Sazi Ngcobo On Rusco Experiential, Marketing And The Events Industry

Sazi Ngcobo / 32 / Director & Owner of Rusco Experiential

Being in the events industry, what the biggest challenge?

Currently, the biggest challenge for us is to simply stay afloat. Our industry is one of the hardest hit by the pandemic, meaning that for the next few months we have to operate differently as a company. This has resulted in the need for us to reduce overheads (without cutting people), implement new methods of delivering experiences whilst still trying to be innovative & creative.  This entire period has actually been as exciting as it has been stressful. However, take Covid-19 out the equation, and the biggest challenge we face on a day to day basis is managing client expectations with client budgets, whilst still striving to deliver high quality productions and experiences.

The hardest lesson you’ve learnt throughout your career?

Try as you might, you can’t please everyone, and you can’t always be the nice guy! I had to learn that the hard way, but in the end I find that people respect you more (especially your staff) if you tell it like it is when it’s in the name of reaching the high standards that we set for ourselves.

What makes you happy about the field you’re in?

So many things come to mind. If I was to highlight some, here’s top 3:

1: The fact that no two days are the same, every project/experience is different. One can never get bored when they are doing something new every day!

2: People! In this industry you work with and meet people from all different walks of life. From CEO’s to entry level creatives, from world renowned chefs to students who waitress part time. Each person has their own unique story and getting to hear so many is amazing!

3: I love that we get to give life to ideas! The process from concept to execution is extremely stressful and draining, but the feeling of standing back and watching people enjoy an experience that until then lived only in your mind is unfathomable! It’s like a drug!

What sets Rusco Experiential apart from other experiential companies?

Well the first and most obvious differentiator is experience. My partner started Rusco 14 years ago and has since worked on a multitude of events and productions. The reason why that’s so important is that with experience comes trust! Clients trust us to deliver at a high level largely because we’ve been doing it for so many years! A second differentiator for us is that we play in several different spaces simultaneously. We are in the hospitality game (we own and run Pegasus Lounge and the Durban July and Decadance Lounge at Delicious Festival), we are in the eventing game, however we produce events for our clients as opposed to doing our own event, we are also in the sponsorship game in that one of our strategic partners is Big Concerts. With all this, we still take pride in being very low-key and behind the scenes.

What do you think the South African events industry does well?

As far as event productions are concerned, it’s safe to say that although we don’t have the latest technologies and massive budgets seen around the world, we throw world class productions on a constant basis. I’m always proud to be South African when I go to experiences like Friends of Amstel, Castle Lite Unlocks or Rocking The Daisies. Our events, in particular our larger scale events, are on par with some of the best events around the world, and with more people supporting them, they can only get better. Who’s to say South Africa can’t be the destination for the next Coachella?!

The entertainment and events industry are close partners, how does marketing play an imperative part?

Coming from a background in marketing, I would say that to market yourself and your event well is vital (especially for a new event). I mean what’s the use of throwing a dope experience if there’s nobody there to experience it? With that said, we find ourselves working very closely with the entertainment industry. In fact I would go as far to say that we are the intermediary between the entertainment and corporate world.

Most prestigious event you’ve ever worked on?

That’s a tricky one. I would have to say that the most ‘prestigious’ event we did was the President’s Golf Day that we were blessed to be involved with in 2020 (before the Corona virus of course). However, from a personal point of view, I would have to say that the Miller Music Drop Experience we did in 2019 was the best event I worked on, simply because it was a personal project that I’d been trying to execute for about 2 years and Miller Genuine Draft actually gave us the chance to bring it to life.

Any regrets throughout your journey so far?

None! I’m a firm believer that everything happens for a reason, and that we learn a lot more from our mistakes than our successes.

Where can people get to know more about Rusco Experiential?

Shameless plug time, lol. You can find us on our website www.rusco.co.za. You’ll get to see a lot of what we actually do there. Alternatively, we are on Instagram, Facebook and Twitter @RuscoExperiential.

 

Follow Sazi!

Instagram: @sazingcobo

Twitter: @Saz_SA

Facebook: @SazNgcobo

 

-Bridgette Makhela

Justice Mukheli On Film, Photography And Life In Between

Justice Mukheli / 34 / Filmmaker & Photographer

Not everyone can say they are a self-taught filmmaker and photographer, what sparked your interest?

I’ve always felt that I’ve wanted to be an artist, I felt this from a very young age. Both my parents were artists in their own way. My fondest memory is of my brother and I in primary school, when our father drew a picture of us holding a vinyl while we were listening to music. I grew up with drawings, paintings and sculptures around me. My mom would make jerseys with various patterns, even when it came to her baking skills, she way always creative. I’ve always known that I am artistically inclined. In school I was always interested in work that required drawing and creative solutions, I loved painting as well. On the other hand I was also into fixing cars and IT as well. I have Dyslexia and growing up with it was challenging and created trauma for me by the treatment I got from other kids around me. Therapy has now helped me a lot with getting over that trauma. There are still moments where it still kicks in, especially if I am nervous but the therapy has really helped and it’s gotten better.

What projects are you involved in at the moment?

