AFRICAN MUSIC AND CULTURAL FESTIVAL (AMCF) Saturday … · AFRICAN MUSIC AND CULTURAL FESTIVAL (AMCF) Saturday 10 December 2016 EVENT REPORT @AMCFOZ [email protected] ... African

AFRICAN MUSIC AND CULTURAL FESTIVAL (AMCF)Saturday 10 December 2016

EVENT REPORT

@AMCFOZ

[email protected]

amcf.org.au

www.amcf.org.au | 12016 African Music and Cultural Festival (AMCF) 10 Dec 2016 Event Report #AMCFOZ

Description Page

About AMCF 2

AMCF 2016 Event Summary 3

AMCF 2016 Financials 5

AMCF 2016 Voice of the People 6

AMCF Going Forward 8

AMCF 2016 Letters of Support 9

AMCF 2016 Additional Photos 10

2016 AMCF Steering Committee Members

11

Contents


About AMCFIn its 4th year, the African Music And Cultural Festival (AMCF) is the largest African festival in Australia attracting over 40,000 attendees and involving over 35 African Australian communities and organisations in its annual planning and delivery. It is an inclusive and grassroots event with strong Federal, State and local government and business support. AMCF is a free and inclusive annual event for all the family. It is open to all Victorians and visitors and enables them to experience vibrant music, arts and cultural performances of African heritage. The festival promotes cross-cultural awareness, fosters intercultural relationships, community contributions, mutual respect, understanding and unity.AMCF’s unique selling point and formula for success is its strong, committed and highly experienced leadership team, as well as active engagement and involvement of over 35 African Australian communities and organisations in its planning and execution.

Above: Steering Committee members with Minister Multicultural Affairs HonRobin Scott, Shadow Minister Hon Inga Peulich, Chair of the VMC HelenKapalos and Deputy Police Commissioner Andrew Crisp during the officialproceedings

Section of the over 36,400 guests at the River Terrace food stalls

Above: Festival attendees enjoying a performance

Section of the over 36,400 guests actively participating during the King Bell performance

Above: African Communities Children with Mzuri Dance

Above: Beautiful African styles being showcased


The African Music and Cultural Festival (AMCF) celebrated its eagerly anticipated return to Federation Square on Saturday 10 December 2016 from 11am – 9pm for the 3rd consecutive year. This free, inclusive and family friendly event attended by 36,400 people showcased vibrant music, diverse arts, cultural performances and authentic tastes and smells that transported visitors to Africa.

The array of African cultural performances, food stalls and artists in traditional costumes created a memorable and unique experience that promoted cross-cultural awareness, intercultural relationships, community contributions, mutual respect, understanding and community unity.

The 2016 AMCF proudly celebrated Victoria’s African Australian heritage and diversity, with active participation of over 35 of its communities and organisations in its planning and delivery.

The high calibre and success of the 2016 AMCF is reflected in the presence and participation of dignitaries including the Minister for Finance and Multicultural Affairs Hon Robin Scott, Shadow Minister for Multicultural Affairs Hon Inga Peulich, Chair of the Victoria Multicultural Commission (VMC) Helen Kapalos, Federal Member for Wills Hon Peter Khalil, City of Melbourne Councillor Tessa Sullivan, DeputyCommissioner of Victoria Police Andrew Crisp, North Melbourne Football Club superstar Majak Daw, VMC Commissioners Dr Mimmie Ngun Chi Watts and Dr Teresa De Fasio, US Consul General Frankie A. Reed, African Australian community Leaders, the event coverage by SBS World Newsand numerous local radio stations.

AMCF recognises and thanks our major sponsors: Victorian Multicultural Commission (VMC), North Melbourne Football Club (NMFC), City of Melbourne, KPMG, Commonwealth Bank, Victoria Police, Slater and Gordon Lawyers, AMES Australia, WorldRemit, Jesuit Social Services (JSS), Ethiopian Airlines, Fed Square, City West Water, VisaTEC Legal Immigration Lawyers, Melbourne Employment Forum, Cricket Australia, Megalines Insurance & Risk Advisers, Orange Monkey Media, Pole Pole Bar & Restaurant and the Nigerian Society of Victoria; for making the event possible.

