Once Upon a Time in Joburg is a proudly local live music mini-concert festival organized by Dr. Bird Productions, with a focus on R&B and neo-soul. Launched on March 2, 2024, the inaugural show featured a stellar lineup of South African talent including Lord Kez, Marcus Harvey, Simmy, Fif_Laaa, LOVESLAVEPHOLA, and Nouveaux—with Xavier Omar (USA) headlining the night.

“We’ve heard the narrative that R&B is dying—but that’s not what we see on the ground. We love R&B. While it may no longer dominate the charts, it continues to thrive in live spaces, especially here in South Africa. Black women, across all ages, are still showing up—and they’re the heartbeat of this genre. We’re building this for them. People still want songs with emotion, with storytelling—and R&B delivers that every time.”

Following its successful debut, Once Upon a Time in Joburg is set to return for its second edition on June 21, 2025, at James & Ethel Gray Park, running from 12:00 PM to 10:00 PM. This year’s festival continues its mission to champion live R&B and neo-soul experiences, with confirmed performances by South African stars Nanette and Shekhinah, and international headliners GoldLink and Sasha Keable—with more acts to be announced soon.

“That said, we don’t see ourselves as strictly an R&B festival. At our core, we’re about great singing and powerful songwriting. That opens the door for artists who may not be traditionally R&B but whose music is soulful, intentional, and well-crafted. We also see it as our responsibility to introduce new talent to South African audiences—to shine a light on artists who deserve a moment here.”

The 2025 event will accommodate up to 3,000 attendees, with General Access and VIP ticket options available in phases as artist announcements are rolled out.

The first edition drew over 2,000 attendees, a major milestone for an independent, R&B-centered festival. The electric atmosphere validated the team’s belief in the demand for a soulful, curated live experience.

“GoldLink made sense for where we’re at. His catalogue blends R&B, hip-hop, and alternative energy—and he has a loyal fan base in South Africa. There’s real nostalgia in his music. But the real headliner this year is Sasha Keable. She’s soulful, powerful, and fresh. We’re thrilled to be introducing her to a wider South African audience.”