We Shouldn’t Take This

July 25, 2012 by  

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Last year I posted a blog regarding crossing over and the racism involved in this concept. For the life of me, I never understood why you need to appeal to the White people in this country in order to be treated as a premium brand. I understand this concept in America as the White community makes up 80% of the population whereas in this country the numbers are the other way around.

Premium brands in this country still choose to sponsor White personalities and Black personalities that appeal to White people. Their racist logic is the use of the words “aspirational brand”. This means that they do not want to talk to the actual consumers but they prefer to speak to someone that will influence the consumer.

Brands like Audi and Peugeot prefer to give cars to 5 FM DJ’s, premium alcohol brands would much rather sponsor “white” gigs. This is despite the fact that there are Black artists that appeal to their core consumer base. Artists that are premium and influential but do not get these endorsements because they haven’t “crossed over”.

Gone are the days when we used to purchase goods because we saw White people consuming them. White people are no longer the benchmark as to what is premium. It is so sad when you watch shows on MNet or SABC 3 and you see how much brands invest on these shows. Masterchef, Idols, Top Billing, etc always have prizes that are out of this world. This is because brands are more than willing to sponsor such shows.

Approach the very same companies for a show on SABC 1 which is watched by the people that consume their products and you will hear stories beginning with ‘once upon a time’ and ending with ‘then they lived happily ever after’.  This doesn’t just stop at TV shows and artists, it goes on to events. Last year I approached a premium alcohol brand for some sponsorship at a party and they offered me 2 bottles. Yes, not cases, bottles. At that party I had invited various TV shows and entertainment journalists.  I was so insulted that I chose not to respond to that brand manager as the profanity filter at that company would have rejected my email anyway.

I know that there are many factors that go into securing sponsorships and endorsement deals but in South Africa, the bottom line is still that what is White is premium and in order to speak to the Blacks, you have to appeal to the Whites and everything will trickle down. There’s a racist connotation to this that doesn’t sit well with me. Maybe I should start a website like Hello Peter where we can post any correspondence from brands when they reject to associate themselves with us so that we as the Black community can reciprocate by boycotting them. We need to mobilise our buying power otherwise this nonsense will never end.

By Mablerh

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Comments

67 Comments on "We Shouldn’t Take This"

  1. MyThoughts on Wed, 25th Jul 2012 1:22 am 

    “Last year I approached a premium alcohol brand for some sponsorship at a party and they offered me 2 bottles.” <<<<<< Kwaaaaaaaaa *it's funny 'cause sad" askies hle Mablerh *giggles*

  2. snapshot on Wed, 25th Jul 2012 6:06 am 

    What you saying is Truer than true. White people, I’m not sure what they think of us but they still don’t see us. Abasiboni. They r like blind to our existence. They press the ignore button on us.
    Just yesterday, yes izolo, I was having a formal talk with a certain Girls school. My God the comments I got from whites v blacks left me crying inside. The black kids said “in our school there’s racism, unfair discrimination based on colour” kwathi ngihlanye. They ridicule them for their pronunciation I laughed cos I also have a black accent. For blacks to qualify they need to be quality assured by whites association otherwise you not SABS certified for white consumption.
    I don’t see us (blacks) mobilising against this people (I shall call them people for lack of a better word in my black engrish). Blacks are cowards not fools #SideEyesSlikour# we need validation and because of the poverty that we’ve lived under and the high life that we want the nation to see us leading we tend to sell our souls & settle for less.
    Don’t think all these black 5fm Djs are gooder (another black engrish) than their fellow Munghana Lonene Djs No, they became white by association and obese hence the people found it easy to accept them as they r not as BEE deals.

