The Incredible Machines Still the Radio Star: Mzo Gumede
Welcome to Episode 33 of The Incredible Machines Podcast! In this thought-provoking conversation, Jon Oliff and Luke Holden sit down with Mzokhona Gumede, a radio presenter who grew up on a farm in KwaZulu-Natal, South Africa, in a polygamous family. He shares his challenging upbringing, early fascination with radio, and determination to escape rural life.
Through perseverance, Mzokhona built a successful radio career, growing audiences and embracing both traditional and digital media. In this conversation we explore the evolution of radio, the importance of community, and the role of women in personal and professional life, offering insights and advice for aspiring broadcasters in today’s changing media landscape.
Whether you’re an aspiring broadcaster, a podcaster, or simply passionate about media, this episode distils the most valuable lessons each packed with actionable advice and nuanced perspectives.
⏱ Timestamped Overview
00:40 – Introduction
01:04 – Family Struggles and Hard Work
03:16 – Dreams of Radio
03:54 – Siblings and Family Structure
04:26 – Pursuing Radio in Durban
05:22 – Love for Radio
07:32 – Radio as Escape and Inspiration
09:19 – Favourite Radio Presenters
09:48 – Radio’s Commercialization & Learning
12:09 – Writing a Book and Storytelling
14:20 – Processing the Past
16:00 – Reflections on Polygamy and Family Support
17:34 – Proving Oneself and Finding Community
18:44 – Early Radio Career Challenges
22:14 – Breakthroughs and Career Growth
24:04 – Measuring Radio Success
25:15 – Building a Personal Brand
27:16 – Impact of Social Media
28:38 – Radio vs. Digital Competition
38:18 – Intuition and Target Audience
41:26 – Responsibility and Content Choices
45:06 – Advice for Aspiring Radio Presenters
47:29 – The Future of Radio and Digital
49:17 – Visual Trends in Podcasting
01:00:35 – Changing Family Dynamics
01:05:40 – Advertising and Audio Branding
01:11:44 – Trying New Things and Embracing Failure
01:15:58 – Women as ‘Incredible Machines’
💬 Quote of the Episode
“Radio made me believe there was something bigger out there.” – Mzokhona Gumede
🧠 Related Campaign Example
Kulula’s “Jetsetter” TV Campaign — Mzokhona Gumede relates to its simple, straightforward messaging and how it uses humor and relatability to convey the benefits of the airline’s rewards program. He appreciates the ad’s choice to feature an ordinary person as the central character, making the rewards feel accessible and memorable.
Kulula’s “Jetsetter” TV Campaign: kulula Jetsetter TV - new groupie ad - YouTube
👣 Relevant Links
LinkedIn: https://www.linkedin.com/in/mzokhona-gumede-84510532/
Facebook: https://www.facebook.com/mzokhona.gumed
Instagram: https://www.instagram.com/mzokoloko/
YouTube: https://www.youtube.com/channel/UCJfzOm0ejxRY5XMYlYlpT8g
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🎧 Podcast Page: https://www.pod.tim.africa