At the 2026 Hollywoodbets Durban July, Aline Media Group introduced The Ascots – a new luxury lifestyle experience bringing together world-class music, elevated hospitality, fashion and curated culinary experiences.
Set across more than 4,000 square metres on the southern lawns of Hollywoodbets Greyville Racecourse, The Ascots reimagined the traditional Durban July experience through immersive production, sophisticated hospitality and a carefully curated environment designed for South Africa’s modern luxury audience.
The inaugural edition featured an exceptional lineup of international and South African talent, including Bryson Tiller, Masego and Swae Lee, alongside Cassper Nyovest, Shekhinah, Elaine and Tresor.
Beyond the music, The Ascots delivered a complete lifestyle experience, combining luxury lounge environments, curated culinary offerings, immersive entertainment and elevated hospitality to create a distinctive destination within one of South Africa’s most celebrated cultural events.
Curated by Aline Media Group and Grammy Award-winning producer Sibo Mhlungu, The Ascots marked a new chapter in the Durban July experience, bringing together music, fashion, culture and luxury in a contemporary African setting.
The Ascots. Durban July, reimagined.