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This year, MacG learnt the true value of a following that has made Podcast and Chill one of the most successful YouTube channels around, writes Helen Herimbi.
Out of sight, out of mind. It was the fear of this adage becoming reality that fuelled MacGyver “MacG” Mukwevho’s pivot from traditional to new media.
This year, he became one of the most interesting interviewers on YouTube. Part of that is because he is the quintessential anti-interviewer. But more about that later.
While this has been a tough year for many, MacG’s online property, Podcast and Chill with MacG, has grown exponentially.
The 33-year-old began his broadcasting career as a child star on e.tv’s Craz-e. He later took a job as a YFM deejay before making a move to 947. In 2018, six years after working at the latter station, he was let go. However, he did not let the experience go to waste.
“Seven years ago, I didn’t even know what YouTube was,” MacG recalls. “I only started using my YouTube acc
ount because I was let go from 947. The station’s financial year starts in April and they let me go in June, so I was, like: ‘Ah, s***! From June until next April! What am I going to do?’
“You know that saying, ‘Out of sight, out of mind’? That’s what made me start the podcast. By December, the thing was a monster and I decided: ‘Let me focus on this because it looks as if something’s happening here.’”
What was happening was that many people “from China, Abu Dhabi” and other places were catching wind of the weekly podcast in which MacG, Lenn Moleko and the Ghost Lady would unpack South African entertainment’s hot topics. Even more people were sharing the often one-on-one biographical interviews MacG was having with notable media personalities such as DJ Sbu, Kelly Khumalo, Zodwa Wabantu, Candice Modiselle, Prince Kaybee and others.
This year, the podcast went from having a cult following – with a group of stans aptly named the Chillers – to becoming the kind of show about which famous people experience fomo. This year, the likes of Duduzane Zuma – who discussed politics and his love life – were clamouring to be placed in front of more than 100 000 subscribers.
MacG says this widespread attention is “maybe people wanting to push an agenda or have PR. Maybe knowing that you’re coming on to the show attracts a certain audience. I’ve noticed that celebrities really like the style of our channel because they can be free and talk about things they wouldn’t normally discuss in a two- or five-minute radio or TV interview. The majority of our guests are just people I know, though.
“Since the lockdown, a lot more people have approached us asking to be on the channel,” he says. “[Previous guest] Khanyi Mbau actually called me to say Duduzane wanted to come on to the show. I was, like, ‘Hell, yeah, let’s do it!’ because I wanted people to see my range as a broadcaster. I wanted to show people that we can talk about anal [sex] for 30 minutes and get drunk or high, but we can also have serious conversations, tackling serious topics.”
What sets MacG’s brand of interviewing apart is that it is conversational, even when controversial. He draws on his industry and life experiences so that they intersect with those of the guest, allowing them to open up in ways they would not do with a strait-laced interviewer.
In addition, there is his brash, even shock jock-like, style. MacG is like baby Phat Joe and pre-therapy Charlamagne tha God. This has endeared him to the Chillers, who not only support his other endeavours – like his gin brand and merchandise – but literally pay him for his work. They do this by signing up to his channel’s membership option. They also did it when his bank balance was depressingly low.
“You have no idea!” he exclaims. “Six months ago, I was so broke that we had no more money to continue filming. It’s tough when money’s going out, but none is coming in. I told the Chillers that we couldn’t afford to do this any more and many of them said: ‘Don’t worry – send us your bank account details.’ Some people deposited R50, others R150 or R200. Eventually, they’d deposited enough for us to continue doing the show. Whatever we do, people want to support it and I’m very grateful for that.”
What’s interesting is that MacG has not implemented any new media strategies to keep this following. In fact, he approaches the format just as he did traditional radio.
“For me, YouTube is simply a platform where I can upload a radio show I’d normally do. I only know how to be a broadcaster and entertain people. I can’t be a YouTuber, even though people mistake me for one,” he laughs.
No matter what he calls himself, this year has proven that MacG is one to watch.
Watch Podcast and Chill with MacG at youtube.com/MacGpodcast
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