Briefing journalists in Francistown, KBL marketing manager for alcoholic beverages, Thabiso Botlhole said the concert would bring music lovers, fans, musicians and the St Louis larger brand together. He said through the support of the brand, fans would be given the opportunity to select the line-up for the day by voting for the artist or band that they would like to see perform on the day.
According to Botlhole, this support and involvement is in line with the brand's commitment to stay true to its local roots and develop local talents. He said an example of this is the sponsorship of the soccer premiership and rugby in the past.