Content creation is an intricate dance of creativity, strategy, and technology, where each step and turn must be executed with precision and grace. In the vast digital landscape, content creators are the storytellers, educators, and influencers who captivate audiences with their unique voices and perspectives. This art form requires a deep understanding of audience needs, a keen eye for detail, and an unyielding passion for innovation. South Africa, with its rich tapestry of cultures, languages, and histories, has become a fertile ground for content creators shaping the narrative and setting trends on global platforms. We delve into the art of content creation through the lens of some of South Africa's most exciting upcoming and established creators. Through exclusive interviews, we uncover the passion, creativity, and innovation driving these individuals to inspire, entertain, and inform. Join us as we explore the diverse voices and visions propelling South African content to the world stage, offering unique insights into the strategies, challenges, and triumphs of content creation in the digital age.
Jason Tomlinson
Jason Tomlinson is an excellent chef and food photographer known for his exciting approach to culinary arts and visual storytelling. With a passion for fresh, local ingredients, Jason's cooking style blends traditional techniques with modern flair, creating dishes that are not only delicious but visually stunning. His photography captures the essence of his culinary creations, highlighting the vibrant colours, textures, and details that make each dish unique. Through his work, Jason aims to inspire others to explore the world of cooking and appreciate the beauty of food.
What inspired you to become a content creator?
My love and passion for photography and videography and being able to create something that other people can enjoy.
How has your content evolved since you started?
The overall quality of my content has increased, my ideas are better executed, and I have a better understanding of the industry.
What are your long-term goals as a content creator?
To win a foodie award 🥇 but mostly to enjoy the process and have fun.
What advice would you give to someone starting out in content creation?
Don’t compare yourself to others. Be authentic, keep learning, stay consistent, and engage with your audience.
What's your approach to networking and building relationships in the industry?
Be kind and open. Don’t take things personally, and get outside your comfort zone.
Which platform is your favourite to use and why?
Instagram is the best app to share photos and videos, the best way to collaborate with other creators and engage with your community.
What challenges have you faced in your journey, and how did you overcome them?
A challenge was finding my own style in the beginning. You see many creators with a certain style of content, and just by looking at their content, you know it’s them. I just kept shooting and practicing with different styles until I found something that suited me.
What trends do you see emerging in your field?
I can see landscape videos coming to join the party and no more background music, just raw audio.
Ashley Irvin Robertson - Ashr Visuals
Ashley Robertson is a Cape Town-based content creator whose work primarily focuses on showcasing the breathtaking beauty of Cape Town from a bird's-eye view. Through the lens of his drone, Ashley captures the diverse landscapes and dynamic coastline of the city, highlighting the city’s natural beauty and charm. Ashley's content not only celebrates the city's scenic vistas but also inspires locals and travelers alike to explore and appreciate the wonders of Cape Town.
What inspired you to become a content creator?
Well, I have been doing photography and videography since 2011. In 2015, I started my YouTube channel and making videos here and there. In 2016, I started vlogging as vlogging became a major thing. I was also photographing a lot of events at that time, and from there, I started photographing fashion and portraits. 2016 was also the year I decided to split my Instagram account into 2, one @ashrvisuals for Travel/Lifestyle/Adventure and @ashleyirvinrobertsonvisuals for Fashion and Portraits.
What has been your most fulfilling moment as a content creator?
Woah, I have a few. Seeing my photographs published in international magazines was one of them. I also had the opportunity to create content for Footballer Marc Klok, who plays for Persib and the Indonesian National Team. Seeing the video I edited being played before a runway collection show on the main catwalk screen.
How has your content evolved since you started?
At first, I didn't really have a direction of what I wanted my content to be, look and feel like. It was all over the place because I was really trying to find my style and what I was comfortable with.
What are your long-term goals as a content creator?
To work with more creators, make content for incredible people, travel, and do some workshops.
What advice would you give to someone starting out in content creation?
Learn as much as you can, and don't be afraid to do that one piece of content. Stop scrolling too much, saying I wish my content were like that, and just go out there and create.
What gear do you shoot with?
Camera body: Sony A7III
Drone: DJI Mini 3 Pro
Lens: Sigma 28-70mm F2.8 DG DN Contemporary
Ervè Bukasa
Ervè Bukasa is a multifaceted content creator, podcaster, and YouTuber based in Cape Town, known for his engaging interviews with the vibrant people of Cape Town. Through his dynamic approach, Ervè captures the heart and soul of the city, offering insights into the lives and opinions of its residents. His podcast stands out for its in-depth discussions and has notably featured esteemed guests, including the Mayor of Cape Town, Geordin Hill-Lewis, reflecting his ability to delve into topics of relevance and interest to the community. Ervè's work shines a light on the vibrant culture of Cape Town, providing a platform for voices of all backgrounds to be heard and fostering a deeper understanding among his audience.
