Following a breakout debut in 2025, the festival closed out Music Week at the Johannesburg Expo Centre (Nasrec) with a crowd of thousands, proving the creative bridge between Atlanta and South Africa is a long-term fixture.

A genre-fusing night saw Gunna, Majid Jordan, and Elmiene share the stage with South Africa’s finest, creating a seamless sonic journey that spans continents.

The brand delivered on its promise of “cultural exchange” by engaging Gauteng through industry education, writing camps, wellness programming, fashion collaborations, and direct community investment.

If the first year was about introduction, the second year was about validation. Last night, Milk + Cookies officially wrapped the Johannesburg leg of its Music Week with a packed-out festival show at the Johannesburg Expo Centre (Nasrec), featuring Gunna, Majid Jordan, Elmiene, and some of South Africa’s most celebrated talent, confirming that the bridge between Atlanta and South Africa has evolved from a concept into a cornerstone of global music culture.

With thousands of fans in attendance, the energy reflected Johannesburg’s signature intensity — ambitious, fast-moving, and deeply rooted in culture. The show wasn’t just a commercial win, but proof that a festival can balance global scale with local authenticity. By integrating a full week of community and industry programming before the gates even opened, Milk + Cookies demonstrated that it is building an ecosystem for creative exchange, not just another stop on the summer festival circuit.

A Sonic Journey: Gunna, Majid Jordan, and Odeal

While US superstar Gunna anchored the lineup, the night was defined by a lineup where international While US superstar Gunna anchored the lineup, the night was defined by a carefully sequenced bill where international stars and local icons stood on equal ground. The journey moved fluidly across hip-hop, R&B, alternative soul, and South Africa’s urban soundscape.

The day unfolded with standout performances from emerging and alternative voices, before building momentum through sets by Blxckie, Fiflaaa, Jinji, Pona x Nkly, and Elmiene — whose South African debut marked one of the night’s most anticipated moments. As evening set in, Canadian duo Majid Jordan delivered a moody R&B masterclass, setting the emotional tone before the final stretch.

The intensity peaked as A-Reece took the stage, commanding the crowd with lyrical precision and presence, before Gunna delivered an electrifying, high-energy headline performance that had the audience reciting every word of his chart-topping hits. True to the Milk + Cookies ethos, the night didn’t end with the international act — DJs Speedsta and Kent, alongside Jazzwrld & Thukuthela, closed out the festival, returning the spotlight to South Africa and sending the crowd home on a distinctly local high.

Running parallel, the Move Mzansi Stage powered by Extreme, delivered a “festival within a festival,” spotlighting Johannesburg’s underground and alternative scenes with performances by Uncle Party Time, Omagoqa, Asvnte, DJ Capital, Tango Supreme, and Lelowhatsgood — capturing the raw, unfiltered pulse of the city.

Beyond the Stage: Investing in Cultural Exchange

What separates Milk + Cookies from the typical festival circuit is the “Music Week” component — the unglamorous but essential work that happens off-stage. In Johannesburg, that work unfolded across education, wellness, commerce, creative development, and community engagement.

“Milk + Cookies started in Atlanta as a community idea – not just ‘let’s throw an event,’ but ‘let’s build something people actually want to be part of,’” says Chase Freeman, Co-Founder and Head of Marketing. “Coming back to South Africa for a second year wasn’t about chasing a market, it was about honoring a relationship. We saw last year how naturally Atlanta’s hustle blends with SA’s culture. This year is about reinforcing that connection. It’s not us coming in to build something new; it’s us collaborating with what’s already here and putting more resources behind it.”

That collaborative spirit was visible in Milk + Cookies Music Week’s five core pillars:

• Community (Special Delivery: Back to School): The week opened with a Back-to-School giveback initiative at Lion of Judah, celebrating youth and creativity through music, games, and connection. The activation centered dignity and joy, reinforcing Milk + Cookies’ belief in meeting communities where they are — with presence, care, and consistency.

• Connection (Honorary Mixer): An intimate, invite-only mixer hosted by Black Music Mogul Brunch brought together artists, executives, creatives, and brand partners shaping South Africa’s cultural economy. The gathering served as both a moment of gratitude and a soft launch into the week’s deeper collaboration.

• Education (The Dot Connector): Hosted at ALX in partnership with Rap Plug, the Dot Connector panel convened global executives, innovators, and emerging creatives for a day of candid dialogue. Discussions focused on career longevity, digital strategy, and navigating cross-market collaboration between North America and South Africa.

• Commerce (Out The Oven): Out The Oven took over Neighbarhood in collaboration with Grade Africa, transforming retail into a cultural experience. The pop-up spotlighted exclusive merchandise, collaborative drops, and live DJ sets, placing South African fashion and street culture at the center of the Music Week conversation.

• Wellness (Wunna Run Club): The Wunna Run Club 5K brought together over 500 runners for a curated wellness experience with Gunna himself running alongside fans and creatives. Blending fitness, music, and community, the run reframed wellness as a collective cultural moment rooted in movement and connection.

• Creative Development (Writing Camps) Music Week concludes this week with a two-day Writing Camp, uniting South African and international artists, producers, and songwriters in sessions designed for genuine collaboration, prioritizing real output, skill exchange, and long-term creative relationships.

“We came up through a non-traditional path, and Milk + Cookies was born from that energy – the idea that culture is something you build with people,” says Gregory K. Burton Jr., Co-Founder and Creative Director. “South Africa is leading the conversation globally right now. We don’t want this to be a one-night moment. That’s why we’re expanding into Music Week, because the long-term goal is to build a platform that creates access and opportunity, not just a stage.”

“For young South African creatives, access changes everything. Talent isn’t the gap, proximity is,” notes Jhordan Gibbs, Co-Founder and Director of Artist & Sponsor Relations. “When you’re in a room with international industry players, you learn the standards, the pace, and the language of collaboration. We’re intentional about who we bring into these camps because the goal is genuine work, not just a photo op.”

Johannesburg’s finale followed a powerful opening chapter in Cape Town, where Milk + Cookies returned to Kenilworth Racecourse for a sold-out show that drew more than 12,000 fans. Cape Town set the tone for 2026 Music Week, rolling out the full blueprint beyond the main stage – industry education, writing camps, fashion collaborations, and hands-on community giveback; grounding the week in cultural reciprocity, not just entertainment.

More information and announcements at Milkandcookiesfestival.com

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