Boardroom Explores How The Afties Is Reshaping Culture and Community at Cannes Lions 2025
Every June, the Cannes Lions International Festival of Creativity brings together global leaders in media, marketing, and advertising. Yet for years, many creatives—especially Black professionals—have felt a lack of genuine inclusion. That’s where The Afties comes in: a purpose-driven celebration that’s building a new cultural movement during Cannes.
Now in its second year, The Afties has become more than just a party—it’s a space centered on community, creativity, and cultural connection. With a stronger presence in 2025, it’s creating room for voices often left out of the traditional festival narrative.
“For years at Cannes, I felt like I didn’t belong,” said TJ Adeshola, one of the event’s co-creators. “There were moments of isolation—moments where community felt missing.”
That reality began to shift as more creators, athletes, and influencers began appearing on the scene. But even then, Adeshola and fellow host Taylor Rooks, along with a close-knit team, saw the need for a culture-first space that truly felt like home for the people behind the pulse of modern creativity.
It all started with a late-night walk along the Croisette. “It was 11 p.m.—me, Taylor, and a few others were asking, ‘Where are we going? What’s the move? Where are the people who look like us?’” recalled TJ Adeshola. That one question sparked a cultural reset at Cannes Lions.
From that moment, The Afties was born—a vibrant, intentional space built for the culture, by the culture. It wasn’t just about nightlife—it was about belonging.
“For years, I came to Cannes for work and hardly ever saw spaces where folks like me could relax, catch a vibe, or even hear our music,” Adeshola shared. “That began to shift when D-Nice brought Club Quarantine to Lions. That night? It changed everything. It wasn’t just fun—it was a cultural milestone. Club Quarantine, Group Black, and Inkwell showed what it meant to hold space intentionally. The Afties stands on that foundation.”
With that spirit, Adeshola and his team envisioned a new kind of experience at Cannes—one that centers creators, outliers, influencers, and behind-the-scenes culture-makers. The first edition in 2024 was a sold-out success, featuring performances and appearances by Tinashe, Janelle Monáe, Shaboozey, Maségo, DeAndre Hopkins, and Mav Carter.
This year, The Afties returned bigger and bolder, taking over the iconic Chrystie venue with a guest list that included Carmelo Anthony, Gabrielle Union, Dwyane Wade, Jordan Chiles, Russell Westbrook, Shay Mitchell, Candace Parker, Ilona Maher, and Alex Rodriguez. A rotating lineup of top-tier DJs—including Jae Murphy, DJ Millie, DJ Tay James, Chris Lyons, and Charles Beloved—kept the energy high and the music real.
But make no mistake—this wasn’t just another party lost in a sea of rooftop cocktails and branded events. Every element of The Afties was intentional—from the music curation to the guest list. It’s not about exclusivity—it’s about community, representation, and reclaiming space at one of the most high-profile festivals in global media.