  3. snapshot on Wed, 25th Jul 2012 6:16 am 

    For blacks to qualify they need to be quality assured by whites association otherwise you not SABS certified for white consumption- so vele they won’t associate their brands with you.
    Why vele why why why he mara?????? Why we want in to their businesses and not have our own. Imagine Mc Blehr “burgers mzansi”. Another nobody will buy. We’ll think uzosidlisa inyama yenja. So u see we were brainwashed to think White is Gold Black is dust.
    Make friend with white people uzoba strong (another invalid statement) its like we must accept the status quo and move on nc nc nc

  4. snapshot on Wed, 25th Jul 2012 6:25 am 

    Blacks are cowards not fools #SideEyesSlikour# we need validation and because of the poverty that we’ve lived under and the high life that we want the nation to see us leading we tend to sell our souls & settle for less. We’ve made them feel that without them we nothing.
    By the way I have 1 Afrikaner friend who lived during apartheid- siyathandana. True love not this colour identity parade. I’ve got another english friend whose afraid to be with blacks he banna r we lions in Kruger Park. I still need to fine tune her let me stop or I’ll comment 50 times I have all the time.

  5. Solomon.Mahlangu on Wed, 25th Jul 2012 8:07 am 

    Ndosi,

    you are on to sometbhing lapho (The Hallo Peter website). i strongly believe that the more voices we have on these issues the better.

  6. manny on Wed, 25th Jul 2012 8:15 am 

    yhooo 2 bottles? as in kunye ,kubili ? I hope you didnt throw the away though alchohol is expensive ..

    mara this is a sad reality ….
    I experience that everyday at work…nna I aotomatically loose points before opening mouth just because I am black ..The other day I was nearly reduced to work …we had new pwople here at home ..so all of the people in in my dept we allocated a person that was going to be shadowing them …GUESS WHAT ..MANNY didnt not get a person ,,,,and when we check the level of work I do ..and my knowledge for our products is way better than the anorexic sferb sitrting in the opposite cubicle…WE ALWAYS HAVE TO WORK TWICE AS HARD TO PROVE OURSELEVES -not that there is something wrong with with hardwork…I WONDER WHEN WILL THIS END ,,

  7. soul sista on Wed, 25th Jul 2012 8:27 am 

    …Imagine Mc Blehr “burgers mzansi”. hahahahaha #Dead!

  8. Gomolemo on Wed, 25th Jul 2012 8:30 am 

    I also have it bad here at work. I approached management after i found out that the lady that i work with gets car allowance, we practically do the same work, except that i used my car more than she used hers. My boss told me that they cant afford to give me allowance, but instead they will give me a company car to use. Nonetheless, they gave me a run down isuzu bakkie to use. Makgoa!!

  9. Chase on Wed, 25th Jul 2012 8:36 am 

    @Brands like Audi and Peugeot prefer to give cars to 5 FM DJ’s.

    maybe it’s becos if they sponsor ukhozi fm dj’s like dj shadrack ngema aka magubane mzini wezinsizwa bazomthola sekafake ama stickers on windscreens athi “shembe is the way” and ushembe is another brand angithi???

    and if imoto bayinika udj linda sibiya aka mr magic uzoyifaka ama stickers emotivation athi “its not over” or “basheshe bahleka” and futhi agibeze uzondo umngani wakhe.

    nawe next time when you’re throwing a party go to the shebeens like kamama uyangichaza or kagogo mthabela i swear bazokunika ama 25litre ayi 6 omqombothi uzoba mnandi goed.

  10. Gomolemo on Wed, 25th Jul 2012 8:40 am 

    Huuuu@Chase, i give up on you…LMAO!!

  11. fufu on Wed, 25th Jul 2012 8:43 am 

    you got departments stores zase kasi bakushaya nge body search whereas you go to the same store in sandton,abakwenzi lokho.

