A Katlehong entrepreneur is fighting unemployment through creative entrepreneurship after struggling to find a job since obtaining his qualification in public relations from the University of South Africa (UNISA) in 2015.
Entrepreneur Sthembele Njobo, 32, from Ext 3 Palm Ridge, Katlehong, was recently honored with a certificate of recognition from Inside Education after making it into the 100 South African Shining Stars 2022, under the Business and Entrepreneurship category. .
Njobo said he was nominated for his initiative called Taxi TV, which is meant to advertise, target startups and entrepreneurs, and highlight the successes and challenges that urban communities face every day.
He shared that he is currently ‘incubated’ under The Innovation Hub at eKasi Lab Kathorus.
“We’re busy with the pilot idea and we’re almost done with everything. It is a matter of commercializing it and installing the screens in the taxis,” said Njobo.
He said Taxi TV is not only a great source of information and entertainment, but also a great opportunity for freelancers and graduates to gain work experience.
“Now I’m pushing to raise money for the launch because at the moment it’s just a pilot idea, but we want to launch it officially. In terms of financial support, I don’t have any sponsors, except the partnership with the innovative center.
Njobo comes from an artistic background. He is a former rapper who rose to fame with a hit single titled My Rap where he featured iFani in 2011, before switching careers to become an event strategist, TV producer, and publicist and now he is a full-time digital entrepreneur.
“I was a job seeker who turned into a job creator. In May 2016, after a year of struggling to find a job, I founded a technology-based company to help small businesses and independent artists in Kathorus maximize their online visibility,” he said.
He started Naugh Media Communications (NMC) which offers data-driven social media results and an internal media.
It also offers a digital public relations strategy, content creation and copywriting for local SEO, paid advertising campaigns, media training, brand photography and video, SEO and crisis management.
He believes that search engine optimization guarantees success for companies and that when customers search for products or services you offer, you need to rank high.
“Google’s search algorithm is the gatekeeper standing between you and your customers, so you need to impress Google first.”
Njobo also mentors creative entrepreneurs through a recreation space he established in his Palm Ridge home during the Covid-19 lockdown.
“I received advice from many people. In return I am passing this knowledge on to people in the creative space around me,” he said.
“Entrepreneurship is a lonely space. I’m empowering young people to embrace mental capacity. I’m pushing the narrative of breathing well through meditation. It’s an organic way to deal with depression.”
Another initiative he started is the pop-up cinema that caters to the development of young children where he introduces children to media from an early age.
He said they have partnered with filmmakers such as FDM Academy and the Gauteng Film Commission (GFC) who have released films, including animation.
“We use a projector, white cloth and tripod. We create the platform for children to be entertained and understand storytelling from an early age,” he said.
“It’s not just for school. I realized that when it comes to self-development it’s good to use storytelling instead of giving them information in a book form only. Also using visual and audio references is better and can be used it’s the future,” he continued.
“We aim to create a digital library for children, to be able to access these archives.”
He said the reason for creating it is the lack of enough platforms for people to push what they produce in the city.
“My ultimate goal is to give inner-city youth a voice so they can have their own voice heard through a black-owned media company from the inner-city.”