Summer Gig Guide: Prime
Alex Michelsen oozes so much swag – is swag even the right word to use these days? Basically what we are saying is he is an all round cultural curator , he is a model , DJ , Photographer and Fashion creator and most importantly the curator of Prime, a mixed genre brand event with a core of hip hop & R&B touching on house, gqom, afro beats and more.
In this interview Alex spills the tea on how he developed Prime to being a cohesive party concept aimed at creating a non-intimidating, inclusive space between Cape Town and Johannesburg.
How does your background and experience in the gig industry influence the vision for Prime?
I started out as a clubgoer. At the time, I felt a bit lost and unsure about the direction I wanted to take in life. While at the club, I’d often find myself analyzing the flow of events and the lineup of acts—what worked, what didn’t, and how the overall experience could be improved. I also had countless conversations with people outside the club about what they enjoyed or disliked.
Eventually, I decided to throw my own party. It was a birthday event, and I wanted the concept to be cohesive in terms of both imagery and the name, Prime. It was originally intended as a one-off event.
Having spent so much time in the nightlife scene, I already knew the DJs and acts I enjoyed and wanted to bring them together. Prime was born from this—a mixed-genre event designed to be an open, welcoming space that doesn’t feel intimidating or hierarchical. I’ve always been mindful of creating an environment where people can feel at ease, without the social anxiety that often comes with navigating nightlife spaces.
How has it been curating events in Cape Town and Joburg? How do you decide on the artists and creators you work with?
I’ve noticed a clear difference between the two cities. Joburg audiences are incredibly enthusiastic—they love, live, and breathe whatever they commit to, especially events. That kind of energy is encouraging. Cape Town crowds, on the other hand, can be more reserved. There’s often this concern with maintaining a curated, perfect image, influenced by social media. People don’t want to be seen sweating in a club (laughs). Joburg manages to strike a balance between authenticity and style, which I find inspiring. That said, Cape Town can still be a lot of fun once people let loose.
When curating events, I’m constantly learning. Sometimes I think I have the perfect formula, but then I realize there’s always room for growth. Staying open-minded is key. While it’s important to create a safe and familiar foundation for attendees, it’s equally crucial to bring something fresh and unique to each event.
In the last couple of years, I’ve only seen a handful of femme acts really pushing boundaries and coming up in the scene. Unfortunately, for many people, music and events aren’t seen as serious pursuits—they’re often secondary to jobs or studies. That mindset can limit potential. Even if it’s not your whole life, I believe in approaching these opportunities with seriousness because you never know where they might lead.
How does Prime reflect your personal taste and style?
Prime definitely mirrors my personal style, especially when it comes to themes and fashion. I like introducing people to new ideas while also catering to what they’re comfortable with. It’s about striking that balance—playing around with concepts while keeping them accessible.
For example, I created a concept called Prime Blackout, which was inspired by real-life challenges we face daily. The theme was simple yet striking: everyone wore black. It was reflective, interesting, and rooted in real-world experiences. I think it’s important to stay aware of our surroundings and draw inspiration from them, rather than letting them weigh us down.
The themes in your events are fun and unique. What inspires them?
My style has always been prominent in terms of how it takes up space, especially in streetwear and fashion trends. If you look at what a lot of brands are doing now—like vintage-style T-shirts or baggy clothing—it aligns with what Prime represents. I think it’s about dressing for comfort and authenticity rather than conforming to outdated standards.
Too often, people dress based on what they’re told to wear rather than what suits their body shape or personality. I believe spaces like Prime should encourage people to embrace their individuality. That’s a big part of the inspiration behind the event themes—creating environments where self-expression is celebrated.
What are your long-term goals for Prime? Are there specific milestones you’re aiming for?
Being part of the Summer Gig Guide feels like a milestone in itself. It wasn’t just about using models but also telling stories and adding depth to the event’s narrative. That kind of recognition motivates me to think bigger.
Brand involvement is something I’ve been working toward. While it’s exciting to see glimpses of it happening, it also means navigating the balance between staying authentic and thinking more commercially. Commercialisation can sometimes dilute the essence of what you’re trying to create, so it’s a constant balancing act.
Sustainability is another big consideration. As I grow older, I find myself thinking more about the future—whether it’s about owning a house, paying rent, or supporting my family. Balancing these responsibilities with keeping Prime true to its roots is a challenge, but it’s one I’m committed to.
Ultimately, I want Prime to grow into a sustainable business without losing the creativity and authenticity that defined it from the start. It’s about maintaining that purity of vision while adapting to the realities of life and business.
The summer gig guide start here so secure your Tickets to Prime
#OutrunTheHype #Summergigguide2024
