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  
 
 
🌐 Connect with Tim Africa 
🔗 Website: https://www.tim.africa 
📸 Instagram: https://www.instagram.com/tim.africa 
📘 Facebook: https://www.facebook.com/timdotafrica 
🎧 Podcast Page: https://www.pod.tim.africa 

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