Hammerton Barca

Hammertom Barca is on a mission to empower local professionals and decrease dependency on external labor. In partnership with Liveforce, a top workforce management platform, they are bringing a new level of structure and accessibility to an industry that has traditionally lacked formal talent management.

The Challenge: Connecting Talent with Opportunities

Hammerton Barca’s portfolio spans everything from large concerts in Cairo to strategic consulting for sports events across Africa, working with global heavyweights like Live Nation, IMG, and Blast Esports. However, they faced a recurring issue:

 “Major events happen here, but outside producers struggle to access local freelancers. There just isn’t enough data available,” Daniel Noake, Managing Partner at Hammerton Barca

The solution? Build a talent pipeline that streamlines the hiring process and makes local professionals visible to global clients

The Perfect Match: Partnering with Liveforce

To tackle these challenges, Hammerton Barca knew they needed technology—but not just any tech. Liveforce’s workforce management platform fit the bill perfectly:

“We’re not a tech company, and building a database from scratch would’ve been costly and complex. Liveforce gave us exactly what we needed—a platform that helps us accumulate data and manage our roster efficiently,”

Explains Noake. With previous experience using Liveforce through other clients, they knew the platform could provide the infrastructure they needed, freeing them up to focus on talent development and expanding their freelance network.

Early Wins: Making Waves at Sportsbiz Africa Forum

Though still in the early stages, Hammerton Barca is already seeing signs of success. At the Sportsbiz Africa Forum in Rwanda, they introduced Liveforce to freelancers during workshops focused on career development.

“The response was amazing. People told us they’ve never seen anything like this before—especially not in Kenya, Uganda, Rwanda, or Tanzania,” Noake says Explains

The database, still growing, will soon enable Hammerton Barca to manage recruitment faster and more efficiently:

“Right now, we’re still emailing people manually. Once we integrate Liveforce fully, it will automate everything—from job notifications to scheduling—and save us a lot of time and money.”

Changing the Game: A Social and Operational Impact

Beyond streamlining operations, this partnership is changing how freelancers in Africa present themselves to the world. For many, it’s their first chance to showcase their skills in a structured way and access new opportunities.

“If I’m a production TV production manager in Kenya working as a freelancer, I’ve never seen this before. It’s a game-changer for freelancers and the industry as a whole,” Noake emphasises.

The partnership is also gaining traction with governments, who are impressed by the use of global-standard tools:

“When we tell officials we’re working with Liveforce, it makes a huge impression. It shows them that Africa isn’t excluded from using the best technology—and that makes a big difference.”

What’s Next? Scaling the Impact

Hammerton Barca’s work with Liveforce is just getting started, but the potential is huge. As they continue building their freelance network, they’re excited to see how this structured approach can revolutionise the industry.

“This mirrors how talent is managed in the UK or US, but it’s a completely new way of working here. We’re excited to see the impact across multiple countries,” Noake says.

With Liveforce streamlining recruitment and talent management, Hammerton Barca is creating a future where local freelancers have the visibility and opportunities they deserve.

“Together, we’re not just building a database—we’re building a future for the industry,” Noake concludes.