Mabala Noise

The brief

Mabala Noise is one of South Africa’s most influential entertainment companies, a record label with a large roster of top-tier talent. Culture Cartel led its creative transformation: visual identity, campaign strategy and the creative behind artist releases and live events.

The insight

A label does not have one launch a year. It has dozens running at once, each on its own media cycle. The risk was never a lack of ideas. It was the standard slipping under volume. So the real job was not a campaign. It was a system that could keep producing work at a high bar, week after week, without slowing down.

The work

A creative department, built from scratch

We set up the department itself: the people, the workflow and the creative standards every piece of work was measured against.

Campaign frameworks

Repeatable frameworks for artist campaigns, so each release could move fast without starting from zero, and still feel like it belonged to the artist.

Artist and release creative

Cover art, key art and launch assets across the roster, including work for DJ Bongz, Gigi Lamayne and Du Boiz.

Event brands and live creative

Identities and promotional creative for label events and tours, including Crash My Party and the Africa Unite Tour, plus on-site look and feel.

Motion and content

Animated idents and content to carry the Mabala Noise name across every channel.

The result

Mabala Noise could deliver at volume without sacrificing quality. Every artist got work they were proud of, and every project held the standard the culture demanded. For Culture Cartel, it proved we could run multi-channel creative direction at enterprise scale.