BnR sets festive mood
Lucy Kgweetsi | Monday September 29, 2025 06:00
“Born & Raised has become more than a music festival; it is a space where people celebrate culture and connect with artists. We want to ensure that ATI’s contribution is remembered as part of this celebration.” Said Goaba Mojakgomo, the festival director.
The tribute theme, #ReTsamaelaGoneKoo, holds a deep emotional connection. “This is a way to honor ATI’s legacy and ensure that his music and spirit continue to resonate with fans,” Mojakgomo highlighted.
The festival’s line-up features both local and regional talent. Confirmed performers include South African singer Shandesh, kwaito veteran MDU Masilela, Amapiano artist Xduppy, and producers JazzWorx and Thukuthela. Veteran kwaito musician, Thebe Mogane of the hit Lenyora will also take the stage. Mojakgomo added that an international artist from North America is expected to headline, but the identity will be announced closer to the event.
Sponsorship for the festival has increased this year. Laone Mokara, Head of Marketing and Communications at Trans, said, “This year, we are giving even more than we did in 2024. The support is meant to ensure the festival continues to grow and provide a high-quality experience.” She noted that the exact sponsorship amount remains undisclosed as organisers continue to seek additional partners.
Ticketing has also changed. Tickets are now available online and at selected Trans outlets. Mojakgomo advised, “Early bird tickets are limited. We encourage people to buy them now to avoid last-minute disappointment. No tickets will be sold during the week before the festival.”
Festival organisers and local authorities emphasise that the event is not only about music but also about creating economic opportunities for Serowe’s businesses and communities.
The Serowe District Council has voiced its support for the event. Council Chairman Atamelang Nthaga urged attendees to consider the impact of their visit. “We encourage people to book local guesthouses, buy from local vendors, and even use local parking to help ease congestion. The festival benefits go beyond music; they support the local economy,” he said.
Assistant Minister of Trade and Entrepreneurship, Baratiwa Mathoothe, highlighted the economic potential of cultural events. “Initiatives like Born & Raised, supported by companies such as Trans, show how the creative industry can contribute to a more diversified, sustainable, and inclusive economy,” Mathoothe said.