CULTURAL PROGRAMMING ENHANCEMENTSIn 2016, AMCF offered a record 10 African Foods stalls (50% increase from previous year) - a key attraction for guests which significantly enhanced the atmosphere for attendees. Art & craft and clothing stalls from over 6 African countries were also added this year. This improvements will be enhanced further in 2017 AMCF. The AMCF reputation and strongly loyal fan base also continues to grow year on year translating into increasing numbers at each event. The last event number of 36,400 was achieved despite there not being any other attraction at Federation Square during festival (2015 AMCF had a Christmas Lego Tree)

2016 AMCF Event Summary

Above: Minister for Finance and Multicultural Affairs Hon Robin Scott (left) and Shadow Minister for Multicultural Affairs Hon Inga Peulich (right) addressing the audience

Above: Commonwealth bank GM Huss Mustafa, AMCF Chair Fred Alale, Minister Multicultural Affairs Hon Robin Scott, North Melbourne Football Club superstar Majak Daw, Shadow Minister Hon Inga Peulich and Chair of the VMC Helen Kapalos and Federal MP for Wills Peter Khalil during the official proceedings

Above: Deputy Commissioner of Victoria Police Andrew Crisp, the Minister Multicultural Affairs Hon Robin Scott, MC Amani Nyikang, and AMCF Chair Fred Alale during the VIP dance off

Left: Fred Alale, AMCF Chair (left) & Vice Chair Uche Njoku addressing the audience


The success of the 2016 AMCF was made possible thanks to the generous support of our sponsors, partners and steering committee members from over 25 African countries and organisations.

AMCF acknowledges and appreciates the support of many African Australian Community leaders and organisations.

2016 AMCF also saw the continued expansion of the River Terrace attractions such as a Kids’ Zone with African drumming and dance classes, AFL mascots and bouncing castles, State Emergency Services trucks and 10 African food stalls.

The Steering committee were also delighted to receive letters of support from the Premier of Victoria Hon Daniel Andrews, Shadow Leader of the Opposition Hon Guy Matthews, Minister for Finance and Multicultural Affairs Hon Robin Scott, Chair of the Victoria Multicultural Commission Helen Kapalos, State Member for Melbourne Hon Ellen Sandell, Deputy Commissioner of Victoria Police Andrew Crisp and many African Australian organisations and communities.

Social Media2016 AMCF experienced a step-change in terms of our social media footprint achieving a reach of almost 58,000 people in the week leading up to the event. With Facebook introducing Live videos we capitalised on this new feature with an opening interview with Raz Jacknow and Ryzmo which attracted over 6,000 views.

Successful posts (views) on lead up included: the Countdown; 6 weeks to go (2,000) one sleep to go (9,500), Call for food stall holders (1,600), Radio advertisement in the studio with Smooth FM (1,200), Wise King Entertainment (1,100), shout out for volunteers (1,300), the flyer (3,600), Avii (2,400), Intro into youth segment (1,400), Ethiopian Airlines – Win flights (2,400) and Yaw Faso (1,100).

AMCF was active across four social media platforms; Facebook, Twitter, Instagram and SnapChat. Snapchat was a new addition to the social media offering this year. A customized on demand geo-filter was purchased to allow people to take snaps with a branded AMCFOZ filter on the day and covered the geographical area of Federation Square. We achieved a fantastic total of 25,600 views. The significantly higher levels of user engagement across all platforms is thanks to the support of AMCF social media partners Orange Monkey Media (www.orangemonkey.com.au).

Some social media stats are as follows:• 58% of AMCF social media fans are women.• 25-34 age group is the largest AMCF fan base accounting

for 35% of fans, followed by 22% of fans in the 35-44 age groups. 20% of fans are in the 18-24 age group.

