Live culture
I promote, produce, book and manage live culture.
Sometimes I am the promoter carrying the risk. Sometimes I am the agent selling the artist in, the producer building the room, or the tour manager holding the run together. All of it runs on SMADE Group, a 22-year live entertainment and cultural infrastructure company I lead as CEO.
The problem
Most live projects fail before doors open.
Live culture at scale is risky: routing, visas, production, sponsorship and institutional coordination all have to hold.
01
The market has never seen the artist
No local history, no data, no obvious ticket buyer, and an on-sale date already announced.
02
Too many hands, no one accountable
Promoter, agent and producer are separate jobs. When nobody names who carries what, the show carries it instead.
03
The room fills, and nothing compounds
One good night, no press, no partners, no relationship worth anything the next time you come back.
One weak partner can turn a flagship moment into a reputational problem.
The plan
Three steps to a show that lands.
No deck theatre. This is how a date actually gets from conversation to settlement.
01
Tell me the date and the ambition
One call. The artist, the market, the budget and what a win actually looks like for you.
02
We build the run
Routing, offers, venue, on-sale runway and an organic-first campaign built for the market rather than borrowed from another one.
03
It sells, it delivers, it settles
Show delivered, settlement clean, and the press, partners and audience data left behind for the next date.
The seats I hold
What I actually do on a live project.
Every project below names the role, because promoter, agent and producer are not the same job and the difference decides who carries what.
01
Promoter
I put the show on and carry the risk: venue, offer, on-sale, marketing spend and settlement. Eight cities on the Baba Harare UK tour, every date in an unexplored territory, every date sold out.
02
Event producer
Concept, room, run of show and delivery on the night. LIYA's London listening party was built from scratch and became her first UK headline show.
03
Booking agent
Sourcing and negotiating offers for artists into festivals, headline dates and brand moments, including a Unity Cup stadium booking alongside Flavour.
04
Tour manager
Routing, logistics, advancing, schedules and the day-to-day that keeps a run from falling apart between cities.
05
Marketer and campaign lead
Organic-first campaigns that sell tickets in markets with no history of the artist. Audience strategy, sequencing, creative and the on-sale runway.
06
Venue programmer
Ongoing residency work at Gate 65, a Leicester city-centre nightclub and lounge: promoting the venue, programming events, booking talent, artist liaison and running the social channels that fill the room.
07
Strategist, as CEO of SMADE Group
Leading a 22-year live entertainment and cultural infrastructure company: partnerships, rights, institutional relationships and what the company owns between events.
Proof
Rooms filled, not slides.
14,400
Tickets across one UK tour, eight cities
Sold out
Every date on the Baba Harare UK run
Stadium
Unity Cup half time, Zimbabwe v Nigeria
22 yrs
Of SMADE operating history behind the work
Formats
What those roles get applied to.
Eight live formats, one operating standard.
Headline tours
Listening parties
Festivals
Nightlife
Conferences and panels
Stadium and sport moments
Cultural diplomacy programmes
Brand activations in live
Selected work
Six projects, six kinds of room.
Real Warri Pikin, In My Element
PR · Narrative · Marketing
The first African female comedian to headline indigo at The O2.
Africa Music Festival
Marketing direction · Project management · Talent acquisition
Ten thousand people in a field in Leicester.
Unity Cup 2026
Entertainment lead · Talent booking · Programming and run of show
Four nations, three match days, one entertainment operation.
Afri-Fest East
Festival programming · Talent bookings · Artist liaison
A festival programmed for the audience it says it serves.
Timaya
Agent · Tour organiser · Promoter
A UK tour built around one landmark London night.
ZimFest Live
Press and PR · Artist interviews · Guestlisting
The biggest Zimbabwean gathering in Britain, covered and sold from the inside.
Strategy and relationships are led by me. Larger live and production briefs are delivered through SMADE Group and specialist partners.
Explore all live work →On sale now
The current run.
Live dates I am delivering right now, across the UK.
Sat 15 Aug 2026
AfriFest East 2026
Chapelfield Gardens, Norwich
Festival delivery and marketing
On the ground
Live, in the room.
Institutional
Partnerships that outlast a single event.
KNGDM
The KNGDM platform.
KNGDM is SMADE's platform for building audiences and careers around live culture, shows, community and the infrastructure underneath them. It is where the touring work, the artist development and the cultural programming meet.
Visit KNGDMEnquiries
Booking or partnership enquiry.
Tell me the shape of it and I'll come back with what's possible.
Proof
The receipts.
Every claim on this page is checkable. Here is where to check it.