Unlocking economic potential for the youth in Africa-76 Media
On this exciting edition of Carob magazine Africa, we talk to media guru and king of the airwaves, founder and director of 76 media Mesia Gumede. We talk to him about his business, career and journey in radio.
Carob magazine Africa: Who is Mesia Gumede? Where were you born and how was it like growing up there?
Mesia Gumede: Mesia Gumede is the child of the almighty God, son of Kedibone and Ntate Nkomo, born in Leratong hospital, I grew up in the dusty streets of North West, always thought I’d grow up to become a scientist or a musician… But becoming a musician would have never worked out because I sing like a hyena… (laughs)
For my high school I was taken to Cape town by my mother’s employer where my mother was a domestic worker. That is where my dreams kind of took another shape. I joined a drama class at my school (Fishoek senior high) I did theatre, I did a musical called who killed jimmy valentine which was staged at the Baxter theatre. Back then my driver was Mark Loitering.
Carob Magazine Africa: When did your love for media begin?
Mesia Gumede: My love for radio started in High school. There was a radio station called CC FM and one of the guys I was in a church group with was a presenter there, he called me up to accompany him to do his radio show and he got naughty and got me ON AIR to say something. And the rest was history… The manager the next day got hold of my number and called me, I thought I was in trouble, instead they asked me to come in and read a bible verse. Moments later they called me and told me that they wanted to train me to become a radio presenter. That is where my journey in radio started… I ended up having my own show at CC FM, around 1997, and ever since then, I never stopped radio. I continued my ambitions for radio in JHB. Fortunately I got to do ‘Voice of Soweto’ as a radio presenter. I was grateful for the opportunity even though it was not a paying job. So I would work at night from 10pm to 2am, sleep there wake up and go do my day job, for a year I slept on the couch…
After 12 months my ambitions paid off, I went back to Cape Town to join P4 FM. I also still continued with my acting as well. I did stints with Joe Mafela for Madam & Eve. During that time I also worked on my biggest production with the late Patrick Swayze called ‘King Solomon’s mines.’
My program manager at P4 FM was Neil Johnson who had just moved to JHB to join Kaya Fm. He organized me to come to JHB to join Highveld radio 94.7. Neil Johnson took me days before my training at Highveld and that is how I joined Kaya FM and became head of music.
Carob Magazine Africa: Tell us about 76 Media, when was it founded?
Mesia Gumede: 76 Media was born same year I joined Kaya FM in 2013. At the time we were a photography company calling ourselves “Diphoto” with Jeffery Rikhotso, our first billboard job was with Kaya FM where we shot a John Perlman and Bob Mabena billboard.
While working at Kaya FM as head of music I also started unplugged music sessions which had a list of amazing artists like: Afroraction, the likes of Ntando, Lira, Zonke, Zakes Bantwini, Black coffee, Zahara, the list goes on and on…
After a few years at Kaya I resigned to pursue 76 media full time. I organized youth music festivals, developed a lot of artists and continued to shoot documentary films, producing high profile events for major clients like Nelson Mandela Foundation, Thabo Mbeki Foundation, COJ and many more.
Carob Magazine Africa: What services does 76 Media offer?
Mesia Gumede: We are documentary specialists, we love telling the stories of our people in the most respectful way possible using their own narrative. We give them a platform to tell their stories in their own way, we also do creative radio campaigns which include translating all 11 languages in south Africa including Khoisan language. We produce adverts, brand activation campaigns, commercial photography and live streaming services.
Carob Magazine Africa: If you had not been in the media industry what do you think you would be doing?
Mesia Gumede: That’s a difficult question because singing wouldn’t have worked even if I loved it (laughs). But somehow I would find a way to be involved in music. I would be a music producer or I would be playing keys in a band!
Carob Magazine Africa: You recently celebrated more than 25 years in Radio, How did you manage to stay on top?
Mesia Gumede: Forever being humble and forever knowing that I have been kept on because of the respect I have for my listeners and my managers, mentors like Bob Mabena, Neil Johnson, Clive from K FM and Given Mkhari of Power FM. Secondly I don’t work for money, I work for passion, money always follows.
Carob Magazine Africa: As a leader and business owner what do you think is the most important quality that someone must have to make it in the media industry?
Mesia Gumede: Lead to be led, you can’t really know it all. You need to understand that there is no overnight success. Follow your heart, don’t be swayed, continuously educate yourself.
Carob Magazine Africa: What advice would you give to someone who is looking to follow in your footsteps?
Mesia Gumede: To never be afraid to start from the beginning. To never be afraid to start from scratch. Because we get delayed by our own fears. Start now, tomorrow is too late.
Carob Magazine Africa: What is your dream for Africa?
Mesia Gumede: My dream for Africa is unity, unity that goes beyond words and manifests in action… If we can embrace each other as customers, promote both small and large businesses and remove unnecessary trade barriers across boarders we would unlock unimaginable economic potential. We can learn from how soccer and music are uniting Africa and elevating our global image, and strengthening our economies. Imagine if we applied the same energy and solidarity to building business, technology and trade…My dream for Africa is more support for technology start ups especially those led by the youth.