G & G Productions

What G & G Productions does

G&G Productions, operating since 2025 as G&G The Goosebumps Company, is a South African experiential agency that owns and operates a portfolio of music and lifestyle festival brands and delivers end-to-end brand activation services to enterprise clients. The company was founded in 2000 when G&G Pro merged with RK events, was reformed under its current founder team in 2007, and is currently led by founder-CEO Greg Walsh following Gareth Devore's 2021 exit and Raizcorp's 2022 acquisition of a 30% equity stake. Owned festival brands include Rage Festival (the flagship matric rite-of-passage property running since 2004 with more than 200,000 cumulative attendees), Ballito BIG Week, Shimza & Friends, Luxurious Marble Circus (launched 2024 with Marble Hospitality Group and Grid Worldwide), and Magical Marble Family Fest (launched 2026 with the same partners).

The technology stack is centred on proprietary ticketing and cashless payment infrastructure rather than a centralised software platform. G&G developed and operated the first barcode card-based ticketing system in South Africa for Rage Festival in 2009, introduced the country's first NFC ticket in 2012, and built an in-house cashless payment system branded Rage Connect ahead of competing local solutions. The portfolio is monetised through three revenue streams: direct-to-consumer ticket sales via the Howler platform, brand sponsorship and activation contracts with enterprise clients (Halewood Beverages invested R14 million per year across 100+ events over a nine-year partnership; Samsung's market share among Rage Festival audience grew from 4% in 2013 to 44% in 2017 under G&G's title sponsorship), and fee-based festival and event production services for third-party events including Sensation South Africa, Armin Only Intense, and BMW M Festival. Customers span beverages, technology, telecommunications, automotive, and cosmetics verticals.

G&G sells tickets directly to consumers through Howler-powered ticketing pages and pre-registration flows, and sells brand partnership opportunities through a direct enterprise sales motion. Operations are concentrated in South Africa across three provinces (KwaZulu-Natal, Gauteng, Western Cape), with the headquarters in Sandton, Johannesburg. The team stands at 25 employees as of 2026 after rebuilding from a COVID-19 low of four staff in 2021.

Name

G & G Productions

Legal name

G&G Productions

Website

https://gandgpro.com

Company type

Private

Founded year

2000

Operating status

Operating

Headcount range

11–50 employees

Short description

G&G Productions, rebranded in 2025 as G&G The Goosebumps Company, is a South African experiential agency that owns a portfolio of music festivals including Rage Festival, Big Week, and Luxurious Marble Circus, while delivering brand activation services to enterprise clients.

Ownership category

akta.pro rank

Product category

Live Event Production

NAICS

Performing Arts Companies (7111), Advertising Agencies (541810)

SIC

Services-Amusement & Recreation Services (7900), Services-Advertising Agencies (7311), Services-Advertising (7310)

akta.pro primary industry

Festival & Live Entertainment Brand Partnerships (MPAAAGAF)

Keywords

• Live event production
• Festival management
• Experiential marketing
• Brand activations
• Music festivals

Headquarters

HQ city

Johannesburg

HQ country

South Africa

HQ region

Africa

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure, Supply Chain

Revenue model

1. Event Ticket Sales: Direct-to-consumer ticket sales for owned festival brands (Rage Festival, Big Week, Shimza & Friends, Luxurious Marble Circus, Magical Marble Family Fest). Tickets sold via Howler ticketing platform.
2. Brand Sponsorship & Activations: Brand partnerships where corporate brands sponsor festivals and events in exchange for audience exposure, activation space, and hospitality. G&G designs and executes branded activations within their owned events. Halewood invests R14M per year in sponsorship.
3. Festival & Event Production Services: End-to-end event production including stage design, pyrotechnics, technical production, and logistics for both owned and third-party events (e.g., Sensation South Africa, Armin Only Intense, BMW M Festival).

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

G & G Productions (also known as G&G The Goosebumps Company) is a South African live event producer and experiential agency. The company owns and operates a portfolio of music and lifestyle festival brands (Rage Festival, Big Week, Shimza & Friends, Luxurious Marble Circus, Magical Marble Family Fest, Ballito Live) and delivers brand activations, sponsored experiences, and end-to-end event production services for corporate partners across beverages, automotive, technology, and telecom sectors.

Product overview

G&G The Goosebumps Company is an experiential agency that produces live events and delivers brand activations. The portfolio includes event brands: Rage Festival (flagship annual matric festival since 2004), Shimza & Friends (Durban music experience), The Luxurious Marble Circus (premium hospitality festival with Marble Hospitality Group), Magical Marble Family Fest (family entertainment), and Big Week (KZN coastal festival). Service offerings include Goosebump Brand Activations and Brand Partnerships & Experiential Marketing services focused on connecting brands with audiences through strategic partnerships, immersive activations, and culturally relevant event experiences.