2016 AMCF Continued

Above: African Fashion show by RKM Global Fashion

Above: African Drumming classes on the River Terrace

Above: MC Amani Nyikang, Deputy Commissioner of VictoriaPolice Andrew Crisp, Minister for Finance and MulticulturalAffairs Hon Robin Scott, shadow Minister for MulticulturalAffairs Hon Inga Peulich, and other VIPs in a harmony dance off

Above: African Fashion show by Queen Nyibany


The 2016 revenues at $95.2k was $34.6k (57%) higher than last year due to higher sponsorship as well as new sponsors and partners, most prominent of which is North Melbourne Football Club and the Victoria Multicultural Commission (VMC). This reflects the increasing solid reputation and relationships developed by the AMCF. The event was executed on a tight budget but still achieved a huge bang for each dollar spent.

2016 AMCF Financials

Above: High energy performance by the Burundian Drummers

Above: King Bell rousing the audience

Above: Performance by the Burundian Drummers

2016 AMCF INCOME & EXPENDITURE

Sponsors & Partners

Food & General Stall Hire

$80,195

$15,035

TOTAL INCOME $ 95,230

Expenses:

AV Production

Performers Fees

Stall Hire

Venue Hire

Cleaning

Security

Public Liability Insurance

Program of Event, Flyer Design & Print Stage

Banner Design & Print

Videography & Photography

Social Media Services, Fees & Promotion

Event Coordinator

Electrician

Radio Adverts & Bill Boards

Website Hosting, updates and Email

Sundry

$16,670

$16,518

$11,747

$5,119

$4,521

$4,053

$5,000

$3,260

$2,050

$4,492

$3,410

$1,080

$2,800

$4,290

$4,470

$1,867

TOTAL EXPENSES $ 91,447

SURPLUS / (DEFICIT) $3,783

Above: 1st AMCF marriage proposal on stage involving twoRKM Global Fashion models….she said YES!

Above: Sega Dancers from Mauritius wow the audience


• The Melbourne African Music and Cultural Festival on Sat 10 Dec 2016... What a day! Tastes of Senegal had the pleasure of being part of this great celebration of African Culture in all its diversity, vibrancy and positivity. Tastes of Senegal brought a touch and flavours of the Senegalese foods and exquisite juices to an event that was masterly run, perfectly organised from start to finish. As a food outlet, we can only congratulate and commend the organisers for making sure all infrastructures and required services were at hand, organisers and technical support staff available to provide a highly professional support, volunteers all the time available to land a helping hand! To all of you guys and ladies, thanks! We are looking forward to next year to continue projecting a positive, truer image of ourselves, our communities and our delicious foods! Well done! With Regards – Aissatou Barry, on behalf of the Tastes of Senegal team

• It was a fantastic event & just amazed at the work & efforts your guys put it & I’m sure it all paid off well looking at the response & the crowd in attendance - Aloysius Misquitta, Ethiopian Airlines Representative

• This year is the third African Music & Cultural Festival Timi & I have attended. This year I believe it has come of age and is emerging as a significant music & cultural festival, which should delight Africans, Australians, and African-Australians alike – in fact anybody. I personally want to thank you for the dedicated commitment and energy you have demonstrated to ensure such a wonderful and successful festival. I also recognise that you had a host of other organisers and sponsors, I thank them all. This festival makes Melbourne proud. I am already looking forward to next year’s event – Alan Pedley, AMCF Fan

• I watched a fair bit of your festival on the web! It looked like there was a great atmosphere and the performances were outstanding. What a feat bringing it all together! Well done to you and your team! – Rob Corner, AMCF Fan

• My team have been most impressed with all the planning and organisation that you and your team have been undertaking, and there is a very positive feeling about this festival. So, congratulations to you and all your team for pulling it all together once again, and I hope the day is very enjoyable for all your participants and audience – Matt Jones, Fed Square General Manager Program & Events

