Keyes Art Mile’s Art Nights
Where art meets community on Johannesburg's first Thursday
BBA transformed a monthly gallery walk into Johannesburg's must-attend cultural ritual, weaving together world-class exhibitions, live music, and culinary experiences through strategic storytelling that draws 500–1,000 visitors every Keyes Art Night (on the first Thursday of the month).
The brief
Keyes Art Mile, nestled in the creative heart of Rosebank, had established itself as a premier destination for contemporary South African art. But the monthly Keyes Art Night events (featuring multiple galleries, live DJs at Mix Bar, and an ever-rotating cast of exhibitions) needed a communications engine that could match their ambition.
The client sought a partner who could coordinate across disparate stakeholders, from independent galleries like BKhz and Lizamore to media partners and hospitality venues, while maintaining a cohesive voice that elevated the entire precinct. Beyond logistics, they needed strategic content that would transform casual visitors into devoted cultural pilgrims.
The challenge: create a repeatable, scalable content system that honoured each gallery's unique voice whilst building an unmistakable Keyes Art Mile identity.
A content ecosystem that celebrates collective brilliance
Stakeholder symphony
We established a monthly content-gathering rhythm that coordinates galleries, DJs, media partners, and hospitality venues into one harmonious communications calendar. Each stakeholder contributes their story whilst BBA conducts the narrative orchestra.
Storytelling with soul
Every exhibition receives bespoke copy that captures the artist's vision and the curator's intent. From jewellery collaborations to portrait awards, we craft narratives that make art accessible without diminishing its intellectual depth or cultural significance.
Rhythm and repeatability
Our production workflow – content gathering, copywriting, design review, creative direction sign-off – ensures consistent quality across newsletters and social posts. The system scales effortlessly from quiet months to major activations like FNB Art Joburg.
