Jägermeister Night Embassy Joburg Presses Play on The Night again

Jägermeister Night Embassy Joburg is returning to reignite The Night. The mission? To further explore new directions in Nightlife and fulfill the promise of creating safe spaces for Nightlife communities by providing Freiraum AKA space to create. Omicron interrupted Night Embassy and Nightlife as a whole in 2021, but now Night Embassy is back, returning with a relaunch party on 15 June at the Old JSE Building in Newtown. After the relaunch, the Night Embassy will give way to the remaining two Nightlife Residencies by Kombonation and DormantYouth.

Enjoy Jägermeister Shots and Cocktails at this party which will feature a diverse mix of the freshest new acts and the hottest established artists: DBN Gogo, Blxckie and ByLwansta as well as sounds from our Night Embassy’s Ambassadors of the Night: Unmuted, Other Village People, Kombonation and Dormant Youth. The Launch Party will also boast a Cypher Room hosted and curated by MkayFresh. Come revel in Poetry Slams, Rap Battles and give Beat Makers a chance to shine in the Night! Attendees can also expect to enjoy experiential installations by Night Embassy Ambassadors including structural and conceptual works of art and fresh ways of enjoying sound such as through Unmuted’s Great North Experience. The launch starts at 18:00 but party goers are encouraged to arrive 30 minutes early for Covid-19 Protocols. Please arrive with your Vaccination Certificate and proof of identity. For those who have not been fully vaccinated please note a rapid Antigen test will be upheld.

Night Embassy unpauses and promises to give Joburg parties curated to explore new angles of Nightlife through the incorporation of streetwear, spotlighting new music and interesting spaces using Freiraum:

Night Embassy 2022 Event Guide:
· Relaunch Party by Night Embassy Old JSE Building,1 Diagonal St, Newtown on 15 June
· Kaofela Kaofela by Kombonation in Soweto from 24 – 26 June 2022
· DORMANTYOUTH’s Groove Biennale in Alexandra from 8-10 July
· Night Embassy will close with a bash at Moon Valley on 16 July

Registrations for complimentary tickets to all Night Embassy parties can be found here

Night Embassy Joburg by Jägermeister is a residency programme centred around 'Freiraum', a space for unbridled self-expression and unlimited creativity. Night Embassy began in Berlin, moved to Moscow and in July 2021 launched in South Africa. Night Embassy JoBurg supported the selected Ambassadors of the Night through Freiraum, production support, budget and mentorship by the Night Embassy Creative Board: Event producer, business strategist and venue owner Theresho Selesho; designer, artist and creative director Jana Hamman; LGBTQI pioneer, DJ and content creator Lelowhatsgood; skate scene champion and filmmaker Day Marumo and amapiano centered talent management agency owner Thuli Keupzz.

In 2021, Night Embassy Joburg created safe spaces, revealed new sounds and spotlighted sub-cultures and creative communities of Joburg nightlife, culminating in two events: Unmute The City by Unmuted and Queertopia by Other Village People. But it came to a sudden halt when Omicron hit the world. To stay true to its mission of creating safe spaces for nightlife communities, Night Embassy postponed the final two residencies and the closing event to 2022.

Today, Night Embassy Johannesburg presses play on The Night again and pushes forward in continuing its commitment towards the four Ambassadors, their emerging creative communities and exploration of the new.

“We are back after careful considerations towards the safety of our communities, as well as ensuring we have enough time to come back with something bigger and bolder. Through our relaunch message and visual positioning, we are making it clear to both our allies and new friends: That we’re back to reinforce our unwavering support for emerging creative communities and finding new directions in Nightlife,” says Bea Theron Jägermeister, South Africa’s Culture and Experiential Manager. “Our Night Embassy Creative Board are still paving the way through mentorship and assisting the Ambassadors of the Night build on their creative ideas and take them from concept to creation. “Theron explains.

“The night is calling. Join us,” says Theron. “Night Embassy calls on our core communities to reunite with us and we welcome new allies to celebrate our return at our re-launch party on 15 June at the Old JSE Building in Newtown. The Old JSE Building in Newtown is one of the most compelling spaces Jägermeister has ever hosted a party in. It’s a surprising choice for our relaunch party and with its interesting internal aesthetic facades we have no doubt we’ll start here by showcasing a fresh, clean way to approach new Nightlife. For the relaunch party, each Ambassador of the Night has been allocated a budget, a space and given Freiraum to come up with an installation or experience that best speaks to their communities and celebrates their idea of the future of Nightlife.”

After the relaunch party, Night Embassy heads to the streets of Soweto with Kombonation to create an elevated Kasi nightlife experience, Kaofela Kaofela, from the 24th to the 26th of June. Market Photography Workshop graduates Kananelo Kabelo Sello and Kgotso Selomah founded Kombonation in 2018. They are a Soweto-based pre-to-postproduction start-up, specialising in real and raw visual storytelling. Aside from being a band, Kananelo and Kgotso also create clothing that showcases their photographic skills and expresses the narratives existing within and beyond their imagery.

