The many shades of black

When you say ‘seasons’, I hear ‘Winter, Summer and just 1 day of Spring’, when you say ‘BMW 7 Series’, I hear ‘BEE’. Research specialist Lebo Motshegoa navigates a trip into the township and the mindset of the burgeoning black middle class…

One of the plusses of living in a multi-cultural country like South Africa is the diversity in language and customs. Admittedly, few media channels can compete with radio’s unsurpassed ability to connect with all listeners in all languages from Pedi to patois.

Foshizi MD Lebo Motshegoa demonstrates radio’s fit in the nuances of each, with eye-opening and sometimes light-hearted insights on the shifts taking place in the townships, as well as what black youth are into. Click here for the must-see videos, or simply take note of the points below;

What you need to know about black youth…

• It’s no longer taboo to listen to 5FM. Personalities such as DJ Fresh have blazed a trail in making stations such as these accessible to black youth.

• They are very in tune with what’s happening. This is spurred on largely by music. They are followers of Rock as well as the acid jazz music scene. They attend these events because people who go to them are perceived to be cool, clean, sophisticated.

• Their most popular media channels are Facebook, SMS, and radio before TV

• 30 is the new 50. If you haven’t achieved everything you’ve set out to by age 30 – you’re old.

• Not content with brands who won’t offer them recording deals, this new group of trendsetters are entrepreneurial. They’ll create their own bedroom studio or even start their own T-shirt printing business.

• Soweto’s no longer a township – it has a speed trap nowJ.

• Brands need to start showing that they care. Black consumers are no longer fooled by the allure of brands. “Either a brand shows that it cares or it must voetsek”. Some of the brands identified as those doing this well include; Coca, Cola, OMO, Shoprite, Pick’n Pay.

• What they’re saying is; “Look elsewhere for stories. We’ve moved on.” Don’t do ads that reflect how things used to be. Copywriters, take note and have your finger on the pulse. Better yet – spend a week in the townships to really get a sense for how things change daily. Learn the language, or at least familiarise yourself with the lingo they’re speaking. You can’t view the world from the boardrooms. “I’ve done my ads, I’ve won my awards” – is not going to work. Radio is alive. It allows you to adapt and evolve as quickly as these young people are.

Some brand names and interpretations that have become the lingua franca in the townships…

More insights on the townships…

1. Firstly, Soweto is not the only township in South Africa. A lot more infrastructural developments are taking shape in townships, most notably the construction of malls such as Jabulani and Maponya.

2. There are 4 different types of townships:

Ø  Struggling township, high unemployment

Ø  Emerging township with shopping centres

Ø  Emerged townships found on the outskirts of townships

Ø  Suburban township – this is where you can have a party/ bash without sending a letter to the body corporate

3. Black people ‘know’ of only 3 seasons; Winter, 1 day of Spring (the 1^st of September), thereafter it’s Summer.

4. Life in the townships is not limited. Black consumers have cottoned on to whiskey in the house (made popular by the soapie, Generations), washing machines, designer kitchen ware and clothing, and low-fat food. They buy dog food – although dogs are still not allowed in the house. They know how to enjoy the best of both worlds, like magwinya (vetkoek) with green tea and pasta with atchaar.

Brush up on your township lingo!

Ø  Last of Last week – means the week before last week

Ø  Next of next week – is the week after next week

Ø  ‘number-number’ – a hot song/ track

Ø  Pakistan – a voluptuous woman, with a big bum

Ø  I’m sure – I suspect

Ø  MVV – mooi van ver – one whose’s pretty from a distance

This is the township, so just as there are different types of townships, there are just as many types of men…

‘uncle’ - is who you go to for marital advice/ life lesson, he’s wise

‘bra’- he’s the walking encyclopedia, knows all the facts

‘ta’- knows someone who knows someone, he’s the guy most likely to ‘hook you up with a license’.

Let’s face it, this market is SA’s future. Most importantly, brands needs to be in there. With radio and a deeper understanding of the market, you can be that brand.