Namibian creative practitioners seemingly still do not understand the power of a podcast feature. Since turning this column into a podcast, I’ve been turned down by so many creative practitioners.
There’s this weird stigma and fear that comes with coming on to a podcast. I call it weird because the business of podcasts is literally where the world is right now. Why would you want to shy away from a podcast invite?
I have a feeling the stigma and fear of honouring a podcast invite stems from the South African podcast environment. Could it be that we are so dense as a people, coupled with a serious lack of identity, that we look at the South African podcast environment and internalise it as Namibians? We see how podcasters in South Africa make it their business to field questions that traditional media like radio and TV won’t ask. Real sh*t!!
That’s what the market wants in today’s times. People do not care about your boring creative process. People do not care about your boring new song. South African podcasters get that. Heck…South African creative practitioners equally understand that as well.
People know they will get the underlying story with podcasts. People know they will get your unfiltered truth with podcasts. People know they will get the real you, and not the boring, clean and edited TV version of you. The market is screaming for authenticity and raw content. If you do not understand this, then you will be left behind. You run the risk of becoming irrelevant.
Over the years, Namibian creative practitioners have become accustomed to both TV and Radio presenters fielding these painstakingly boring questions. “What inspired this process?” “Who inspires you?” “Who produced the song?” “How do you balance between your creative work and your personal work?” *Y A W N*.
No one cares about that. That does not get you a trending hashtag. That does not create awareness around your brand. Think about the last three interviews you did…where did it get you? Did it get people talking? Were you a subject matter in WhatsApp groups? We both know that your answer is a big fatty boom boom NO! BECAUSE NOBODY GIVES A SH*T. My goodness, ask yourself…why was “One on One” on NBC with Kazembire Zemburuka such a hit? Just in case you would want to minimise the point I am making to the “music industry”.
Honour the podcast invite. Allow the podcaster to do their job, and you will see how your brand shoots through the roof. That’s what a podcast is meant to be. That is why the world is moving away from traditional TV at Kasongo’s pace. So much so that your traditional TV conglomerates recognise this, and are incorporating elements of podcasts into their programming. Case in point, the DStv deal with various podcasters in South Africa. However, we are not in South Africa. We are not South African. We are in Namibia, and are Namibians. Namibian podcasters won’t nearly have half the guts as South African podcasters in fielding questions that may hurt your brand. Notwithstanding that…Namibian podcasters will still ask questions that are different from traditional media.
Look at what the #IndustryLoop podcast did for super-producer Elvo. He was honest about his situation. He was honest about a few dark clouds around his brand. Namibians ended up helping him. Today, he is in a better place mentally and financially.
We will have a follow-up episode with Elvo soon to demonstrate to you in real time what the podcast did for him. So, next time I call…heed the call. Own your truth. At the end of the day…there’s their truth, your truth and the actual truth. So, control the narrative around YOUR truth!
Until the next Loop, we say #GMTM
To advertise on the podcast…email slunyangwe.com.na for a quote.