What was meant to be a conversational 30-45 minute interview on Zoom turned into a 2-hour podcast brunch at a new coffee shop in Rosebank (Green dot Cafe – free plug).
During this load shedding time slot, I got to know who Lwazi Madonsela is. We spoke about why he judges a cafe by how good their chai latte and eggs Benedict is, why he started his business 348select which has produced one of the top ten – best new podcasts in 2022 on Spotify Africa in just 2 months since CNR JUTA & DE BEER aired. Additionally we spoke about his collaborations with Archive and his manifestations in his career.
Who is Lwazi Madonsela?
I believe I approach the world with my name, Lwazi is a Nguni name that means knowledge. It links to everything I do whether I am giving out knowledge or taking it in. I use it to grow my ideas and export them through my entities. I am a guy repeatedly trying to make things better for me and most of the time it ends up being better for everyone.
Umsindisi came about when I was listening to the radio at my grandmothers and the song “Umsindsi” put me in a trance. And as a digital child I made my handle “Umsindisi we siko” which represents a time I was all about embracing the Nguni in me, I was a young black man with hobbies like swimming and cycling, trying to get into golf who grew up in two different worlds, I grew up in the hood and later went to a prestigious school where I wore blazers and could smell the ocean from the rugby field.
I was always into art and design and always knew I was an editor. I don’t believe our generation are creators, I think we found the world like this and we keep trying to make it better for ourselves. Everything I am doing now as a broadcaster comes from the things I’ve consumed such as fashion, music, art, design, radio , film and now other podcasts.
What is 348select?
348select is a media company that is driven by edutainment on how to turn your passion into profit. The content varies from fashion to getting expert advice from seasoned industry leaders. The goal is making an impact through the power of video. 348select so far has exported shows such as SNKR COAST, Morning Brew and the latest one CNR JUTA & DE BEER.
What is SNKR COAST and why did you create it? What purpose does it serve and where do you want it to go?
I wanted to talk about style , news , kicks and reviews so I created SNKR COAST off of a conversation, someone told me Nike is looking for a show to invest in that is not about sneaker reviews then I remembered that I wanted to do a show about sneakers with Zkhiphani which didn’t go according to plan and I thought it would be the vehicle to getting the sponsors because I was creating as a business already.
I independently created SNKR COAST, a satirical journalism show that delivers unfiltered, unapologetic, and unruly hot takes directly to whoever is interested in sneakers. In an era dictated by political correctness, I care less about sensitivities. If it’s funny and factual it flies. Like my first episode “Fake Sneakers Matter” if you are a sensitive viewer this show is not for you! But if you miss the days of barbershop talk instead of preaching to a choir then you are welcome to watch SNKR COAST.
I used SNKR COAST to begin my conversation with brands and I’m grateful that Archive gave me the necessary support to push it to where it is now. I hosted a screening for the documentary at The Bioscope. It accommodates 45 people but I had about 90 people there. And that was when I realised what SNKR COAST could become because it is possible from creating content for Archive to selling merchandise and cards online and hosting a live event like the screening.. It keeps evolving and inspiring more ideas just like how CNR JUTA & DE BEER became an additional show on 348select.
Morning Brew is one of your other podcasts which equips young SA creatives with the journeys of those at helm ? What have you done differently to create more visibility when venturing into CNR JUTA & DE BEER powered by Lutcha ?
Before I go into how CNR JUTA & DE BEER came about I just want to say Your first idea is your best idea. You must just adjust for inflation. Stick to the plan, if citizen number 1 is happy everyone is happy and when you run into success build volume and consistency.
Morning Brew started from a place of wanting to do something that makes me feel good. At that time I was interested in telling the story about the journey creative entrepreneurs in Johannesburg were on. I was interested in learning from them so I too can better myself. I started it on IGTV and YouTube and I knew it would grow to what the next export is, which is CNR JUTA & DE BEER. Even looking at the covers of the podcasts I did put a lot of thought into my CI / corporate identity design. It’s not by mistake it’s all intentional.
CNR JUTA & DE BEER powered by Lutcha is a South African street culture podcast that delves into the minds of the BRAAM GENERATION. These are creative entrepreneurs who were inspired and cultivated their creative voices in the streets of CNR JUTA & DE BEER. The podcast aims to bridge the gap for the next generation of creatives trying to formalise their ideas into sustainable businesses. Centred on the ethos of moving street culture forward from the sound scape straight to the ad campaigns and the minds behind them.
Using the tool of manifestation what does 2023 look like for you? What do you wish to achieve in your career?
I want to come back with SNKR COAST with a screening and maintain the relationship with Archive and hopefully partner up with more sneaker brands. I want CNR JUTA & DE BEER to have a launch/live podcast and bag sponsorship. I definitely want to feature more creatives on the show.
I want to be part of a campaign on billboard, tv and radio. Attend Sole DXB in the Dubai Design District in Dubai, UAE. Get a global magazine article and partner with more South African creative businesses and to keep growing the business wing because by the end of 2023 I want to get that crib in Parkhurst that I hope no one buys before me on Property24.
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