, in its triumphant 10th year anniversary, Cardi B will become the first woman to headline Castle Lite Unlocks as music, fashion, art, poetry, dance and all things Hip-Hop converge at Castle Lite Unlocks.
Set to perform at the TicketPro Dome in Johannesburg, South Africa on 12 June 2020, Cardi B is one of the most sought-after voices in global Hip-Hop yielding a Grammy award and a world record for the Most Simultaneous Billboard US Hot R&B/Hip-Hop Top 10 entries by a female. This year, Castle Lite is proud to have her headline the Unlocks experience as it celebrates its 10th year.
This is a big year for Castle Lite Unlocks as the brand not only celebrates a decade of making a bigger contribution to African Hip-Hop than any other brand, but also a decade of having given local fans of the genre, a once-in-a-lifetime opportunity to see their favourite chart-topping stars such as Drake, J Cole, Chance the Rapper, Kanye West, Travis Scott, Post Malone, and Meek Mill live in South Africa.
“Castle Lite prides itself in not only being a market leader in the beer category, but also in our commitment to making a positive contribution to African Hip-Hop culture. We couldn’t be more excited to reveal the multi-award-winning hit-maker, Cardi B as this year’s headliner. In this new decade of the Castle Lite Unlocks movement, we vow to continue in our passioned effort to celebrate the extraordinary Hip-Hop movement and there’s no better artist to mark the beginning of this new era.” said Castle Lite Brand Director, Silke Bucker.
The brand made the big reveal on Thursday, 20 February after having given loyal Castle Lite Unlocks fans an exclusive first dibs at Early Bird tickets to the 2020 experience. In an innovative digital campaign, Castle Lite released a limited number of Early Bird tickets which begun selling at the jaw-dropping price of R50 (just over $3). These tickets increased by an additional R50 every 30 minutes leading up to the brand’s big headline reveal.
Devoted fans of the Castle Lite Unlocks movement purchased their Early Bird tickets prior to finding out who this year’s headlining act would be. This dynamic pricing model gives our consumers the ultimate opportunity to experience Castle Lite Unlocks for a fraction of the regular cost while relying on the concert’s reputation to bring the biggest stars in the world to South Africa.
The campaign saw tickets at each phase selling in a record-breaking 10 seconds and sky-rocketing www.castlelite.co.za to the 4th most visited site in the world by number of visits and is now the most visited site in Africa. At any given moment, tens of thousands of Hip-Hop lovers camped on the site in hopes to snatch one of the Early Bird tickets.
Consumers who missed out on this feast of Early Bird tickets can purchase their concert package deals at their full retail prices starting at R690 from www.castlelite.co.za as of Friday, 21 February 2020. Cardi B will perform in South Africa on 12 June 2020.
Check out the Castle Lite Unlocks 2020 announcement AV here: https://drive.google.com/drive/folders/1l5yp1U_dZyl9P7xwOvMocMEVqQcM0GfM?usp=sharing