  12. manny on Wed, 25th Jul 2012 8:55 am 

    @gomza …so ba hofile storotora sa bakie

  13. Nokxie on Wed, 25th Jul 2012 9:10 am 

    “approached a premium alcohol brand for some sponsorship at a party and they offered me 2 bottles. Yes, not cases, bottles”

    Yhooo would stop buying their products right there & there

    Mina its this school that always spinning me ‘we are full story’ but when umgamla comes abamunikezi hassles

    2011 have been hussling to get my son in for grade 1 in 2013 but ayi bangishaya ngomzimba

    They do the same for some of my colleagues who have also applied there

  14. Gomolemo on Wed, 25th Jul 2012 9:10 am 

    Iyoooo@Manny ha oka e bona. But i took it, its saves my car, especially the kilos as i do a lot of driving. And i abuse it over the weekend, for my own personal things….I cant wait to leave here ka January.

  15. nela_n on Wed, 25th Jul 2012 9:10 am 

    the truth in this article though!!! I’m certain the hellopeter type of site would definitely get people talking,and of course there’ll be those who’ll bash the idea because they don’t want to upset their white association…Being a black female in mid management,and having a subordinate who has subsidised accommodation,while I have to pay rent that is 70% more than what I paid last year gives me nausea…well I was told that I don’t qualify for the accommodation(no clarity) as to why,and I’m not reality supposed to “know” about other people’s payroll details(confidentiality)…and that’s not even the half of it!!!

  16. Nokxie on Wed, 25th Jul 2012 9:16 am 

    Futhi mina my biggest gripe are these secret location parties, as if when we buy their products we buy them in secret

    1. No matter how down & out I am in the future I will not buy Frisco or whatever it was that had a secret party I will stick to my premium coffee that doesnt even advertise

    2. I will still buy Jameson i got into there secret parties but nabo they must stop it

  17. Smatsatsa on Wed, 25th Jul 2012 9:28 am 

    Kwaaaaa Nokxie and her gripe with secret location parties! LOL…
    If I were Audi, I would sponsor Anele over Thwasa anytime #justsaying

  18. BlindFold on Wed, 25th Jul 2012 9:40 am 

    We were going on holiday last year and badly needed someone to take care of our dog, drove to SPCA and i was told that they do not have space..drove back, gave my neighbour a phone and requested her to call them..she did and within 10 minutes they were at my house to collect Mamba..iyoo the shock in their faces..

  19. Majesa TheChosenOne on Wed, 25th Jul 2012 9:40 am 

    @MaBler welcome to my world, it is cold out here. I was so shocked when I found out the total worth of the Master Chef prizes is R8Million rands & I was like Mnet Mnet Mnet, what does that say about Big Brother.

  20. BlindFold on Wed, 25th Jul 2012 9:43 am 

    @Majesa..Big Brother is $300 000, when that is converted its about R24 000 000.00 which is a lot

  21. Smatsatsa on Wed, 25th Jul 2012 9:45 am 

    LOL @Blindfold’s Mamba!!!! That was bad though..

  22. Miranda on Wed, 25th Jul 2012 9:54 am 

    $300 000 X 8=2 400 000

  23. sweetie on Wed, 25th Jul 2012 9:55 am 

    Don’t think all these black 5fm Djs are gooder (another black engrish) than their fellow Munghana Lonene Djs No, they became white by association and obese hence the people found it easy to accept them as they r not as BEE deals.
    ————
    o sele wena @snapshot kwaaaaaaaaaaaaaaaaaa

  24. sweetie on Wed, 25th Jul 2012 9:57 am 

    kwaaaaaaaaaa@Noxiee..

  25. Miranda on Wed, 25th Jul 2012 10:05 am 

    rands

  26. BlindFold on Wed, 25th Jul 2012 10:12 am 

    Eish @Miranda dipalo di a hana! my apologies

  27. BlindFold on Wed, 25th Jul 2012 10:13 am 

    @sweetness ke mathatha of being black in SA.

  28. BlindFold on Wed, 25th Jul 2012 10:14 am 

    Something is wrong with me me today..meant to say @smatsatsa.

