Podcasts, once the domain of the stubbornly niche, are having their mainstream moment – at least in a South African context. While still in its infancy, podcasts have increasingly become a viable means of creative expression and marketing execution.
Words: Tshiamo Seape
The bulk of popular podcasts still fall into the realm of spin-offs of radio shows or passion projects of radio personalities – think Bruce Whitfield and Gareth Cliff – and this is understandable. Established properties attract the biggest audiences.
Early this year Sanlam made their first foray into podcasts when they brought out The 200 Year Old, a “future facing podcast” based on the premise of, you guessed it, a 200 year old, and the social and financial implications of such a prolonged lifespan. Sparing no expense, the series features some of South Africa’s most prominent actors including Thapelo Mokoena. Long form narrative style podcasts are what catapulted the medium outside of the fringes into popular consciousness in U.S. and Sanlam is hoping The 200 Year Old can do the same thing for South Africa.
However, South African podcasting, in general, is not very lucrative. For every big corporate shelling out hundreds and thousands for premium scripted content, there are hundreds of DIY operations recording in bedrooms across the country. Getting into the game is easy, but the landscape is dominated by those with money or an established fan base, or an agenda beyond just having an outlet and an opinion worth sharing. With that said, there a number of lesser known podcasts worthy of your attention. As creatives look to fulfill their namesake, podcasting has become an increasingly popular way of getting their voices out there. Here’s a small sampling of the best up and coming podcasts that have come across our radar.
Hosts Bobo and Ekua examine, explore and break down their experiences as African women – the pod is based in New York with the hosts hailing from South Africa and Kenya. Whether it be friendship, tips on transitioning into adult life and romance, Afrolit is always an enlightening listen.
Created by siblings Elu and Tinuke Eboka Sunday Service is your weekly dose of local and international trends as seen through their decidedly cool millennial lens. A music producer and influencer/fashion enthusiast, Elu and Tinuke are perfectly positioned at the forefront of cultures most dynamic forces. Listen below
In My 20’s
Your 20’s, a confusing time to say the least, would go a lot smoother with a road map. Rotendo Nyamuda is here to provide said guidance. With life advice for listeners in their 20’s and 30’s, In My 20’s is the shot of espresso that will wake you up and clear out the quarter century haze. Filled with like minded and equally influential quests, each episode well worth a listen.