Swazi Observer

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SIBONELO TALKS TEA PODCAST JOURNEY

By Nokwanda Sibandze | 2024-11-10

TEA Podcast founder sibonelo reflects on journey, Challenges, and impact on eswatini’s entertainment landscape.

As podcasting gains momentum globally, Eswatini is witnessing its own surge in digital storytelling, with local creators like Sibonelo Mkhombe and the TEA Podcast pioneering this medium to give voice to underrepresented communities.

In a recent interview, Sibonelo discussed the inspiration behind his show, the challenges he’s overcome, and the impact he hopes to make on Eswatini’s cultural landscape.

Since its launch in 2020, TEA Podcast has become a key player in Eswatini’s entertainment scene, resonating with listeners eager for fresh perspectives on pop culture and local talent.

Sibonelo shared that TEA Podcast was born from a desire to spotlight Eswatini’s entertainment sector, which he felt was underrepresented in the mainstream media.

“The inspiration for TEA Podcast came from a deep passion for storytelling and a desire to spotlight Eswatini’s entertainment scene,” he explained. Noticing a gap in media representation for local talent, he saw the need for a platform that would give artists, creatives and thought leaders a voice.

With his background in business administration and experience managing TFE Studios, Sibonelo was able to turn this vision into reality. As one of the first podcasts dedicated to pop culture in Eswatini, TEA Podcast reflects a broader trend of youth-led media projects emerging across the country.

While podcasting is still relatively new in Eswatini, the medium is quickly becoming a popular choice for creators eager to reach audiences on their own terms.
Many young people, seeing the success of podcasts in other parts of the world, are exploring the format as a way to discuss everything from cultural trends to social issues, adding diversity to the country’s media landscape.

Diving into
Eswatini’s Entertainment
and Culture
TEA Podcast primarily focuses on Eswatini’s entertainment industry and broader pop culture themes, topics that Sibonelo considers essential for representing the spirit and vibrancy of the youth in Eswatini.

“These themes capture the energy of Eswatini’s youth,” he said.
“They’re not just about entertainment; they’re about creating a platform to highlight local talent and relevant discussions.” By emphasising quality production values, TEA Podcast has set a high standard in Eswatini’s nascent podcasting industry.

Through his experience with TFE Studios, Sibonelo has been able to bring professional-grade media production to the podcast, giving it a polished edge that stands out in an emerging industry.

This dedication to quality has not only built a loyal audience, but has also attracted interest from the media producers and other creatives in Eswatini.

One of the milestones Sibonelo is most proud of is TEA Podcast’s growth into a trusted source for cultural commentary in Eswatini. “Seeing the podcast evolve from just an idea into a platform, where our audience feels informed and connected is incredibly rewarding,” he shared.

TEA Podcast’s growth has been marked by a consistent audience that engages deeply with the content, something Sibonelo views as a validation of the work he puts into every episode.

Podcasting is still a developing medium in Eswatini, with most creators working independently and with limited resources. TEA Podcast has helped demonstrate the potential for podcasts to become mainstream platforms in the country, encouraging others to explore this digital space.

Overcoming Challenges in a New Industry
Starting TEA Podcast was not without challenges. Sibonelo admitted that, as with many independent creators, limited resources and the struggle to build an initial audience posed significant hurdles.

“I faced challenges typical of many creators—limited resources and the need to establish a loyal audience,” he recalled. By focusing on delivering high-quality content, he was able to attract listeners, who appreciated the professionalism and dedication he brought to each episode.

In Eswatini, where traditional media still dominates, podcasting faces unique obstacles. Many podcasters work without institutional support and must rely on personal networks to build an audience. Sibonelo’s approach—ensuring each episode is well-produced and engaging—has helped TEA Podcast gain traction.

He has also been hands-on, managing production, marketing and content creation.
“Being hands-on and learning to manage various aspects of production independently has been key in building a sustainable platform,” he said.

Eswatini’s podcasting scene, though young, is increasingly vibrant, driven by creators who see podcasting as a way to break free from conventional media restrictions. “Eswatini’s podcasting scene is young, dynamic and full of potential,” Sibonelo explained.

“Watching local creators embrace this medium motivates me to elevate our content and maintain local relevance.”