  29. DexterSUPERIOR on Wed, 25th Jul 2012 10:25 am 

    The sad thing though is that many brand/marketing managers from these corporates are blacks themselves. If we go to the television side of things, most of the commissioning editors at these tv stations are black. They have the power to influence these decisions but they never do. Maybe we should also have a debate about why blacks in influential positions never use their power to lift up the other black person.

  30. manny on Wed, 25th Jul 2012 10:28 am 

    @dexter akere we blacks also have this desease called jelaousy ..you lift me up ..the next thing I am gunning down four position…we dont love one another ,,hence the treadmill position,,,running mara we go nowhere ,

  31. Smatsatsa on Wed, 25th Jul 2012 10:38 am 

    @Dexter most often, these so “influential blacks” are just to show face and add points to theri BEE scorecard, they have little or no decision making power, they still have to report to the board members who have the final say, so unless these blacks dance to their own tune, I would refrain from using influential..

  32. Smatsatsa on Wed, 25th Jul 2012 10:39 am 

    their*

  33. DexterSUPERIOR on Wed, 25th Jul 2012 10:42 am 

    At the tv station we’re with, we deal with only black people. Every season we get the opportunity to revise the budget, (mind you, this show has been in the top 10 since its inception) we’re usually met with “no, the corporation cannot afford that”. Cross over to a white-produced show that has about 10 viewers, commissioned by the same people and they get to be treated like royalty. Something terribly wrong with us black folk

  34. DexterSUPERIOR on Wed, 25th Jul 2012 10:46 am 

    @Smatsatsa, I’m not coming up with this from the top of my head. I have experienced how black people treat each other. There’s just no excuse for that.

  35. muntuza on Wed, 25th Jul 2012 10:50 am 

    *sigh*

    You guys just made me realise how lucky I am to be working for uZuma hey, and actually just confirmed my suspicion that I belong in government. I will work harder (send more applications) at getting a permanent position in public service, and work happily ever after in this sector. Such horror stories of unfair discrimination based on race at yall’s workplaces :’( Aowa! Nna ke sure I would have been fired ages ago cos I can’t keep my mouth shut when i feel like I am being treated like shit, I would be unemployed by now! Stru! *counts state employee ‘salary’/peanuts and says a silent prayer of gratitude*

  36. Ice on Wed, 25th Jul 2012 10:55 am 

    My experience is that the outspoken and assertive Blacks don’t get appointed to senior positions because they just become a headache for the white masters. So, most senior Blacks are just tokens who know that they will never get the huge salary and benefits anywhere else, because they are not the deserving candidate. #if you are Black, you cannot be assertive. You are considered aggressive by whites. Only white people can be assertive#

  37. philani_c on Wed, 25th Jul 2012 11:07 am 

    At the end of the day we are influenced by western culture from how we dress to our hair etc having white people associating with premium brands does give off that ‘I wanna get that’ factor its a formula that’s always worked

  38. kamzababy on Wed, 25th Jul 2012 11:14 am 

    im jus curious to know how many BLACK people stopped buying Ultramel custard because of the Skhothanes. re rata go complainer but sometimes we bring this upon ourselves. anything associated with blacks is not “good enough” and it’s “ghetto. e.g Carvellas, gold tooth…and you will hear comments like have you ever seen a white person or indians wearing abc brand? only blacks. me and my friends on one of our charts nne re bua ka almost the same issue but mostly about how 3rd degree choose their stories. how come they hardly do stories about what happens in white communities?? e.g Booremang the other one was so upset that she even said she’s gonna go ko twitter for di rants maybe someone will listen that time im her only follower and she’s an egg.

  39. Smatsatsa on Wed, 25th Jul 2012 11:16 am 

    I’ve also experienced what I’m talking about Dex so I’m not disagreeing with you at all, just stating one of the dynamics of being an influential black..

    Ice that’s also true, in my previous company, that used to happen a lot, people would get appointed on basis of creating alliances and thus forming a stronger alliance to management, I’ve witnessed people with the lowest IQs getting appointed over sound intelligent people simply because they’re more easy to influence that someone opinionated..

