New Relief Fund ‘SAFE’ Launched to Help The Events Industry

As the economic effect of COVID-19 unfolds, the live events and entertainment industry will be among the hardest hit; the first to be affected and the last to recover. Even after the lockdown ends, the ban on mass gatherings is unlikely to be lifted for some time.

Recognising the need for a united effort to raise funds and support the hard-hit industry and its most vulnerable, companies and individuals across the live events, nightclubs, festivals and the like have come together to launch SAFE (South African Fund 4 Entertainment).

We’ve heard about the devastating effect COVID-19 has had on DJs, artists, bands, musicians, and event organisers – but what about the support teams and event crews—the unsung heroes that make events possible?

In the short-term, the hardest hit will be hourly workers, technical set-up crews, security officers, cleaners, fencing staff, décor companies’ set-up crews, barmen, waiters, and more. SAFE has been created to fill this gap.

As its first initiative to raise funds via donations, SAFE has partnered with Pick ‘n Pay Feed The Nation and a number of event industry leaders to support these hourly workers with food vouchers. These vouchers will allow them to go to their nearest Pick ‘n Pay for a hamper of essentials.

How will donations work?

Fundraising will be done via different methods organised by members of the entertainment community. From online streaming events to heartfelt messages calling for support of various causes. All organisers, DJs, artists, and performers are encouraged to create and host their own initiatives, pledging support to SAFE.

Events and initiatives hosted on the SAFE events platform can accept donations online, or via ticket/voucher sales. A SAFE donation QR code or weblink can also be issued to support initiatives hosted on other platforms. Donations can be made online.

Where exactly will donations from events go?

SAFE will work with nightlife and event supply chain companies to identify those most in need and deliver the vouchers via their employers or former employers. SAFE funds will be distributed to applicants by a diverse panel of people who represent at-risk groups and various stakeholders in our entertainment industry. The selection process is quick and simple and aims to prioritise the most vulnerable and unable to access other financial support.

SAFE is calling on event organisers, festival promoters, concert promoters, MC’s DJs, bands, industry sponsors, suppliers, agencies, exhibitors, platforms, labels, publishers, and venues to dream big and create their own initiative, streaming event or call-to-action.

To get your unique SAFE ticket link so your community can support the voucher campaign, to set up your own initiative right away or get a SAFE DonateQR Register on

SAFE also calls on the party and festival-goers, concert attendees, conference delegates, brands, and sponsors to support any initiative on the platform.

More information available here.

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