Rooted in Africa
We celebrate African creativity, music, identity and talent as the foundation of everything we make.
About Roots Africa
Connectingthe world.Rooted to Africa.
Roots Africa is an African entertainment and experiential brand dedicated to bringing people, music and culture together through extraordinary live experiences.
“The most powerful experiences do more than entertain.”
Rooted in African creativity and inspired by the universal power of entertainment, Roots Africa creates meaningful connections between artists, audiences, communities and cultures.
Our vision extends beyond the stage. The experiences we believe in inspire emotion, spark connections, celebrate identity and leave lasting impressions.
Through music-driven experiences, creative collaborations and live entertainment, we bring African cultural expression into spaces where people can experience it, celebrate it and share it.
We are driven by the energy of live performance, the creativity of African talent, and the belief that culture can connect people across backgrounds and borders. Our ambition: a recognisable African experience brand that celebrates where we come from while connecting with audiences around the world.
Three roots. One direction.
Connecting the World
We create cultural experiences with the reach to move people beyond any one city, country or community.
Creating Experiences
We turn cultural expression into moments of collective excitement, connection and lasting memory.
The event
is what we bring to life.
The experience
is what you take home.
Now presenting
The Highstar Concert
Ayo Maff live at Lekki Coliseum, Lagos — A Roots Africa Special.
Partner with us
Put your brand
inside the moment.
Sponsors, media platforms and entertainment partners reach audiences when they’re most alive — in the crowd, on the screens, in every clip that travels after the lights come up.
- Stage & venue branding
- Campaign & billboard integration
- Content, film & media
- Artist collaborations
- Hospitality & VIP
- Product sampling