From a 12-Day Portable Gamble to a New Chapter for Afro-tainment in Newcastle

Bringing a major Afrobeats artist to Newcastle is a massive undertaking. Pulling it off with just 12 days of preparation sounds impossible, but for Kazeem Salawudeen, founder of Zeez Entertainment, it was a gamble worth taking.

When the chance arose to bring Nigerian street-pop sensation Portable to the city, Salawudeen and his team had less than two weeks to handle everything: promotion, ticket sales, logistics, production, and partnerships. What started as a frantic 12-day scramble, however, quickly turned into something much bigger than a standard concert.

For Salawudeen, the August 14th show at Wafi Lounge was a true proof of concept. It answered a question that had been circulating within Newcastle’s African community: Is there actually a market for African entertainment in the North East? The turnout gave a definitive yes.

The tight deadline meant the pressure was intense, but the local community didn't let Zeez Entertainment carry the weight alone. Friends, businesses, performers, and rival promoters all stepped up to help.

“People like Olaitan, Ola Casamigos, and Pearl pushed the promotion entirely on their own,” Salawudeen said. “Local businesses like Naijaway Entertainment, Afronortheast, Chop Ooo, Lara’s Kitchen, and Dining Oasis threw their weight behind us too.”

On the night, the energy was kept alive by a heavy lineup of local talent. “DJs and hosts like DJ Wizztee, DJ Ollydee, Hypeman Tee, Onano, and King IY absolutely set the atmosphere,” Salawudeen added.

A vital partnership with SMJ Entertainment ultimately pushed the event over the finish line, reinforcing a core lesson for the team: great events aren't built by one person. They rely on collaborations, deep relationships and a community that genuinely believes in the vision.

More Than a Concert

Inside the venue, the payoff was obvious. The crowd didn't just watch they sang and danced along to every minute of Portable’s chaotic, high-energy set. But for Salawudeen, the real victory wasn't just getting a famous Nigerian artist onto a Newcastle stage; it was about shifting the UK music landscape.

For years, Afrobeats fans in the North East had to travel to London, Manchester, or Birmingham to see major African artists. Newcastle’s rapidly growing multicultural population proves that fans shouldn't have to travel hours for high-profile culture. The Portable show proved that the demand is right here.

Building an Ecosystem

Zeez Entertainment doesn't want to be a one-hit-wonder events company. Salawudeen’s long-term goal is to establish a permanent platform for African culture in the North East, one that benefits local opening acts, DJs, creatives, and Black-owned businesses alike.

To turn this into a lasting ecosystem, the company is launching the Zeez & Friends initiative, a network designed to keep collaborating with the local creators and businesses that made the Portable show a success.

Newcastle’s Next Afrobeats Chapter

The North East has always had the audience; the missing puzzle piece has been the infrastructure and promoter backing to match it.

The Portable concert proved the infrastructure is ready. In under two weeks, a major international artist was booked, a crowd was mobilised, and a safety net of local businesses and creatives came together seamlessly.

The biggest takeaway from August 14th isn't actually Portable himself. It’s what the night revealed about Newcastle: the audience is here, the community is ready to support it, and promoters like Kazeem Salawudeen are willing to take the financial risks to build it.

From the night