Differentiator

Problem solved

Functional benefit

Products and services

• Rage Festival Annual multi-day music and lifestyle festival held in Ballito/Umhlanga for South Africa's affluent matric students and young adults, featuring international artist lineups, large-scale stage production, pyrotechnics, and integrated brand sponsor activations.
• Big Week (Ballito BIG Week) KwaZulu-Natal coastal year-end festival comprising three independent mega one-day events attended by approximately 15,000 diverse locals and holidaymakers, positioned as the north coast's annual passage to see out the year.
• Shimza & Friends Annual Durban music experience headlined by Shimza, featuring world-class production and energy; one of Durban's most anticipated recurring music events.
• The Luxurious Marble Circus Premium festival combining world-class music, extraordinary hospitality and theatrical spectacle, created in partnership with Marble Hospitality Group and Grid Worldwide as one of South Africa's most distinctive premium festival brands.
• Magical Marble Family Fest Family entertainment festival launched in 2026 with Marble Hospitality Group and Grid Worldwide, introducing premium family-oriented entertainment experiences in South Africa.
• Ballito Live Part of the Rage Festival portfolio, Ballito Live is a 20+ year-old annual rite-of-passage music event for affluent matriculants, attracting over 300,000 attendees since inception.
• Goosebump Brand Activations

Quantifiable outcome

• Samsung's market share among Rage Festival audience grew from 4% (2013) to 44% (2017) under G&G's title sponsorship programme.
• +3 more outcomes

Named customers8 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Six partnerships are on record, tiered flagship and minor.

• Marble Hospitality GroupflagshipStrategic or Co-development PartnerPartnership with Marble Hospitality Group to co-create The Luxurious Marble Circus (launched 2024) and Magical Marble Family Fest (launched 2026). G&G handles event production and programming while Marble Hospitality Group contributes hospitality and venue expertise.
• Grid WorldwideflagshipStrategic or Co-development PartnerCo-creation partner with Marble Hospitality Group for The Luxurious Marble Circus and Magical Marble Family Fest, providing creative and design expertise for these premium festival brands.
• Big ConcertsminorStrategic or Co-development PartnerPartnered with Big Concerts to co-produce Armin van Buuren's Armin Only Intense event at Coca-Cola Dome in June 2014, which sold out with 15,600 guests.
• Rusco EventsminorStrategic or Co-development PartnerHospitality partner alongside Big Concerts for the Armin Only Intense event in 2014.
• ID&TminorStrategic or Co-development PartnerG&G secured exclusive rights to bring Sensation 'Innerspace' from the Netherlands to South Africa in 2013. ID&T is the original organiser of the Sensation brand.
• ALDA EventsminorStrategic or Co-development PartnerCollaborated with ALDA Events on Armin van Buuren's Armin Only Intense world tour stop in South Africa.

Scale indicators11 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• ALDA Events: Global electronic-music event producer with a South Africa presence. Co-produced Armin Only Intense with G&G and competes for premium EDM-festival audience and sponsorship share.
• Veld Music Festival (In The Veld): South African EDM festival owned by held responsible events. Direct competitor for premium young-adult festival sponsorship and ticket dollars (e.g., competing with Rage for beverage, telco, and tech sponsors).
• Ultra South Africa: EDM-festival franchise operating an annual South Africa event. Targets the same young-adult premium-ticket demographic as Rage and Shimza & Friends and competes for similar beverage and tech brand sponsors.
• Showtime Management (a Sun International company): One of South Africa's largest concert and festival producers. Operates overlapping live-music events, similar brand-sponsorship monetization, and direct head-to-head competition for headline artists and brand sponsors.
• Big Concerts: South Africa's leading concert and live-events promoter. Documented as G&G's co-production partner on Armin Only Intense and a competing promoter in the SA festival market, with similar artist-booking, sponsorship, and ticketing mechanics.

Broad incumbents

• ID&T: Original creator and rights-holder of the Sensation brand. G&G secured the SA licence from ID&T in 2013; comparable in that ID&T owns/operates its own global festival portfolio and is the upstream licensor for one of G&G's premium flagship productions.
• Live Nation Entertainment: Global live-entertainment and ticketing giant. Comparable as the long-tail competitive ceiling for G&G's festival portfolio and sponsorship business, particularly in artist touring economics and ticketing infrastructure.
• Jack Morton Worldwide: Established global brand-experience agency. Compares on the Goosebump Activations side of G&G — large-scale experiential design and execution for enterprise brands across launches, festivals, and sponsorship activations.

Emerging players

• MKG (MKG Group): Global experiential marketing agency. Comparable on the brand-activation side of G&G's business — designing and executing live brand experiences for enterprise clients, with overlapping methodology (audience insight, activation, measurement) and sponsor overlap in beverages, tech, and FMCG.

Regional players

• Another Earth Development / Wild Waters: South African events and venue operator. Comparable regional market operator with festival and event production capability, and an overlapping pool of corporate brand sponsors and entertainment sponsors in KZN and Gauteng.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/gandgpro

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about G & G Productions