AFROPUNK x Hyundai: Kona Studio – Politics of Style

In 2018, AFROPUNK collaborated with Hyundai, wanting to make some noise about the upcoming Joburg Festival, and the new Hyundai Kona. AFROPUNK fans were invited to flaunt their ‘Politics of Style’, indicative of the festival and its community.

The Brief

AFROPUNK may just be the most lit festival on the face of the planet, complete with international and local artists, and afrofuturism fashion which could be straight out of Wakanda. In 2018, AFROPUNK collaborated with Hyundai, wanting to make some noise about the upcoming Joburg Festival, and the new Hyundai Kona. The plan was a two-day pop-up space, in Pretoria’s Menlyn Mall.

The first day would be a silent disco, with Muzi on the decks. For the second day, AFROPUNK fans were invited to flaunt their ‘Politics of Style’, indicative of the festival and its community. Only 48-hours before the launch, MMM were tasked to capture the activity in AFROPUNK’s signature style. We had to think quick, and hustle hard.

The MMMob Approach

MMM knew just the person for the job – Tatenda Chidora, a photographer with an afro-optics vibe, and high fashion experience. Together we formulated a solution to shoot the AFROPUNK trendsetters, in a way which gave them all the glory.

In a tight space, we set up a big, white backdrop; complete with a lighting rig worthy of any high-end fashion set. MMM needed to ensure we had enough clearance to allow the photographer optimal focus range, to capture full-length shots. The AFROPUNK community came out in full force, to get their style snapped. The dramatic stills looked more like a full-on studio shoot, than a mall promo – exactly what we were going for.

MMMobsters

  • Portrait Photography: Tatenda Chidora
  • Videography: Jeffrey Rikhotso
  • Videography: Kurt Sassenberg
  • Event Photography: Louis Grobler
  • Field Producer: Sazi Mbalekwa
  • Production Assistant: Thabang Madia
  • Video Editor: Alex Jones

Portrait Photography by Tatenda Chidora