The Sound Innovator, ADRENALINE FACTORY Makes Mauritius a Music Destination

In a small island in the Indian Ocean, a team of visionary entrepreneurs dared to dream big. Their mission was to put Mauritius on the international music map, and they succeeded in doing so with one of the biggest acts in the world, Major Lazer.

This is the story of Adrenaline Factory, the events management company that made it all possible.

With a passion for event production and a keen eye for detail, Ashfaq Allgoo and his team brought the island to life with a concert that shattered records and left a lasting impact on the local music scene.

In 2019, Mauritius witnessed a historic event when international music sensation Major Lazer performed on its shores.

But what many may not know is the incredible journey that led to this momentous occasion. Meet Adrenaline Factory, the events management company that made it all possible.

Founded in 2015, Adrenaline Factory started as a communications agency offering 360-degree marketing, branding, and communication strategies.

However, over time, the company shifted its focus towards cutting-edge event productions.

The culmination of this strategy was the production of Major Lazer, one of the largest musical names internationally.

The event was a resounding success, shattering local attendance records for music events and online sales records.

This was followed by plans to host another big-name act, M Pokora, which was expected to have similar attendance and sales numbers before being cancelled due to the COVID-19 pandemic.

Undeterred, Adrenaline Factory’s response was to create a new concept called RockNation, a solution to increased border controls and the need for experiential marketing.

RockNation combined an unexplored music genre with top local talents to create a unique experience that has become an annual event.

Now, as travel restrictions are lifted and normalcy returns, Adrenaline Factory is poised to redefine the events industry once again with a series of events featuring both international and local headliners.

THE STORY BEHIND THE EVENT

At the heart of Adrenaline Factory is Ashfaq Allgoo, an events strategist and expert in aligning media communications.

With over a decade of experience in creating high-profile events and curating branding projects across Mauritius, Ashfaq has led and produced 40% of the island’s high-end outdoor production shows. View documentary here.

In 2015, Ashfaq co-founded Adrenaline Factory and DNA LAB, a clothing shop under the concept of a multi-brand store.

He has hosted numerous big-name acts like Major Lazer, Maitre Gims, Aya Nakamura, Showtek, Walshy Fire, Dadju, Kalash, and original high-end festivals like RockNation.

Ashfaq’s passion for event production led him to bring Adrenaline Factory into cutting-edge concerts with Major Lazer in mid-2019.

The event was a massive success, attracting over 10,000 people and cementing Mauritius’ position as a destination for international music acts.

In response to the pandemic and lockdowns in 2020, Ashfaq co-founded YOOO as an answer to evolving entertainment needs and increased demand for experiential marketing.

YOOO produced RockNation 2020 as a proof-of-concept event that received high praise from participating brands.

A NEW ERA OF ENTERTAINMENT

As Mauritius looks to rebuild its entertainment industry post-pandemic, Adrenaline Factory is well-positioned to lead the charge.

With its expertise in event production and strategic vision for the local entertainment industry, Ashfaq Allgoo is poised to redefine the events landscape.

Joining forces with Ashfaq is Christopher Lim, a photographer and film enthusiast who runs his own businesses in Mauritius.

With a degree in Visual Communication from Swinburne University in Melbourne, Australia, Christopher has honed his skills through freelancing and training with leading creatives.

Through Pulp Creative, Christopher’s agency provides photographic and video solutions for clients of all sizes.

His passion for photography and film has grown into his livelihood, allowing him to travel extensively while capturing new cultures.

Adrenaline Factory’s production of Major Lazer’s concert in Mauritius was a success, breaking local records and solidifying the island’s reputation as a destination for international music acts. With its expertise in event production and strategic vision, Adrenaline Factory is poised to lead the charge in rebuilding the island’s entertainment industry.

View: Event Documentary