South African Podcast of the Month

In this episode of The Lead Creative, host Mongezi Mtati speaks to Kojo Baffoe about the realities of podcasting, storytelling and building meaningful creative work in Africa. The conversation explores how Kojo Baffoe’s podcast evolved beyond the book that inspired it, why creators should stop measuring themselves against global podcasting standards and how algorithms increasingly shape creator behaviour, audience expectations and emotional wellbeing. As Kojo puts it: “What we're actually doing collectively is archiving our history and archiving our present.” He also reflects on consistency, authenticity, audience unpredictability and why podcasting has become an important form of African cultural archiving. Key discussions include: • How Listen To Your Footsteps evolved from a book promotion tool into a podcast with a life of its own • Why creators should think of themselves as media ecosystems rather than single-platform publishers • The role of podcasting in documenting African stories and preserving cultural memory • The realities of monetising podcasts in Africa • Building a portfolio career where a podcast supports speaking, consulting and other opportunities • Why audience growth and engagement are often less predictable than creators assume • The importance of authenticity when choosing guests, partners and sponsors • What the future of podcasting in Africa could look like A thoughtful conversation on creativity, sustainability and the future of African storytelling. The South African Podcasters Guild

The South African Podcast of the Month (SAPOTM) officially kicks off with a conversation between Mongezi Mtati, host of The Lead Creative, and Nicole Engelbrecht, creator of True Crime South Africa — the country’s biggest true-crime podcast. Brought to you by The South African Podcasters Guild, SAPOTM celebrates the voices shaping African storytelling and digital culture. In this debut episode, Nicole shares how she built her podcast from her bedroom in 2020 into a platform that now leads the charts and influences a growing community of listeners. Nicole is also the author of Samurai Sword Murder: The Morne Harmse Story and Bare Bones: Cold Cases From True Crime South Africa. Her story captures both the craft and courage behind podcasting. Conversation highlights to look out for: How Nicole found her authentic voice after episode four. The moment her audience began to grow. Lessons on monetising through Patreon and brand partnerships. Why she believes podcasting offers unmatched value for brands. Her advice on consistency, quality and planning seasons. Listen to the debut episode below: [Embed Spotify link here - https://open.spotify.com/episode/43XbYHZXMxMUxk7N7WRNp7?si=ebdbe5b7f3d045d9 ] Also available on Apple and wherever you get podcasts. Nominate your favourite podcast on this form to be featured next. Let’s connect: Join the South African Podcasters Guild here Follow Mongezi Mtati on LinkedIn for more. Spotify The South African Podcast of the Month (SAPOTM) launches with Nicole Engelbrecht, creator and host of True Crime South Africa, and author of Samurai Sword Murder and Bare Bones. Hosted by Mongezi Mtati of The Lead Creative and brought to you by The South African Podcasters Guild, this series celebrates the podcasters and creators shaping African storytelling. In this launch episode, Nicole shares how she built South Africa’s biggest true-crime podcast, grew a loyal audience, and turned passion into purpose through Patreon, partnerships and storytelling that gives victims a voice. Nominate your favourite podcast on this form to be featured next. Let’s connect: Join the South African Podcasters Guild here Follow Mongezi Mtati on LinkedIn for more. The South African Podcasters Guild