Select Sessions was a live event series we produced for PUMA South Africa, so when lockdown hit and events were banned overnight, we moved fast rather than going quiet. This was well before “virtual events” even had a name. While most brands were still spinning, PUMA South Africa led the charge and we helped make sure the music didn’t stop.

I took the Select Sessions energy and rebuilt it for an online format that still felt live, premium, and culturally connected. The aim was twofold: keep the audience entertained while they were stuck at home, and keep the industry moving by continuing to pay artists to perform.

It landed as more than a livestream. It was a proper continuation of the culture and community PUMA had already built, just redirected into the moment when people needed it most.