Taking a threat and diverting right into a profession change, multitalented Sibu Mabena went in opposition to all odds when she ventured into the dynamic artistic leisure area.
She paved her approach to the highest of the ladder – operating her personal company, Duma Collective, specialising in scriptwriting, artists and the administration of influencers.
Mabena, who grew up in Johannesburg and Pretoria, holds a political science and worldwide relations diploma and is now the founder and director of a artistic and promoting company which works with South African creatives. She is the proverbial, self-assertive, gifted black lady with a vibrant character.
“There are 30 whole years of Sibu Mabena [in my agency],” she says. “I used to be 16 after I began making a living from dancing as a choreographer and coach. I might cost R10 an hour per baby. That translated into R10 per hour instances three hours instances 24 children per rehearsal session.
“At the end of the dance term, the studio owner would collect my earnings from parents on my behalf and hand me an envelope full of cash. I knew I was on to something when I received my first R4 500 for doing what I loved, teaching kids, and sometimes even their parents, how to dance.”
Her workplaces are in Melrose Estate in Johannesburg. “I was able to start Duma Collective on the back of things I liked to do,” she mentioned.
With being within the promoting and inventive spectrum for 15 years, Mabena has labored with quite a lot of artists and brands, some involving social media, eventing and inventive route for dwell performances.
“I was involved in projects such as the Samas, Mama’s and Glow Cafe awards in Nigeria,” she says. “And now 15 years within the sport with 44 workers – this communication company now stands and I’m on the head of the desk.
“I have the privilege of being able to connect brands to their audiences.”
In phrases of constructing connections, Sibu Mabena says being a freelancer landed her in conditions the place she discovered herself working in so many tasks and “if you’re smart about it, you create relationships that last beyond the job”.
“In my time working as an event freelancer as well as a choreography freelancer and a bartender at a club in Sandton, a lot of artists, event promoters, brand managers were all converging. I made a point of creating relationships with these people and I have maintained them over the years.”
Mabena says her femininity allowed her to have a unique output in operating her firm. Duma Collective outlined itself as “relationship experts” – as a result of “this is an industry of relationships; you work with people and not objects”.
“It really is about the work you do, how people feel and experience you which determine where your next job is coming from,” she says.
With an business largely dominated by whites and males, Mabena says it was an attention-grabbing time to be a younger black feminine in promoting.
“The barriers to entry into the advertising industry are decreasing,” she says. Mabena famous her challenges allowed her to stand out and compelled her to work tougher at being glorious. “It is a matter of coming to the table, maintaining your seat, keeping it and opening up opportunities for other people,” she says.
Mabena says it is vital to begin revolutionising the business to converse to wants of the folks of the day.
“What was relevant 20 years ago has changed now,” she says. “As a woman, it becomes a very heavy responsibility to work hard to change something that has been institutionalised for so long, so that is how it feels like to be a woman here.”
As each enterprise got here with its battles, Mabena says the struggles with Duma Collective have been many, primarily as a result of it dealt with “a people-centric business” which was treasured in giving younger folks a chance to enter into the business and thrive.
“With that comes marrying inexperienced people with experienced people in an industry which solely wants only experienced people,” she says.
“How are we going to get to experienced people if we don’t give those who do not have it a chance? We have situations where there are so many things to teach people, but not enough time.”
Mabena says her household and her associate are supportive and she or he comes from a household full of entrepreneurs and arduous employees.
“It is because of them I work this hard; they understand and have given me the grace, while also keeping me very grounded”.
“My mom worked really hard until retirement and she is the reason I work so hard, while my dad is still working now, even in his retirement,” she says.
Mabena mentioned there aren’t any gender energy points inside her relationship.
“My partner knows where I come from, my dancing and bartending days to being this head of this powerhouse agency and the reason we are together is because of that understanding,” she says. “We spoke about this upfront that I will not be able to dim my light for any reason and it is his understanding which had led to things working out, whereas in my past relationships, it was a problem.”
Mabena says society doesn’t train boys how to coexist with women and it’s not the norm any extra for males to lead and ladies to comply with.
“Now anyone can lead or follow,” she says. “It is that understanding and constant reminder that it is okay to not be what society said you would be. Just be what works for you and your environment.”
Mabena says she likes speaking, listening and exchanging conversations along with her purchasers and the work they do which included analysis.
“Being an example to other black people in general is a big achievement for me that with enough hard work, a little bit of luck and a lot of prayer, one could actually get things done and done well,” she says.
“Lastly, staying alive in a time where it is very easy to just quit.”
– lungas@citizen.co.za
