How Fill Up The Dome Became A Social Movement For The YouthIn Trends
On 31st October 2015, South African hip hop artist Cassper Nyovest made history with his concert Fill Up The Dome. It was the biggest show of his career and headlined for filling the Ticket Pro Dome to its capacity of 20 000 people with only local hip hop acts involved, previously a feat reserved for top international acts. Casper’s #FillUpTheDome called Afrillennials™ (African Millennials) to action and the youth saw it as an opportunity to make history in the SA hip hop music scene. In this article we look at how Casper Nyovest set off a social movement that ignited SA’s passion for local talent and inspired them to dream big.
Filling Up The Dome
Cassper Nyovest is by all accounts the most successful artist of the SA hip hop industry, with multiple awards and accolades a testament to this. His longstanding dream and vision was to one day fill up The Dome without the aid of international artists. A few days before it became a realisation, tickets were already sold out and social media buzzed with the hash tag #FillUpTheDome. Afrillennials™ posted countless images of their tickets, raising their hands as being active participants in this notable event and the uproar echoed across the country.
When the day finally arrived, reality sunk in as The Dome started filling up to its brink. The event not only received support from the youth but government, including congratulations from President Zuma and an attendance by Fikile Mblula, Minister of Sport and Recreation. Cassper futher amplified the event’s positivity by excluding his most recent beef with AKA from the line up, not performing Dust to Dust. Instead, with other tracks like Doc Shebeleza and American, Cassper had the audience on their feet, alongside up and coming and established local acts well after the alcohol ran out. Cassper successfully harnessed the youth’s influence and belief in his cause in order to realise his dream and whilst doing so, brought the youth what they’ve been waiting for.
Harnessing Afrillennial™ Influence
Afrillennials™ account for more than a third of SA‘s population. They are socially active and extremely vocal, giving them the power to make or break any brand. Research has shown that Afrillennials™ want to be heard and form a part of something greater. #FillUpTheDome gave young South Africans the platform to achieve something bigger than they dreamed, and this sentiment became the unofficial slogan of the event.
In the aftermath it was clear that Afrillennials™ were inspired by Cassper’s feat, and looking forward to realising their own dreams, within a local context. The snowball effect of #FillUpTheDome which was initially seen as a call to action, became a social movement that students promoted and effectively set a benchmark for other artists and dreamers to meet in the South African market.
Leaving A Legacy For The Youth
Challenging Afrillennials™ to be a part of this historic event played an essential role in getting youths involved in #FillUpTheDome’s subsequent ripple effect. It also played on Afrillennials™ strong connection to South Africa with the hook of local acts being the main attraction. Students had an opportunity to be part of something that would make them proud of their country.
Cassper’s favouritism combined with the relentless drive of South Africa’s youth taking pride in their culture took the event to a level that made it greater than anyone imagined. The event was not just a concert but became a passion point close to the heart of Afrillennials™ everywhere, creating a social movement. The show hasn’t only inspired the nation but set a benchmark for people to strive to achieve greater things within a South African context and in life. Cassper gave the youth a reason to dream and believe in the possibility of their greatness and self-actualisation, if they gather the power to make things happen.