• We had a terrific time and I think it has improved since last year to be more of a family friendly event. As a suggestion I found the Event Schedule on page 6 of the program booklet too small to read, the font needs to be larger and the day's schedule spread over 2 pages facing one another. I also found the 24 hour time confusing as I constantly had to re-calculate the time again. I liked the range of acts with traditional and modern influences too. Although engaging on social media is great to share and spread news not everybody uses it. As a suggestion a media booth / tent for those who want to have an instant photo at the event would be good with the opportunity to verbally speak one on one with representatives from the festival such as organisers, performers and sponsors in a timetabled format. Also the opportunity to hand write feedback, well wishes and enter competitions to make the event equal opportunity for those with and without technological savvy and ownership of devices. This would appeal to a larger demographic of the population enabling more participation to celebrate our unique African Australian multicultural-ism in Melbourne. Setting a good example to lead for the rest of Victoria and the other Australian States and Territories - Joanne Bryan, AMCF Fan

• Thanks for having us at the AMCF, it was a very successful event, you must be really happy with the outcome. Looks like it's getting bigger each year! - Lamine And the African Intelligence, AMCF Main Band

• I wanted to thank you for inviting me to your festival on Saturday. You did an amazing job and the day was terrific. You can be very proud of the work that you and your energetic team have done in continuing to raise the profile of the African community in Victoria especially this year in very challenging conditions. All the best and please keep up your great work, passion and enthusiasm! – Steve Walsh, Chairman Maurice Blackburn Lawyers

2016 AMCF Voice of the People


• CONGRATULATIONS to you & the team on another very well delivered event. The social media was surely very active and also on stage, there was a great representation of various African countries showcased to the broader community. Hats off to all for the time and strong commitment to this worthwhile festival. Congratulations again! - Edwige Bignoux, On behalf of CHARM (Cultural Historical Association of Rodriguans & Mauritians)

• I just wanted to pass on a quick note of congratulations on the African Music and Culture Festival. I came down with my family in the afternoon and we enjoyed the diversity and the spirit of the program. It was great to see so many participants and audience members from various African cultural backgrounds, plus a more general audience. The whole event appeared very well managed and successful. Congratulations to you and your team - Ariel Valent, Cultural Diversity Officer, Social Investment, City of Melbourne

• Thank you so much for inviting me to the African Cultural and music festival with my fair trade basket business. Wow, what an amazing event absolutely fantastic. The event was run to perfection. The entertainment the singing and the drumming were sensational. The crowds where really good there where no incidents and the security was tops. I met some really lovely people there everybody was so friendly I can't wait for next year! Thanks again! - Celia Gregory, Hand made and crafted products

2016 AMCF Voice of the People (Continued)


Plans are already underway to build on the successes of the 2016 AMCF to deliver an even bigger and better 2017 AMCF on Saturday 9 December 2017 at Fed Square, Melbourne, Victoria.

As the AMCF gets bigger year on year, the costs of maintaining the high standards that makes the AMCF the first-class event it is increases e.g. Federation Square have advised that we will require additional lighting as we are extending the festival by 1 hour to capture the increasing number of Melbournians that go out late at night, permanent electrician for the entire duration of the event and portable cool rooms and wash rooms due to the increased number of food stalls. Other venue costs such as security and cleaning are also expected to increase.

Plans are underway to further expand the 2017 AMCF cultural programming and attract more non-African heritage audience. This includes African art exhibition, film screening on the Fed Square large screen in the week leading up to the festival day, cooking demonstration and folktales.

The huge successes of the AMCF social media and radio advertisement will be consolidated and built on e.g. incorporating live streaming and more use of video posts which our fan base seem to prefer. Radio advertisements on channels with a younger demographic such as Fox and or Nova FM is also planned.

With a 36,400 crowd count in 2016, AMCF now anticipates and plans for an attendance in excess of 40,000 people at the 2017 AMCF.

The continuing success of the annual AMCF is reliant on the ongoing support of our sponsors and partners. To this end, we invite our previous and new sponsors & partners to support us in making the 2016 AMCF an even bigger success.

AMCF Going Forward

Above: Left - Chair of the Victoria Multicultural Commission HelenKapalos, Right - Federal Member for Will Hon Peter Khalil during theofficial proceedings

Above: AMCF Social Media team from Orange Monkey Media providing 2016 AMCF live-coverage

Above: Ethiopian traditional dancers

Above: Left - Egyptian traditional dance performer “Desert Rose”mesmerises the audience….and MC Fafa!Right - Attendees enjoying the sounds and rhythms of Africa

Above: Alaariya Afro-beat band pumping out rhythmic tunes


AMCF Letters of SupportLetters of support for the 2016 & 2017 AMCF include:


2016 AMCF Additional PhotosA selection of photos from the 2016 AMCF is below. A more extensive catalogue of photos and videos is available on our Facebook page (www.facebook.com/AMCFOZ) and website (www.amcf.org.au).