  40. Smatsatsa on Wed, 25th Jul 2012 11:21 am 

    @kamza, theSkhothanes didn’t intensify my appetite for Ultramel if that’s what you’re asking and I didn’t stop consuming it after they were profiled, so I don’t quiet understand where you’re going with this re:”re rata go complainer but sometimes we bring this upon ourselves”

    And gold teeth are ghetto!! Black of nie!

  41. samlicious on Wed, 25th Jul 2012 11:39 am 

    Come to Cape Town and experience real racism.

  42. kamzababy on Wed, 25th Jul 2012 12:14 pm 

    Smatsatsa, that lobola article is a perfect example of re:”re rata go complainer but sometimes we bring this upon ourselves”

  43. Smang-mang Warona on Wed, 25th Jul 2012 12:32 pm 

    On the 5FM issue – lets just be honest – it’s a radio station that appeals across all races in SA.. white, indian, coloured, black.. and THAT is the real reason why it gets so much attention from sponsors.. 5FM has tried to cross-over to the black market at the expense of their backwards white market who lamented the fact that there is less hard rock being played on the station. They had to replace those hard core rock shows so as to accommodate more wide spread appeal shows like Euphonic’s show etc So please black people, let us be fair and balanced in our criticism.. while black brands never incorporate white people, we expect them to always incorporate us.. do you see a white radio DJ on Metro FM at all? And they speak English on Metro..

    Maybe (some) brands want to associate themselves with other brands that cater to MORE than one demographic in this country. We are supposed to be striving towards a non-racial society after-all. Just a thought.

  44. muntuza on Wed, 25th Jul 2012 12:39 pm 

    Good point @Smang-mang.. 5fm yona have actually done the transformation and crossing thing quiet brilliantly! And le nna if I was a brand, I would wanna associate myself with them.

  45. Babyluv on Wed, 25th Jul 2012 12:55 pm 

    One of the things the other races seem to do well is STAND TOGETHER. Black people are unable to do that. E.g when i get a top managerial position i will help samlicious and blindfold get promoted to my department, guess what do they do when promoted they turn on me, sabotage, undermine, disrespect and they try to even get me fired. Sometimes black people bite the hand that feeds them. With that said its difficult at work being black and I think the solution is entrepreneurship

  46. kamzababy on Wed, 25th Jul 2012 1:05 pm 

    couldnt have said it better babyluv.. or if a balck person get promoted other blk people they complain and ask gore kanjani but if ele o mong they dont say anything. ke congrats u deserve it…

  47. Ntombi Yomzulu on Wed, 25th Jul 2012 1:08 pm 

    Give Chase a Bells————->@Brands like Audi and Peugeot prefer to give cars to 5 FM DJ’s.

    maybe it’s becos if they sponsor ukhozi fm dj’s like dj shadrack ngema aka magubane mzini wezinsizwa bazomthola sekafake ama stickers on windscreens athi “shembe is the way” and ushembe is another brand angithi???

    and if imoto bayinika udj linda sibiya aka mr magic uzoyifaka ama stickers emotivation athi “its not over” or “basheshe bahleka” and futhi agibeze uzondo umngani wakhe.

    nawe next time when you’re throwing a party go to the shebeens like kamama uyangichaza or kagogo mthabela i swear bazokunika ama 25litre ayi 6 omqombothi uzoba mnandi goed.

  48. Ntombi Yomzulu on Wed, 25th Jul 2012 1:09 pm 

    Chase are you sure you not my boyfriend…hehehehehehe you sound just like him right now

  49. snapshot on Wed, 25th Jul 2012 1:15 pm 

    @kamza u don’t stop to finish me wena, i for one not a complaining type, i don’t even know what radio stations have transformed or not cos i don’t listen to any, i used to listen to highveld fm that became my favourite station just cos of the competitions and i used to win them like goed until i moved from the north to the south. @Smang metro what, what’s that? #in my american accent

    whites think blacks are stupid and short minded- true or false

    disclaimer: not all white but its fine to put them under a single sack

  50. Pana on Wed, 25th Jul 2012 1:52 pm 

    This is very potent Mablerh.
    It’s funny how I’ve never paid attention to such and you writing it just opened my eyes.
    I dont think you really meant this but i think a site would be suited so that we can boycott them just like when Tommy said he didnt know his products would be consumed by darkies and then his sales went down. until mme Beyonce betrayed us.