In recent years, podcasts have gained traction among Eswatini’s youth, who are eager for platforms that speak directly to their experiences and challenges.

While data on Eswatini’s podcasting industry is limited, anecdotal evidence suggests that the youth is tuning in to podcasts in larger numbers as access to smartphones and the internet grows.

TEA Podcast’s success reflects a broader movement in Eswatini where creators are using digital tools to create media that is locally resonant yet globally connected.

Building Credibility as a Young Podcaster
For young podcasters in Eswatini, establishing credibility is often a journey, and Sibonelo acknowledged that his path has not been without obstacles.

“As a young podcaster, building credibility in an emerging field has been a journey,” he admitted. Since podcasting is still finding its footing in Eswatini, gaining partnerships and establishing a foothold have required persistence.

Rather than being discouraged by these challenges, Sibonelo focuses on creating consistent, valuable content. Sibonelo believes that the work he and others are putting into the industry will pay off as podcasting continues to grow.

He expressed confidence that TEA Podcast’s reputation will thrive as the local industry becomes increasingly supportive of young creators.

With more youth embracing the medium, he predicts that Eswatini’s podcasting scene will continue to evolve, creating new opportunities for collaboration and growth.

Evolving
Resources and Production Quality
When TEA Podcast began, Sibonelo started with basic equipment, a common reality for many podcasters in Eswatini.

“Initially, I started with basic recording tools and editing software,” he recalled. As the podcast gained traction, however, he was able to invest in better equipment, enhancing audio quality and improving the listener experience.

TFE Studios’ support has been critical, providing the professional setup needed for TEA Podcast to maintain high production standards. In Eswatini, access to quality equipment can be a barrier for many podcasters.

Yet, as podcasts like TEA Podcast succeed, they set a precedent that investing in quality pays off.
Sibonelo’s story reflects the dedication of local creators who work to improve their craft despite limited resources, contributing to the rise of a professional podcasting culture in the country.

Sibonelo carefully chooses topics based on what’s trending in Eswatini’s entertainment industry and selects guests who bring unique perspectives and influence to the conversation.

“Topics are chosen based on their relevance in the entertainment industry and pop culture, while guests are selected for their unique insights,” he explained. His background in business planning has been invaluable here, allowing him to anticipate what will resonate most with his audience.

By focusing on topics and guests that elevate the podcast’s cultural value, Sibonelo has been able to connect deeply with his listeners.

This strategic approach has established TEA Podcast as an important voice in Eswatini, reflecting the interests and values of its audience.As with any public-facing media, TEA Podcast has received its share of criticism.

Sibonelo shared that his business background has equipped him to handle feedback constructively. “Feedback is essential for growth,” he noted.
He takes the time to analyse criticism, adapt where necessary and continue producing content that aligns with TEA Podcast’s mission.

For many podcasters in Eswatini, handling criticism is part of the growth process. As audiences become more accustomed to podcasts, creators are finding that constructive feedback can help them refine their content and better serve their listeners. Sibonelo believes that podcasting has the potential to shape youth culture in Eswatini by amplifying young voices and fostering community.

“In Eswatini, where youth are hungry for representation, podcasts like TEA Podcast foster a sense of community and engagement,” he said. By sharing diverse viewpoints, Sibonelo hopes to empower young people to explore new ideas and celebrate their cultural heritage.In Eswatini, where traditional media often overlooks youth perspectives, podcasts offer a fresh platform for young people to share their stories.

Sibonelo’s focus on youth culture reflects a broader trend in Eswatini, where podcasting is increasingly seen as a medium that can shape the future.

For those interested in starting their own podcast, Sibonelo advised, “Start with the tools you have, stay consistent, and prioritise authentic content.”

He emphasised the importance of understanding one’s audience and staying committed to the vision. By focusing on growth and remaining open to learning, he believes young podcasters can find success.

Looking ahead, Sibonelo envisions TEA Podcast becoming a leading voice in Eswatini’s entertainment scene with a growing reach across Southern Africa. He plans to expand the platform into multimedia, incorporating visual content and live events.

“By continuing to push boundaries, I hope to make a lasting impact on Eswatini’s entertainment landscape and inspire the next generation of creators,”

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