By Kabelo Mollo
It’s a combination of back to school, back to work, and back to normal. The holidays are well and truly over and now we’re left to make means for the rest of this quasi month called January.
It’s a clean slate to be fair. We’re all wishing that this is the beginning of post-Covid times. Our neighbours South Africa have done away with the curfew and have about a hundred thousand or so active cases of Covid-19, few of which are serious and require hospitalization. Here in the kingdom it feels a bit the same.
I haven’t heard of major outbreaks anywhere and in terms of situation on the ground at least, it feels fairly normal. Nobody is saying it because we’re all weary of a variant breakout but, sheesh, thank you Omicron, you were the kindest of the variants to date. We had a wonderful festive break with friends and family, and managed to really enjoy the down time. Champagne breakfasts, punch after brunch and shots post dinner. My family is a whole vibe.
My wife told me this week’s column had better be more upbeat than last weeks, though she understood the therapeutic nature of my previous effort. So, with her words ringing in my ears and excitement coursing through my veins I start this year optimistic (once again) because I’m the eternal optimist. I always believe, and being a Manchester United fan that has always been my default setting. The glass has always been half full.
My optimism isn’t blind though, it is supported by tangible variables. Here’s what I’m optimistic about. I really feel like this is the year the creative economy will come alive in this once great kingdom. I feel sure that the current and new players entering the creative space in whatever capacity will find fertile land for their ideas. The time as has often been expressed is now!
I spent some of my off time working and reworking a proposal that was less about the figures, and more about the impact of what such a deal could make. Impact is a big word, and I hope our potential partners understand that. Moving the proverbial needle is a necessity and because we have this blank canvas of a new year, why not use it effectively? Often change doesn’t come in one big thing. Often it’s a series of small movements that add up.
Exponential growth, it starts off miniscule but before you know it, it’s a whole wave of change. I have submitted this proposal and am hopeful it was will be looked at favourably. I think it’s time we started reading about lucrative endorsement deals and sponsorships in our domestic market. I think it’s time we started pairing brands with “celebrities”. Since I’ve interacted with Basotho-so all my life-they have been reticent to recognise a celebrity.
Particularly one who is local or from neighbouring countries. The only celebrity that’s been duly recognised in my memory is Michael Dudikoff who was here in the early 90s shooting American Ninja 4. But other than that, Sankomota and its band members might have been appreciated but hardly celebrated. Bhudaza the same, while the likes of Ntate Stunna, Malome Vector and the supremely talented Juvy are just seen as guys who produce good music. I won’t even start on a legend like ntate Meshu Mokitimi.
This is the year we begin to change all that. This is the year we pair ntate Meshus likeness with a product and sell said product. This is the year Ntate Stunna who is actually well placed to reap this reward not only produces a jingle for a Big brand, but actually gets paid big bucks for his ambassadorship. We want to read about Juvy scoring big with a local endorsement deal, and we want to hear about “The BIG Time” securing six figures in sponsorship.
The value is there to be extracted for the brands out there. For too long our personalities have gone without recognition. The comedian known as Skafthin is a friend of mine. On of the most talented and hard working guys in the creative economy, it’s time for him to start earning what his likeness is worth. Isthamista aka Lemekoane is the hardest working creative in the game. I have no qualms saying that, he too needs to see that worth in bills from the central bank. In 2022 we stop playing small. In ’22 while pandering to our masters we also say “here we are, here’s our value, pay us what we’re worth!” The optimist in me says it’s coming.
I have chosen the creative industry because it’s the one I play in, but I believe this is true for all Basotho led spaces. I’m expecting a breakout year for the cannabis business and am watching a few local players in the petroleum and energy arenas. Small businesses will mutate to middle sized entities and startups will become prosperous small businesses. It’s the year for growth and transition. It’s the year for big dreams being fulfilled. There’s a lot coming this year. I hope y’all are ready!