High energy drumming performance by Kofi from Kofi Kunkpe Traditional Drumming and Fred from One Spirit African Drumming

Some 2016 AMCF team members including Orange Monkey Media partners Claire (1st left) and Kirsty (1st right)

Above: Kathryn Lake, winner of two return tickets to anywhere in Africa courtesy of Ethiopian Airlines. Awesome African print dress Kathryn!

Above: AMCF Treasurer Florence Mauwa and Production Director Maureen Oluigbo with Chair Fred Alale and Vice Chair Uche Njoku at festival close

Above: SES crew from Port Phillip Bay supporting the AMCF for the second year in a row

Above: It’s a wrap photo with some 2016 AMCF team members, performers and Victoria Deputy Commissioner of Police Andrew Crisp!

Above: Commonwealth Bank Multicultural Banking GM being presented with a certificate of appreciation by steering committee member Shillar Sibanda & Rukaiyah Abdullah


2016 AMCF Steering Committee MembersWe thank the following AMCF Steering Committee Members for their contribution to the success of the 2016 AMCF:

# First Name Last Name Community /Organisation1 Bareetu Aba-Bulgu Ethiopia2 Rukaiyah Abdullah Ghana & Afro-Australian Student Organisation (AASO) 3 Yusuf Abubakar Nigeria4 Berhan Ahmed (Dr) African Think Tank5 Fred Alale Nigeria, Africa Day Australia, Incubate Foundation6 Claire Alale Orange Monkey Media7 Ayyantu Ali Australian Oromo Community Association in Victoria8 Desiree Ashitei Ghana9 Phaweng Bahula South Africa

10 Desiree Blanco Venezuela11 Lou Catherine Cultural Historical Association of Rodriguans & Mauritians (CHARM)12 Kabaso Chitungulu Zambia13 Sisay Dinku Celebration of African Australians14 Monica Forson Ghana, Afro-Australian Student Organisation (AASO)15 Kirsty Glen Orange Monkey Media16 Orlando Green Pan African Community, Africa Day Australia, Nigeria17 Amanda Green Zimbabwe, A Look Into African Society at La Trobe (ALIAS)18 Evans Hammond (Yorke) Ghana19 Bem Ikyanyon Nigeria20 Gary Lee City of Melbourne21 Ary Lyimo Eastern and Central African Communities of Victoria22 Florence Mauwa Zimbabwe23 Kot Monoah South Sudan24 Yasmin Moussa Djibouti25 Rhoda Mphande Malawi26 Priscilla Mphande Malawi27 Rabecca Mphande Malawi, Africa Day Australia28 Venus Mwangonde Malawi29 Abeselom Nega Melbourne Employment Forum30 Uche Njoku Nigeria, Africa Day Australia31 Melissa Njoku Nigeria32 Apollo Nsubuga-Kyobe (Dr) Uganda, Africa Day Australia, Africa Think Tank33 Ike Nwokolo Slater and Gordon Lawyers34 Amani Nyikang South Sudan & Incubate Foundation35 Nuttifafa Oforikumah Ghana36 Maureen Oluigbo Nigeria37 Robert Ring South Sudan38 Shillar Sibanda Zimbabwe39 Stephen Sibanda City of Melbourne40 Herbson Singo Malawi41 Deeqo Tahaliil Somalia42 Poni Tongun South Sudan43 Susan Yengi South Sudan

@AMCFOZ

[email protected]

amcf.org.au

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AFRICAN MUSIC AND CULTURAL FESTIVAL (AMCF) Saturday … · AFRICAN MUSIC AND CULTURAL FESTIVAL (AMCF) Saturday 10 December 2016 EVENT REPORT @AMCFOZ [email protected] ... African