Breezing through

After his stint on Big Brother Africa, which was part of his grand plan to venture out of Botswana to explore the African market, Zibanani ‘DJ Oneal’ Madumo (36) was able to attract the attention of the audience he wished for.

Thanks to strategically placed friends, public relations representatives and a hit radio show ‘Oneal on CliffCentral’ he is now penetrating the African region. He currently records a listenership of close to 1 million and his show is the most downloaded on CliffCentral.com. He shares that as a DJ his sound has broadened to accommodate the continent. One of his favourite hotspots is Kenya where he is grateful for the heartfelt reception. “I can fill up a club in Nairobi, just me.

That was heartwarming,” says the DJ. No matter where he goes or what he does, Botswana will always be cemented in his heart. “I am not trying to compete with South Africans at being South African. Ke Motswana and that’s the commodity through which I trade.” This attitude has helped him break through glass ceilings and gained him lucrative connections. It was no easy feat to convince the corporates at his current work base, South Africa, that he is an alternative and worthy option to carry their brands.

This sturdy hunk is now the ‘Brand Influencer’ for Jeep Renegade and also one of the new ‘Brand Ambassadors’ for Aramis Black- Cologne for men. “I am currently in talks with two major shoe and clothing brands that just launched in South Africa.  Nothing is set on stone yet but I am confident that I will bag them as well. I am very choosy about where I position myself. I never chase fame instead I let fame chase me.” Oneal observes that after ten (10) years being part of the entertainment industry he understands the imperative of keeping grounded and maintaining his identity. “I also listen to that voice you hear when everyone else has stopped talking; for others it’s the voice of God, others your gut for some their conscience,” he adds.

This DJ has a strong urge for privacy, but his job unfortunately makes it difficult to keep to himself. “After you broadcast and share yourself with close to one million listeners during a radio show and in the evening I will perform at a club for about 500 hundred people. You lose a piece of yourself everyday like that. You sacrifice your time.” Don’t get him wrong he is not complaining just highlighting the fact in case you should meet him on a busy day and you are disappointed he did not give you enough time to chat with him.

He is aware that it is not easy for people to keep their edge and authentic selves particularly with online and social media. “You have people trying to Keep up with the Kardarshians; a new Blog, the latest West African invasion. Things change so quickly that so much can go right and so much can go wrong.” Oneal cemented his identity with the help of his appearance on Big Brother Africa, where he also met his girlfriend and singer, Feza, from Tanzania. Together their brand is very strong and easily recognisable.

DJ’ing is an art form like any other. It has evolved and keeps changing due to the advent of digital space. DJs now have a symbiotic relationship with their audience. He emphasises that having access to resources and the latest DJ’ing software does not make you an actual DJ. Having a great music collection in your car does not qualify you as a DJ nor does playing chart topping songs one hit tune after another. “A DJ is a DJ at heart, with or without music or equipment,” says the local export.

“For example, DJ Fresh, it’s about listening to the sound of music. A specific instinct for music, an ear for music. A DJ’s taste in music cannot be influenced by anything or anyone.” A good DJ is a good communicator one that communicates well with their music. “If you can tell a story with your set I am sold.” Oneal’s relationship with his craft goes deep, so deep he has sets at his house that no one has ever heard before; sets he uses only to channel his inspiration.

As to be expected this broad thinker’s focus is not only on DJ’ing and music. He is also devoting his time to his business details of which he refuses to share. “It’s not for public consumption. I am also at the research stage of my very first book. I plan to use the Christmas holidays to make progress and identify possible partners,” concludes Oneal. Aramis Black is available at Stuttafords (Airport Junction). 100ml bottle sells at P849.95 and a 50ml bottle sells at P639.95