A Word From the Wise Thomas Itula on Building a Brand

The media industry is such an intricately woven web of relationships, connections, partnerships, projects, campaigns, agreements and competition that sometimes the best way to navigate it is to have the right team of people by your side.

Anybody who has made a name for themselves or is trying to, be it in fashion, music, lifestyle or in any other era, can tell you that there is a whole lot more than what meets the eye, when it comes to cementing your spot and staying at the top of your game.

There is so much more that goes into crafting a brand and maintaining it than just talent alone. From aesthetics, to appearances, to associations and more, a careful combination of activities and ideas need to come together to build your image, as all the different elements that are associated with your name and likeness are what are collectively called your brand.

Sometimes the people who specialise in carefully creating your identity are called ‘spin doctors’ because of their perceived abilities to spin one situation or story into another skillfully for their clients.

In comes Thomas Itula. He is an expert in curating and crafting that particular image and using it to maximise earning potential. He is a brand consultant.

You may have seen him at this or that event, or tagged in an Instagram photo with some or other celeb. You may know him to rub shoulders and hobnob with the it crowds. You may know him personally or you may not know him at all, but more often than not, you have seen his work and you have witnessed how important his role is in keeping the entertainment industry afloat.

When you look at his current client list, you see names like Maria Nepembe, Dillish Mathews, Luis Munana and La-toya ‘Lioness’ Mwoombola, all working closely with him to optimise their reach and impact.

“Every day, I’m learning new things because the industry keeps on growing and expanding. I always make sure that my brands keep standing out and being in the forefront,” he says, adding that his role in their lives leaves him with little sleep.

Maria Nepembe has a thriving career as a film director, actor and brand influencer and has grown considerably since starting off as a model and video vixen, Dillish Mathews won Big Africa in 2013 and has since cultivated a cross-continental brand that includes being a media personality and actress, Luis Munana is a Forbes 30 under-30 alum, MTC Windhoek Fashion Week co-creator, television producer and designer who began his career as a model on runways in South Africa, and Itula’s newest signee, rapper Lioness, is an accomplished musician, with international recognition, multiple award nominations, incredible brand partnerships and an ever rising profile. He has in the past worked with Oteya and DJ Seboa.

The thing that they all have in common? Consistency; a principle Itula says he swears by.

We spoke to him to pick his brain and maybe get a peek at some of the secrets to his success and he was more than happy to share some insights on a career path he says found him completely by accident years ago, thanks to a friendship with the late TV and radio personality Nancy ‘Chi-Chi’ Muinjo that he will never forget.

“At that time in 2012, she was widely popular and she approached me to manage her. I was like ‘you are kidding me, right?’” he explains.

The two had a close bond prior to that, but the transition into a professional relationship saw Itula, who is a healthcare professional by trade, take on a new and exciting role, something he says came naturally to him as it is something one either has or doesn’t.

His next big move was working with Nepembe and Mathews shortly before they both entered the season 8 Big Brother Africa house. They created a breast cancer awareness song and campaign that featured the two girls, Chi-Chi as well as Diop and King Tee Dee, who went by the name The Dogg at the time.

The project was launched while the girls were in the house and he says that it aided in the campaign for their success and their popularity across Africa.

From there, Itula fell comfortably into the role of manager, which he says was “hectic” early because he was so new to it at the time and the girls’ brands were growing at an unprecedented rate. He jokes that he had to immediately ‘level up’ in his own abilities. Since then, he has just gone from stride to stride, seeing his clients blossom and grow in an industry that is forever evolving.

Itula says the keys to his success include trying time and time again, no matter how many times he fails.

“Things don’t always work out as planned or as easily. You have to push, stress and work hard,” he explains, adding that the work always requires him to be a go-getter and a professional.

Some aspects of the job are not always as clear it seems. Many people think his work involves a lot more than it actually does, he says, and assures people that there is no ‘cult’ involved in their success and that he is not behind every publicity stunt, though he notes he is definitely always there to make sure he can turn it into a positive or a profit.

He does have a few tips though, for those who think they have got what it takes.

“You need to know how to position your brands in such a way that they stay active and trendy and you must know how to deal with the bad publicity. It’s hard but you need to know what you want out of the situation, so you should be focused, a little strict and you must do what needs to be done behind the scenes,” he shares.

Lastly, he advises that you “know your tribe” and also listen to your gut, should you want to navigate this industry, as not everybody wants to see you win. He does add, however, that in showbiz, nothing should be taken personally and one should learn to move on quickly.

For him, it seems a tribe has been found, as he says his relationship with the people he works with is akin to having an extended family, who know when it is time for business and when it is not.

And all together these are the elements that make up the work he does and the life he lives. One filled with glitz, glam and high octane action, but also with blood, sweat and tears.

– Anne Hambuda is a poet, writer, social commentator and media personality. Email her at annehambuda@gmail.com for more.

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