Slim Rose (AKA Kgotso Selomah) from Kombonation is amped to share Kaofela Kaofela with their community, “We’re so excited to finally be back. If you think the campaign in 2021 brought you the best nights, wait until you see what we have for you this year.”

Night Embassy will then move deeper underground to explore architectural structures and centre queer expressions in Alexandra, all are welcome to unapologetically and freely express themselves at DormantYouth’s Groove Biennale. DormantYouth AKA Thelma Ndebele is a non-binary (they/them) DJ and Architecht whose interest lies in music as an alternative translation of place, as well as an archive of lived space.

Speaking about their ideas, Thelma explains: “I want to build architectural structures specifically catering to Joburg nightlife. I want to add interesting physical installations into the club space as an additional layer to the excitement of going out. I think this residency will show an alternative perspective of architecture beyond its technical and formal predisposition. You can expect an installation fit for music, performance and film, nested in an unexpected context”.

The Night Embassy Joburg Embassy Johannesburg journey will conclude with a closing event that will also mark a brand-new chapter on 16 July 2022. Night Embassy communities are invited to celebrate this new movement of creative freedom and to make the Night Embassy Joburg by Jagermeister message clear: THERE IS A PLACE IN THE NIGHT FOR EVERYONE.

Residency Information:
Night Embassy Relaunch Party, Newtown: 15 June 2022
Kaofela Kaofela, Soweto: 24 – 26 June 2022
Groove Biennale, Alexandra: 8- 10 July 2022
Closing Party, Moon Valley: 16 July 2022

General information
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KOMBONATION by Kananelo Kabelo Sello & Kgotso Selomah

Market Photography Workshop graduates Kananelo Kabelo Sello (he/him) and Kgotso Selomah (she/her, they/them) founded Kombonation in 2018. Kombonation is a Soweto-based pre-to-postproduction start-up, specializing in real and raw visual storytelling. They also create clothing that showcases their photographic skillset and expresses the narratives that exist within and beyond the photographs.

Kombonation’s mantra is, ‘Together, we do the most. Kaofela Kaofela. One love.’ Kombonation says, "Our art is by the kasi, for the kasi, and beyond” Adding that Night Embassy has provided, “an opportunity for us to create an alternative kasi nightlife experience on a bigger scale. By being Ambassadors of the Night, we get to drive home what's really important to us - visual literacy."


DormantYouth AKA Thelma Ndebele is a non-binary (they/them) DJ and Master of Architecture (GSA, UJ) whose interest lies in music as an alternative translation of place, as well as an archive of lived space. Their research and observations made at the GSA have culminated in them regarding music as a metric of place, specifically in clubs and event venues that host (sub)cultures that can be identified by the music produced and consumed by said social groups.

DormantYouth’s comments, "As an individual, I'm beyond excited at the resumption of Jagermeister's Night Embassy, as they gave us some of the best parties in 2021 that I've personally been to in Joburg thus far. No doubt there'll be more of that in 2022. As an ambassador, I'm especially looking forward to executing this residency to my fullest ability. I'm optimistic about how far DormantYouth can strive, during and beyond this residency, in this final push - of course with the help & considered collaborative efforts by not only my peers but new friends within the campaign, as well."



Theresho Selesho is a dynamic creative entrepreneur at the intersection of culture and business. He’s the CEO of Matchbox Live, the company behind major events like Black Coffee’s Music is King and Oppikoppi. He is a partner in the Tshwanefontein event series and the Trancemicsoul Sessions and co-owner of the African Beer Emporium. Theresho also heads up the commercial division at artist Nelson Makamo’s Botho Project Space.


One half of the award-winning conceptual design and art direction studio Jana and Koos, designer, creative director and artist Jana Hamman has worked on Nike and Simon + Mary campaigns as well as on Alice & Fifth Restaurant and The Mighty Fine and Gorgeous George’s hotels. The co-owner of fashion label Beau Beau's art has shown in London, Joburg, Berlin and Sydney.


Lelowhatsgood is a DJ, digital marketer and content creator behind groundbreaking ballroom party and queer safe space Vogue Nights Jozi. As a writer, his byline has appeared in many publications including The New York Times. Colorful and vibrant are adjectives that best suit this creative voice from the LGBTQI community. Lelowhatsgood embodies the freedom that comes with being proud of being one’s true self.


Sharpeville's Day Marumo owns a skate company called Perfect Weather Skate and has a non-profit called the Perfect Weather Skate Foundation which hosts skate workshops, clinics and competitions for township kids. As a content creator and filmmaker, he has worked on projects featuring Pharrell Williams, Black Coffee and Moonchild Sanelly amongst others. Day Marumo’s tale is one of aspirational passion leading one to be an unexpected figurehead within the ever expanding South African skateboarding culture.


Thuli Keupzz is Founder and Managing Director of amapiano centered bookings and talent management agency Lawk Communications. She is the marshal and custodian of some of amapiano music’s biggest names, she is Maphorisa's manager and discovered Kabza De Small amongst many of the 22 acts on her roster. Thuli has also been instrumental in spreading amapiano’s popularity to East Africa. Thuli’s distinct understanding of amapiano gives a depth of knowledge bar none within the industry as an artist manager who is actively in the party scene.