Mihlali Ndamase On Content, Influencing And Beauty In The Digital Era

Mihlali Ndamase / 22 / Certified Makeup Artist, Brand Strategist, Beauty Content Curator & Co-Founder of Siyasizana Foundation

Content: What does this word mean to you?

Documenting and sharing what brings fulfillment to you.

In this era of social media, how did you become a Digital Entrepreneur?

As my brand grew, I started to understand it’s value and the value it brought to the brands I collaborated with, that’s when I decided to turn content curating into a business.

You’ve made a big name for yourself within the beauty space through your YouTube channel, has this always been your passion?

Yes it has, I started watching Beauty YouTubers at age of 15. I drew a lot of inspiration from them when I finally decided to start my channel.

What does it mean to you to hold an Influencer label?

Being an Influencer means to have the ability to influence the purchase decision of others because of one’s authority, knowledge, position and relationship with their audience. Being regarded as one is honestly such an honour, especially when you work on such platforms, it benefits your business immensely because brands are then able to trust you with their product.

What does a typical day look like for you?

Every day is different, it honestly depends. Sometimes I wake up, go to the gym, come home and shower and begin filming or shooting content. Other days I have shoots in studio or outdoors, depending on who I am shooting for and what the style of the shoot is, then there are meetings in between. Some days are purely for relaxation and unwinding. I either spend them at home alone, or out with friends or family.

You’re the co-founder of Siyasizana Foundation, what is it all about?

Siyasizana Foundation is a non-profit organisation which was founded by myself and Dineo Nono in 2017. We focus on addressing various needs in society, our projects consist of assisting everyone. We have worked closely with Thusong Youth Centre in Alexandra by throwing annual Christmas parties for the children, feeding them and supplying them with uniforms, clothes and blankets for the Winter season. We have also done baby drives (where we supply homes which house abandoned babies with food and clothing), pad drives, Winter clothing drives and book drives. We aim to grow and continue to empower men and women in our community and some day across South Africa.

Congratulations on winning the Cosmopolitan ‘Influencer of the Year Sparkle Award’, some advice to young ladies that look up to you?

Be very persistent in following your dreams, don’t let anybody tell you otherwise because your dreams are valid.

Pick one: Travel or Fashion?

Surely picking one should be illegal! I would have to go with travel.

Any exciting projects you’re working on for the rest of 2019?

More Masterclasses are to come, look out for ‘Beauty and The Beat’ in Durban, Cape Town and all over South Africa. I am also working on some exciting products and there is more growth and expansion to come for the Mihlali brand, I can’t give away too much so keep a lookout!

 

Follow Mihlali!

Instagram: @mihlalii_n

Twitter: @mihlalii_n

Facebook: @MihlaliiNdamase

 

-Bridgette Makhela

Naledi Sibisi On Content, The Throne And The Mobb

Naledi Sibisi / 26 / Editor-in-Chief at The Throne Agency

Content, what does this mean to you?

Quality, value, tact and reception. Beyond how you carry and pass on information, I think content (creation and marketing) has more to do with how much you captivate and keep your target audience. The people behind the content have to be in the know; research, be on top of trends, understand what is happening in their industries and address or influence their audience through that knowledge. I think that really great content has more to do with the audience than the creator or marketer in the end. Your audience is ultimately who keeps determining what content is and how it translates.

It took you how many years to get to this point?

In theory, eight years. In practice, I would say about three years.

The Throne & The Mobb are dope, give a synopsis…

They feed each other but they also stand alone. Both The Throne and The Mobb explore entertainment, fashion, art and culture in a South African context. The agencies study cultural insights and influencer relations in order to serve as a voice for the contemporary urban and creative landscape. Most importantly, they are 100% Black female owned – aiming to reshape and rethink the creative industry and dynamic for the generation coming on board in the future.

What’s an Influencer to you?

Someone who has the ability to affect how you think and feel about products or services and can ultimately control your purchase power as a result. It goes beyond the surface level and pretty pictures on social media. An influencer is someone who has built up a following based on who they are, what they know and has identified their niche. As a result, brands can use this knowledge and audience loyalty to collaborate with them for marketing purposes to achieve their specific objectives. Influencers are assets.

Writing, it’s either you have it or you don’t. Agree?

Yes and no. I think as with any creative field it’s part ‘gift’, part passion and equal parts practice. You have to constantly study and practice your craft as much as you are passionate about it. You can have a natural flair for writing but if you are not pushing yourself, studying other writers and researching, you don’t have it.

South African social media platforms that praise and promote females, do we have enough?

More than enough. We need to keep promoting and praising them more. Above that, we need to keep putting more women in influential positions and positions of power. The gatekeepers of said platforms are still predominantly male. Life is about balance, it needs to apply in quite simple and complex contexts.

They say the hustle never stops, do you ever stop working and just chill?

I think that when you love what you do, you become a workaholic by default. It’s always important to take time out. I make it a point to not check work related things after a certain point. If it’s urgent, it can find me at 5AM lol.

How would you want to change another person’s life through the work you do?

To keep being a source of inspiration or reference on a large scale. In the near future when I feel I have established myself, I’d definitely like to take a group under my wing; I suppose like a mentorship. I think that knowledge is best when it is shared. I want young people specifically to be able to enjoy the fruits of my labour and pass that on.

Where can everyone find your movement, handles?

Instagram: @thethronesa / @themobb_sa

Twitter: @TheThroneSA / @TheMobbSA

Website: www.thethrone.co.za / https://www.thethrone.co.za/the-mobb/

 

–Bridgette Makhela