I’m involved in a few projects at the moment. There’s a documentary that’s brewing, a little film for a cool brand (can’t say at the moment) and two amazing music videos I shot for a band called Urban Village with a label called No Format. There’s also an exhibition coming up, firstly online then in a gallery in Braamfontein, it won’t be new work but it’ll be put out in a different manner and package.

Inspiration and consistency keep the work going, who or what inspires you? 

I’m inspired by a lot of people and a lot of things. Music, politics and young individuals living their purpose. I am also inspired by our country and the advantages we have in our generation. The inspirational names that came before us didn’t have access to various opportunities like we do, that inspires me because our voices can be heard quicker and easier than our predecessors. I love people such as Toni Morrison and Chinua Achebe. Current people that inspire me are Vincent Moloi and Tebogo Mahlatse, I believe they have moved our country forward and I am grateful that I get to work with them. My mother inspires me too, so much. My culture, heritage and beautiful history inspire me, as well as Black Power. The increasing need of seeing and acknowledging women inspires me. Being a man, a lot of what I am is easier because of my gender, this inspires me to be mindful of my privilege and be better and create access for women in any way that I can.

The industry is full of talented individuals, how do you keep your work apart and noticeable from others?

I create my work for me. My intention and purpose in my work is different. A lot of photographers follow trends, most creatives try to do the same type of thing. My intention and the feeling in my work will never be the same as anyone’s. Every project I do is for me, how the person receives it is secondary to what’s important to me.

Fashion seems to be one of your interests, how do you put an outfit together for an occasion?

I really love fashion, it’s a way for me to express myself. Fashion is very therapeutic for me. I buy a lot of clothes and lately I’ve been trying to understand why I have an access of items so I gave away about 60% of my shoes. I grew up poor, I didn’t have much. My dad left when I was 15 and he was the breadwinner, my mother didn’t have a job so she had to find creative ways to make money such as selling cakes, Mashonzha, etc. There was no room for me to be fashionable while growing up so when I started making my own money, I started buying stuff for myself. It’s a beautiful thing for me. I mean imagine going from having one shoe to being able to have five pairs a year, but I need to be mindful of how it affects my pocket now.

You’re a twin…how has this shaped your storytelling? 

Being a twin is amazing, it taught me how to be around other people, if even though my brother is me, and I am him, I still have to be mindful of him and around him. He is my right hand, and I am his, you have to be considerate. Him and I have the same interests and competing with one another helps us to always strive to be better. When you’re a twin you are born with a best friend that you can always be yourself around. Even when you’re not seeing eye to eye, you still love one another. Being a twin also gave me separation anxiety, it was hard for me to be alone but you learn to deal with it. The connection we have is still strong even if we’re now in different businesses and are pursing different careers, I can also always feel if something is wrong with him so you always just check up on the other half.

Where can people follow you on social media?

Instagram: @justicemukheli

Twitter: @justice_mukheli

Tumblr: justicemukheli.tumblr.com

Website: justicemukheli.com

Facebook: Justice Rendani Mukheli

 

-Bridgette Makhela

Ami Faku On Music, Ebhayi And Imali Album

Amanda “Ami” Faku / 26 / Musician

Your music has fast taken the South African industry by storm, was this always your life plan?

It has been the dream, but you never really know so you always hope for the best. I am happy that the plan we had with my team actually worked out.

What does music mean to you?

Music for me is a human need. I define it as that because I always need music when I feel a certain way. It helps us function through life, it’s what we all need as humans and it’s what we connect with. It gives us hope and dreams, it’s such an important part of life.

What’s your favourite song at the moment from your album ‘Imali’?

I can’t really say I have a favourite song on the album, every song has such a special and significant meaning for me and why I made each song so it’s always difficult for me to answer such a question but I would pick ‘Ndikhethe Wena’ as it was the first ever single that introduced me into the industry.

What would you call your genre of music?

I would define my genre of music as Modern Afro Soul, that’s the kind of music I make.

What do you think South African musicians still need to learn?

We need to take collaborating with other artists (even if it’s through writing) very seriously. Being involved in the creation of your songs, knowing what you want and establishing your own style as an individual is something that we need to do more as South African musicians.

Any collaborations you’d like to be a part of?

I would love to be a part of any collaboration that I feel can see me grow as an artist, I’m open to any collaboration with anyone that I can find useful at that moment.

 Your ‘Ebhayi’ music video is truly beautiful…what’s the message there?

The Ebhayi music video portrays how I am happy when I’m back home, and how much home gives me strength and courage to continue working towards my dreams.

The one person that inspires you?

I’m inspired by a lot of people, I genuinely don’t just look up to one person. A lot of people have important roles in the journey of who I want to be. Caiphus Semenya, Chrronixx and H.E.R are some of the artists that inspire me.

Any exciting projects you’re currently working on?

Currently I’m just trying to do music, just like with my first album. I’m not trying to rush or have a deadline, whenever I feel like it and whenever I find time to do it.

How was your life like this time last year?

This time last year I was still creating music, trying to figure out my place in this industry and still trying to introduce myself. I look back now and it’s so amazing to see how many things have happened in a year.

 

Follow Ami Faku!

Instagram: @ami_faku

Twitter: @Ami_Faku

Facebook: @AmiFakuMusic

 

-Bridgette Makhela