Investing in Africa’s creative industries makes long-term business sense, particularly on a continent where traditional sectors cannot absorb growing labour demand, says Investec Wealth & Investment International head of strategy and implementation Maxine Gray.

 “When you invest in the arts, you empower a generation of creatives and entrepreneurs. Africa needs employment and entrepreneurship, and those don’t always come from traditional business sectors. Investing in creative industries builds new pathways for growth across the continent.”

Therefore, Investec has again collaborated with an “incredible creative spectacle”,  The Luxurious Marble Circus (LMC), envisioned and executed by G&G – The Goosebumps Company, Grid Worldwide and The Marble Group.

LMC returned to Johannesburg this month for its second year, bringing together art, music, fashion, food, business and innovation in a way that reflects Africa’s growing creative economy.

The event, held in Muldersdrift, Gauteng, has become a showcase for what can happen when African creativity meets global production standards, says G&G owner, Greg Walsh.

“LMC is empowered by strategic investment from Investec , and aims to build an African-born global brand rooted in creativity, excellence and social impact.”

The idea was to transform South Africa’s event landscape by pushing beyond traditional production limits.

He adds that LMC has become a symbol of Africa’s growing influence in global creative industries –  a sector that has shown potential to stimulate economic growth, job creation and trade across the continent.

Walsh says South African events typically have smaller budgets than those of their international counterparts, but G&G, Grid and Marble aim to achieve a global standard using local resources:  “It’s all locally made, and we’re elevating local capabilities by showing what can be achieved when we push for global standards”.

Gray says this combination of excellence and local creativity reflects Africa’s unique way of working.

“It’s about blending global levels of excellence with local creativity. There’s an African heartbeat in how it comes to life. The partnerships, the collaboration and the community legacy all embody the  ideal of ‘I am because we are’.”

The partnership between LMC and Investec demonstrates how business and creativity can align to achieve economic and social impact. She adds that Investec’s involvement goes beyond sponsorship, it’s about shared values and investing in the potential within Africa.

For G&G, the event’s business model is unusual in the South African context. While most events rely mainly on ticket sales, LMC’s revenue structure is driven by brand partnerships.

“About half of our income comes from sponsorships, with the rest from ticket sales, bar revenue and merchandise. If we had to rely only on tickets, the experience would cost three times more per person. The brand partnerships allow us to create something exceptional while keeping it accessible.”

The event also serves as a platform for economic development through direct and indirect investment. Walsh adds that, between LMC and its brand partners, the festival generates a significant economic footprint.

“We’re investing about R50-million directly, while partners collectively spend another R30- million to R40-million. That creates a rotation of money, skills and resources across suppliers, artists and local communities.”

Gray says the impact of LMC extends into legacy and inspiration: “It pushes people to think differently. When creators and brands see what’s possible, it inspires them to innovate. You can’t always measure that impact, but the ripple effect in creativity and aspiration is huge.”

LMC Legacy

The event’s legacy programme, LMC Legacy, will channel about R1.5-million to 11 beneficiary organisations – including mentorship initiatives, local arts development and community upliftment projects – this year.

“The financial contribution is important, but so is exposure. People get to work with experienced professionals, learn from them and are afforded opportunities that opens them up to cross-border opportunities,” Walsh says.

The festival has sparked several cross-sector collaborations among luxury brands, fashion, tourism and digital platforms –  a growing trend across Africa.

One of the most successful examples was a partnership between LMC and South African fashion label TSHEPO.

“We co-created a range called The Kingmaster, featuring T-shirts and patches designed with a local young designer. It’s a beautiful partnership. Investec works with TSHEPO, G&G works with both of them, and now with LMC we have created something unique.”

Walsh adds that other collaborations, such as that with Vilafonté Wines and Creation Wines, further demonstrate how creative events can connect sectors that rarely work together.

“When brands start to interconnect, there’s magic,” he says.

He hopes that the festival becomes an international drawcard that positions South Africa as a destination for creative excellence: “I’d love to take the South African story to the world. But first, we want to make sure the world comes here.”

Gray agrees, concluding that “going international” also means bringing the world to Africa: “The continent should be the stage. If we can attract global visitors here, they’ll see a different Africa –  one of creativity, excellence and innovation.