I had the priviledge of attending the Women, Gender and Youth Directorate of the African Union Commission’s Women and Youth Financial and Economic Inclusion (WYFEI 2030) Initiative’s Creative Sector Cohort AfriTalent Southern Africa Bootcamp at the Southern Sun Sandton in Johannesburg, South Africa. The experience was nothing short of transformative, offering invaluable insights into leadership, financial literacy, branding, sustainability and authenticity within the creative sector.
The journey began with powerful reflections on leadership. We explored the essence of personal leadership, not as a title or position, but as a responsibility to serve, influence and create meaningful impact. I was reminded that true leadership is anchored in self-awareness, discipline and emotional intelligence and that even the least visible member of a team has the ability to lead through conviction and action. This understanding reshaped my perspective on leadership as a lifelong practice of service and purpose.
From there, we delved into the critical issue of financial sustainability. Practical lessons on assessing funding opportunities, refining business pitches and exploring alternative finance models highlighted the importance of financial literacy in transforming passion into thriving ventures. The emphasis on resourcefulness, documentation and the creation of financial reserves resonated deeply with me. I left with a renewed respect for budgeting and planning as strategic tools to unlock growth and long-term resilience.
Equally impactful were the sessions on brand management and culture. We unpacked the difference between branding and marketing, understanding branding as a long-term commitment to identity, trust and values, while marketing serves as the bridge to audiences. The idea that “culture eats strategy for breakfast” was a strong reminder that the heartbeat of any organization lies in its culture, which ultimately drives growth, retention and loyalty.
The bootcamp also provided an eye-opening exploration of sustainable business models and investment readiness. Guided by the brilliant Mmasechaba Dodo Motubatse, we examined how businesses must remain adaptable and resilient, crafting models that balance financial, marketing and operational strategies. Her emphasis on storytelling as marketing, connecting audiences not just to a product, but to its deeper meaning challenged me to rethink how I position my own brand. Her practical advice on pitching, paired with the innovative “speed mentoring” approach, showed how strategic networking can accelerate opportunities.
Another highlight was the focus on regional integration. Nozipho Hlophe’s presentation on unlocking market opportunities within the AfCFTA framework reminded us that Africa itself is a vast, interconnected market waiting to be explored. This session challenged me to think beyond immediate borders and embrace a continental vision for growth. Complementing this, Femi Taiwo’s session on organizational leadership emphasized systems thinking, alignment of vision and culture and the importance of structured teams and governance. Together, these sessions were a leadership and business masterclass that broadened my horizons.
Perhaps the most profound moment of the bootcamp came through the session with Lulo Café (Sikhululo Maliwa), a multi-talented creative and cultural entrepreneur. His reflections on branding went beyond logos and marketing campaigns, grounding branding in authenticity and identity. He reminded us that a brand is ultimately how you make people feel and that artists must root their identity in values and purpose. His personal journey, from DJing to building a multifaceted creative career, was a powerful testament to diversification, resilience and vision.
What touched me most was his commitment to nurturing new talent through the Lulo Arts Academy, proving that legacy is built not only through personal success but also through lifting others. His wisdom on balancing personal and professional identity, embracing technology responsibly and remaining authentic in a fast-changing digital landscape left me inspired to shape a brand that is not only visible but meaningful.
Looking back, this bootcamp was far more than a series of presentations, it was a journey of self-discovery, empowerment and practical learning. I walked away with a renewed mindset, sharper strategies and a clearer sense of purpose for both my personal and professional growth. The knowledge shared was not just theoretical, it was actionable, transformative and deeply relevant to the realities we face as creatives in Africa.
Above all, I am grateful for the opportunity to be part of this cohort, to learn from brilliant minds, and to connect with fellow creatives who share the same drive to redefine Africa’s creative economy. The AfriTalent Bootcamp has given me tools, clarity and courage to lead, to innovate and to build with authenticity.
