Kobie Dee joins Unlock lineup for ‘Creating Culture After Dark’
Acclaimed Gomeroi rapper and storyteller Kobie Dee has been added to the lineup for 24-hour economy conference Unlock, set to take place on 30 October. Dee will join Didi ANZ and Universal Music’s Bring for the “Creating Culture After Dark: When Brands Act Like Artists” session.
The session will unpack DiDi Kick Ons — a series of live, after-hours music pop-ups that transformed late-night mobility data into real-world cultural moments. Kick Ons fuelled night-time spend, and boosted venue footfall and engaged younger audiences, showing how marketers can tap into the 24-hour economy by thinking more like artists than advertisers.
Kobie Dee will share insights into his collaborations with brand partners, the role of brands in supporting community and culture, and what younger audiences truly want from live experiences. Known for his lyricism and vulnerability, Kobie has two gold-certified tracks, two ARIA nominations, and is widely recognised as one of the most authentic voices in Australian hip-hop.
He’ll be joined by Kenfo — a cultural curator, DJ and brand operator and owner of Yuth and Building Better.
Kobie Dee, Gomeroi rapper and storyteller
Also joining the Unlock line-up are Louise Rathbone, general manager of marketing for the AFC Women’s Asian Cup 2026, Ryan Guilfoyle, founder of Tribal Run Club and Adam Hodge, chief customer officer, St George Illawarra Dragons and Adam Ireland, MD of Always Human. In “From Spectators to Participants: The New Age of Fandom” the panel will explore how fandom is reshaping engagement, from grandstands to social feeds, and how data, storytelling and creator partnerships are redefining the relationship between fans, rights-holders and brands.
Also joining the Unlock 2025 program is Connected After Dark, featuring 24-Hour Economy Commissioner Michael Rodrigues, Lucinda Milton, national product director, JCDecaux, and Lucy Fisher, head of brand, 7-Eleven. The session will explore how brands can engage diverse audiences and unlock growth in Sydney’s night-time economy, examining the intersection of media, placemaking and brand impact. Speakers will discuss why marketers must look beyond the 9 to 5 to capture share of voice, share of spend and long-term brand recall — and how out of home media plays a vital role in creating cultural visibility, wayfinding and vibrancy at night, showcasing learnings from the Burwood precinct, recently voted as the 16th “coolest neighbourhood in the world.”
Tickets for Unlock are on sale now.
Unlock takes place on 30th October in Sydney.
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