The party that’s redefining nightlife, by moving it to the day, is finally coming to Johannesburg. Bed By 10, the UK-born event series that champions daytime clubbing for grown-ups, is set to light up the Jozi social scene with its first-ever South African edition.
With the slogan “Because adults have stuff to do tomorrow,” Bed By 10 is designed for those who crave high-energy events with a grown-up twist. "We've created a space where people don’t feel like the oldest in the room” says Louis Williamson, event coordinator at Like It Love It, owners of the Bed By 10 brand. “It’s about showing people over thirty that you can still have fun, dance hard, and be in bed by 10 pm.”
The concept flips traditional club culture on its head: think early evening start times, throwback music from the ’80s, ’90s and 2000s, nostalgic visuals, high-energy dance anthems, and a strictly “no all-nighters” policy. The vibe? “Pure nostalgia and good energy with some surprises,” promises Louis.
"We’re also using local DJs for the Johannesburg edition,” says Louis, “and tapping into the unique energy of the city.” While the talent is traditionally speaking an event's biggest drawcard, Louis says Bed By 10 aims to make the experience the greatest attraction of all. "There's a shift happening globally where people are moving away from attending events based purely on who will be there, and they are attending now more for the vibe and the atmosphere, and that's what we are cultivating."
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What's next for the team? "We’re focused on creating more unforgettable experiences for people over 30," says Louis. "Because fun doesn’t end when you grow up, it just starts earlier."
As the demand for daytime parties in Johannesburg grows, Bed By 10 brings a refreshing twist to the city’s event landscape, welcoming everyone who, like me, still loves to dance but likes being home in time for tea.
Bed by 10 is taking place on Saturday, 11 October 2025 at Sognage. Check our Events: What's on in Johannesburg guide for the full details.
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