What inspired you to become a content creator?
I think growing up, I was always misunderstood. I decided to become a content creator to display my personality in a way that isn’t misunderstood.
What has been your most fulfilling moment as a content creator?
Besides all the people I’ve been able to bring joy to, I think being able to sit down with the Mayor of Cape Town and pass on an important message to the youth of our country is definitely a moment that stands out and means a lot to me.
How has your content evolved since you started?
Back when I started, I had just finished school. I had a lot of content for the younger community as I could relate to them, and it was very raw. However, over the years, I’ve grown as a person, and my content has become a lot more mature and a lot more professional as I have access to better facilities now than when I started out.
What are your long-term goals as a content creator?
My goal is to give people in Cape Town hope. I feel like there’s always been a lot of influencers in Cape Town but no real content creators who create long-form content for people to watch on their TVs at home with family. I want to inspire an upcoming creator to see that this is possible and that we all can achieve this because I am no different from them.
What advice would you give someone starting out in content creation?
The only advice I could give is to make sure that you are happy with the content you create from a moral and production point of view and remain consistent.
What's your approach to networking and building relationships in the industry?
I feel networking is very important. A wise man once said, "If you want to go fast, go alone but if you want to go far, go together." Being able to have people around me to collaborate with and also to learn from has allowed me to remain relevant for so long.
What piece of equipment or gear can’t you live without?
My phone is everything, from recording and editing to using it as a microphone. It’s a multifaceted tool that is essential to what I do.
What gear do you shoot with?
My promotional content is shot on a Sony A7S III with a DJI gimbal. I also use Rode Go Wireless Microphones.
Which platform is your favourite to use and why?
YouTube is my favourite platform as it allows your audience to fully commit to watching you, it allows them to fully explore your personality, and YouTube is the only platform that pays you directly without brands so it takes the top spot for me.
Cassidy Nicholson
Cassidy Nicholson is a rising star in the world of comedy content creation, known for her sharp wit and relatable humor. With a talent for observing the quirks of everyday life and transforming them into laugh-out-loud moments, Cassidy has quickly built a loyal following. Her content spans a variety of formats, from short sketches and stand-up bits to humorous vlogs and social media posts, each infused with her signature style of humor. Cassidy's ability to connect with her audience through shared experiences and comedic insights has made her a beloved figure among fans of all ages. Her work not only entertains but also brings a sense of joy and light-heartedness to her viewers, showcasing her as a true comedic talent to watch.
What inspired you to become a content creator?
The conversation for me was never to try to become a content creator. If anything, I was hyper-aware that everyone was in a constant state of fear during lockdown. The news was scary. Not being able to leave your house was scary. And DON’T get me started on not being able to walk your dogs! (Haha). So, I was puzzling with my mom one night, and we were watching Ard Matthews perform on his roof, and that inspired me. I just thought, “Hey, I have all these skills, why not put them together and then for a brief moment make people laugh/feel good?
What has been your most fulfilling moment as a content creator?
I am really honoured that I am a 2-time nominee for the Content Creator Awards. I placed in the top 30 in the world last year for the Cannes Film Festival (their 1-minute short film category), but all in all, just to see my audience's overall reaction to my content is insane.
How has your content evolved since you started?
To put it plainly, the production value.
What are your long-term goals as a content creator?
To have every piece of content feel like an experience. To have every piece of content make people feel something (doesn’t always have to be good either). To create a page that is wildly respected for what it is, a place of authenticity and fun. I’d also like to become financially secure but that’s obvious, no?
What advice would you give to someone starting out in content creation?
Find your light and clean your damn camera!
What's your approach to networking and building relationships in the industry?
When it comes to networking, don’t be scared to make the first move, and when it comes to partnerships and maintaining relationships, underpromise and overdeliver!
What piece of equipment or gear can’t you live without?
My phone and my tripod.
Which platform is your favourite to use and why?
Pinterest! Not only is it inspiring and motivational (like I can see myself doing shoots like that), but it is also a great referencing tool in business when you need the client to see your vision.
What challenges have you faced in your journey, and how did you overcome them?
I still have the really bad habit of comparing myself to other creators and MY OLD SELF actually. I am still learning to overcome it. If I’m being honest what has helped me is knowing when to rest when you need it because, my goodness, I am a lot more full of ideas and am less likely to care what other people think. If I just keep on pushing out content, I start to sacrifice the quality of work, and that’s when I start to look around. Does that make sense?