  51. BlindFold on Wed, 25th Jul 2012 1:56 pm 

    @pana are we (blakies) still on Tommy boycott..i need to buy that Tommy Beyonce perfume..

  52. Smang-mang Warona on Wed, 25th Jul 2012 2:46 pm 

    That Tommy hillfiger thing was a hoax/lie by the way.. google it..

  53. Pana on Wed, 25th Jul 2012 2:57 pm 

    the lie cost him millions

  54. BlindFold on Wed, 25th Jul 2012 2:58 pm 

    @Smang-mang, what do you mean a lie, i heard and saw him on Oprah saying he doesnt make clothes for blakkies..

  55. dont_mind_me on Wed, 25th Jul 2012 3:06 pm 

    WHITE PEOPLE AND BLACK GAY MEN CAN AFFORD THESE LUXURIOUS BRANDS. HENCE THEY CONCENTRATE ON THEM. BLACK PEOPLE ALWAYS COMPLAIN ABOUT THE PRICE TAG.

  56. kamzababy on Wed, 25th Jul 2012 3:34 pm 

    ok! what are you guys talking about now?

  57. kamzababy on Wed, 25th Jul 2012 3:35 pm 

    dont minf me… black people only complain about the price tag if the services are rendered by a black person qha

  58. Smang-mang Warona on Wed, 25th Jul 2012 4:35 pm 

    O maka mun Blindfold!!! Such lies hle! How can you have seen the interview when Oprah herself has addressed this rumour widely as being false..

    everyone please see this link : http://urbanlegends.about.com/od/tommyhilfiger/a/tommy_hilfiger.htm

    The tommy thing is an urban legend.. Google it please.. bathong Blindfold! hahahaha!

  59. Vesa on Wed, 25th Jul 2012 5:18 pm 

    I was so insulted that I chose not to respond to that brand manager as the profanity filter at that company would have rejected my email anyway.

    Kwaaaaa!!!

    On the Tommy Hilfiger story, it was al a lie! He was even on Oprah’s “It’s a big fat lie” show and he dispelled it, but it still cost him money

  60. kamzababy on Wed, 25th Jul 2012 5:21 pm 

    LMAO r we also gonna get a link of when Oprah kicked him out in her show? :D

  61. snapshot on Wed, 25th Jul 2012 5:25 pm 

    kwaaaaaaaaaaaaaaaaaaaaaaa!!!!!!!!!!!!!!!!!!! @Smang uthi @Blindy is lying- even attached evidence tlitlitlitli!!!!!!!!!!!!!!!!!!!!!!!

  62. Applepurple on Wed, 25th Jul 2012 7:12 pm 

    @ ntombi i know you.

  63. kamzababy on Wed, 25th Jul 2012 8:16 pm 

    Deaaaaaaaath!!!! They know u Ntombi

  64. snapshot on Wed, 25th Jul 2012 9:54 pm 

    @Applepurple so vele vele u logged in just to tell us you know Ntombi, ok thank you for the announcement.

  65. Applepurple on Wed, 25th Jul 2012 10:24 pm 

    ummh didn’t that @ indicate i was talking to ntombi? pleasure is all mine snapshot snapshot.

  66. MashDiva on Thu, 26th Jul 2012 10:45 am 

    Ive always felt that black 5fm djs were some sort of AA/EE reps…

  67. LeanMachine on Thu, 26th Jul 2012 12:42 pm 

    Eish diklaagt tsa Mablerh…*hides*

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