Welcome to Episode 33 of The Incredible Machines Podcast! In this thought-provoking conversation, Jon Oliff and Luke Holden sit down with Mzokhona Gumede, a radio presenter who grew up on a farm in KwaZulu-Natal, South Africa, in a polygamous family. He shares his challenging upbringing, early fascination with radio, and determination to escape rural life.

Through perseverance, Mzokhona built a successful radio career, growing audiences and embracing both traditional and digital media. In this conversation we explore the evolution of radio, the importance of community, and the role of women in personal and professional life, offering insights and advice for aspiring broadcasters in today’s changing media landscape.

Whether you’re an aspiring broadcaster, a podcaster, or simply passionate about media, this episode distils the most valuable lessons each packed with actionable advice and nuanced perspectives. ⏱ Timestamped Overview

00:40 – Introduction 01:04 – Family Struggles and Hard Work 03:16 – Dreams of Radio 03:54 – Siblings and Family Structure 04:26 – Pursuing Radio in Durban 05:22 – Love for Radio 07:32 – Radio as Escape and Inspiration 09:19 – Favourite Radio Presenters 09:48 – Radio’s Commercialization & Learning 12:09 – Writing a Book and Storytelling 14:20 – Processing the Past 16:00 – Reflections on Polygamy and Family Support 17:34 – Proving Oneself and Finding Community 18:44 – Early Radio Career Challenges 22:14 – Breakthroughs and Career Growth 24:04 – Measuring Radio Success 25:15 – Building a Personal Brand 27:16 – Impact of Social Media 28:38 – Radio vs. Digital Competition 38:18 – Intuition and Target Audience 41:26 – Responsibility and Content Choices 45:06 – Advice for Aspiring Radio Presenters 47:29 – The Future of Radio and Digital 49:17 – Visual Trends in Podcasting 01:00:35 – Changing Family Dynamics 01:05:40 – Advertising and Audio Branding 01:11:44 – Trying New Things and Embracing Failure 01:15:58 – Women as ‘Incredible Machines’ 💬 Quote of the Episode

“Radio made me believe there was something bigger out there.” – Mzokhona Gumede 🧠 Related Campaign Example Kulula’s “Jetsetter” TV Campaign — Mzokhona Gumede relates to its simple, straightforward messaging and how it uses humor and relatability to convey the benefits of the airline’s rewards program. He appreciates the ad’s choice to feature an ordinary person as the central character, making the rewards feel accessible and memorable.

Kulula’s “Jetsetter” TV Campaign: kulula Jetsetter TV - new groupie ad - YouTube

👣 Relevant Links LinkedIn: https://www.linkedin.com/in/mzokhona-gumede-84510532/ Facebook: https://www.facebook.com/mzokhona.gumed Instagram: https://www.instagram.com/mzokoloko/ YouTube: https://www.youtube.com/channel/UCJfzOm0ejxRY5XMYlYlpT8g 🌐 Connect with Tim Africa

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