Game’s virtual winter fest set to inject life into the strained South African live music

A brainchild of retail brand leader Game, the recently launched 'Beat the Winter Blues' virtual music festival is set to inject life into the South African live music, which is among industries hit hardest by the prolonged coronavirus events shutdown.


While the continuous COVID-19 lockdowns has had a postive impact on containing the spread of the pandemic, its far-reaching economic impact leaves much to be desired, particularly for the live music scene, which is among the very last expected to return to normalcy. 

To help out, South African retail brand Game has just launched ‘Beat the Winter Blues’ virtual music festival, a platform aimed to inspire and support South African musicians during this difficult time.

The showcase will feature some of the country’s most loved talent including Ard Matthews, Nhoza  Sitsholwana, Arno Carstens and Nhlanhla Majozi entertain fans throughout the month of June. 

“South Africa is a nation of music enthusiasts, and our Winter Blues campaign is aimed at giving back to our loyal customers with the joy of music, especially during the winter season when spirits are often low,” said Game marketing director, Katherine Madley, adding: “This is especially important this year, as the nation continues to face new and unknown challenges in the face of COVID-19.”

With all concerts cancelled due to COVID-19, social distancing and the lockdown levels, live music streaming has become the only way artists can stay connected with their fans. “In light of this, it’s great to be part of a campaign where we get to do what we love and spread some joy, especially in times like these,” said singers Ard Matthews. 

On the bill: Nhlanhla Majozi is a bank teller-turned-musician from Durban

The online performances will take place on Game social media pages on the following dates:

  • Ard Matthews: Wednesday, June 10, 7pm (still available to watch on Game’s Facebookpage) ).
  • Mhoza Sitsholwana: Friday June 12
  • Arno Carstens; Wednesday, June 17
  • Nhlanhla Majozi: Friday, June 19

“This is a great way to keep our current fans and new ones engaged to let them know that we are still making music despite Covid-19,” adds Nhoza. 

Further to the online ‘Beat the Winter Blues’ virtual music offering, for customers visiting their nearest Game store, they will also be treated to a selection of talented, local buskers who will be playing live music in-store, all while strictly adhering to Game’s Covid-19 health and safety precautions.

“We want to make standing in outside queues paired with long waiting times more bearable by adding some shopping pleasure,” Madley further explained.

 The live concerts will be streamed on the following Game’s social media platforms:

Facebook: Game Stores 

Twitter: @Game_Stores

Instagram:  @gamestores_sa

YouTube: Game Stores SA

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