First-ever controversial podcast for Msanzi's youth
Jacaranda FM, her sister station East Coast Radio and the International broadcaster Deutsche Welle (DW) has joined forces. And, the result is the launch of a new South African podcast, ‘Don’t hold back – say it Loud.’
How the podcast came about
The podcast is specifically for Msanzi’s youth and revolves mainly around self-discovery. From battling debt and suffering gender-based violence, to toxic relationships and fighting depression, the first-of-its-kind podcast covers a whole spectrum of real-world topics. In addition, it boasts a well-known health activist as presenter. Famous for her HIV/Aids activism and YouTube channel, Nozibile Qamngana-Mayaba creates a safe space to discuss taboo topics that matter.
Deirdre King, Managing Director at Jacaranda FM says: “Our unique international collaboration began in March this year once we established that we had similar goals and aspirations for creating a benchmark podcast for South Africans aged 20 to 35. The rest is podcast history!”
Initially, the team carried out extensive market research in the form of in-depth empathy interviews with South African podcast listeners in the target audience. According to King, this gave them a clear indication of what matters to these young South Africans. Among these were things that keep them up at night, as well as what their hopes and dreams are. Eventually the common themes guided them on which topics to develop into podcast episodes.
The aim is simple
The aim of the ‘Don’t hold back – Say it loud’ podcast is simple: Empowered action. In fact, Nozibele Qamngana-Mayaba says they are creating this space to discuss contentious issues in a way that is relatable. “…Once you can relate, I think it’s easier to see yourself take action,” she says. “There is no quick fix to a lot of the issues we discuss, but if one story triggers an empowered mindset or an ‘aha’ moment, listeners will take action to overcome their own adversity.” In the end, she believes you just need a safe space to start.
King says the podcast targets urban youth who are usually the breakout start of the family (first to be University educated). “These youth feel a lot of pressure from their families who live in rural communities to start a successful career,” she says. Whilst dealing with this and the pressures of their studies, they also want to learn how to develop their careers and personalities. Sooner or later, this leads to them feeling isolated. In fact, some already listen to daily podcasts to start their day with positive energy. King says many of them battle with anxiety and depression, with little or no access to professional help.
Says Nozibele: “The fact that this exists is so exciting!” She says her younger self didn’t have a platform on which she could listen to people sharing their knowledge and lessons. “It really is a dream project come true for me.”
You can listen to the podcast here.
