Purple Lights, Human Billboards, and Podcast Wisdom: A Day at Africa Creator Fest 2025

Walking into the Focus Rooms Conference Centre felt less like a marketing event and more like a Prince tribute concert — purple lights bathing us in the promise of creativity (minus the guitar solos). With a buzzing crowd of creators, marketers, and brand managers, Africa Creator Fest set the stage for a day of insights, controversies, and the occasional reminder that maybe, just maybe, being “authentic” still matters.

From Nano to Whoa-no: The Influencer Food Chain

Panel 1: Investing in Africa’s Creative Potential

Our elegant and energetic host Kim Cloete (most recognized for her roles on 7de Laan as Jacqui, Isidingo as Bianca, and Binnelanders as Bronwyn) kicked things off before handing the mic to journalist Marcelle Gordon (eNCA News Anchor), who guided a conversation with Asha Singh (Humanz), Khanyisa Melwa (the SABC Head of Marketing), Lebo Lion (influencer extraordinaire), and Siphokazi Solani (Brand manger of JC Le Roux).

Takeaways came fast:

• Influencing is tiered — macro, micro, nano.
• Culture and context matter as much as content.
• Relatability comes from standing for something, and yes, you need to polarize someone to build a brand.
• If your personal brand doesn’t polarize at least a few people, you’re probably doing it wrong.
• Don’t force-fit creators to brands. Choose partnerships that actually resonate with your values.

In short: if you’re going to sell out, at least sell out authentically.

Human Billboards, Proof of Influence & Elastic Pricing

Humanz Masterclass with Nicole Capper

Nicole Capper reminded us that content creators are more than just Human billboards (though some campaigns might disagree). Her key notes:

• Long-term relationships > quick wins.
• Quality trumps speed every time.
• Professionalism is non-negotiable, and creators need training in it.
• Reciprocity and transparency keep partnerships healthy.
• Proof of Influence (POI) may matter more than ROI.
• Flexible pricing models, even royalty-based, could be the future.

Somewhere, an Excel spreadsheet quietly wept at the thought of POI taking over ROI.

Clout Karma: Reciprocity, Realness & ROI

Panel 2: Beyond the Campaign

Marcelle Gordon returned to wrangle local creators for a refreshingly honest panel:

• Build your brand around what makes you unique.
• Authenticity is still the hottest currency.
• Bad publicity? Still publicity. (controversy and mistakes may lead to new audiences)
• Platform hopping doesn’t always translate reach.
• Consistency is the not-so-secret sauce.

The highlight, a remark from Sam Ritchie quoting a classic:

Kim closed with a mic-drop: social media should still be fun. Be intentional, yes - but if you’re not enjoying it, why should anyone else?

Mic Check, Clout Check: Podcasting 101

Masterclass with Landzy Gama & Zama Marubelela ("Because We Said So" Podcast)

This was part pep talk, part practical guide to getting behind the mic:

• Know your audience, play to your niche.
• Collaboration and crossovers can expand reach.
• Sell an idea of transformation, not just a product.
• Start with an MVP setup — just start.
• Structure your episodes and plan production.
• Learn the difference between constructive vs. destructive criticism.
• Create relatability through understanding that everyone experiences similar struggles.
• Strategic investment back into your business combined with listening to your audience builds community.
• Analytics aren’t scary, they’re survival tools.
• Reuse your content strategically across platforms so they can translate effectively.

And, of course: “Your vibe attracts your tribe.” More than just an Instagram caption — it’s a strategy.

When Brands Swipe Right: Creator–Brand Matchmaking

Panel 3: The Future of Partnerships
The final heavyweight panel featured Nicole Capper (Humanz General Manager), Casey Mantle (Chair of IAB), Keitumetse Sesana (acting deputy CEO at the SAIT), Emma Sadleir (The Digital Law Company), and Amanda Rogaly (founder of BabyYumYum.com). They looked ahead to the business of influence:

• Creators are now small business owners — and need to operate with that mindset.
• “Educate yourself on tax policies,” urged Keitumetse Sesana, reminding creators that SARS is always watching.
• Amanda Rogaly predicted that influence could soon be tokenized and traded like an asset in its own right.
• Casey Mantle mentioned the creator charter introduced to balance the rights and responsibilities of both brands and creators.
• Nicole Capper highlighted how AI is becoming a helpful ally, supporting influencers in contract negotiations and helping them keep up with evolving tax policies.
• Compliance, professionalism, and trust were emphasized as non-negotiables by the panel as a whole.

Smear, Fear & Side Hustle Tears

Pitfalls & Risks of Influence
The cautionary notes were unmissable:

• Emma Sadleir warned that influencer smear campaigns are a very real threat in the industry.
• Keitumetse Sesana cautioned that SARS regulations are tightening, forcing influencers to jump through more hoops just to prove they’re legitimate businesses.
• And the panel closed with the reminder: don’t let your side hustle become your main hassle.

Wrapping Up: Vibes Over Vanity Metrics

As the purple lights dimmed and we shuffled out, the message was clear: Africa Creator Fest wasn’t just about brand deals and hashtags. It was about community, sustainability, and figuring out how to stay authentic while the industry professionalizes around us.

Whether you’re macro, micro, nano — or somewhere in between — one truth still stands: your vibe attracts your tribe. So make it a good one.