The Rise of the Insta Comedian

This year has really seen the rise of the Insta comedian.

Funny young girls and guys who script and film skits in the comfort of their home with simple equipment and basic editing, but insanely hilarious content. These are then posted to social media for an audience eager to laugh and cry along with them.

Martin Pombili, a young Namibian born at Ogongo in the Omusati region and raised at Grootfontein, is one such jokester. Currently based in Windhoek, he studies law at the University of Namibia while entertaining his 52 000 Instagram followers with regular videos on the side.

He creates content ‘roasting’ celebrities, making fun of the government, detailing the absurdity of everyday Namibian life and poking fun at the general state of things. Most, if not all, of his videos are in vernacular. Sometimes he dons a wig and a dress, embodying the spirit of Beer-Tricks, a crude but caring Owambo lady who sports green lipstick.

Hailing from a small town, Pombili says he always felt destined for comedy gold.

“Growing up, I was just a silly and funny person. I was always cracking jokes and roasting others. That’s when I realised comedy is my thing.”

In his first video in 2017, he imitated local model and personality Meriam Kaxuxwena. The video was shared to the popular Wamboes Be Like Instagram account, which now boasts 135 000 followers. The response was instant.

“People could feel the comic energy. They loved the video. It got played and shared so many times.”

His own following began to rise and fans started to demand more. It was up to him to churn out content at a more consistent rate if he wanted his fanbase to keep growing.

“I had to keep coming up with good content. I kept thinking ‘what can I give the people next?’ See, it’s all about consistency. And my numbers didn’t grow fast, but I knew that if I had the patience and I just kept creating, I would get somewhere.”

And now it seems he’s well on his way. According to the comedian, he earns a respectable amount of money from it.

“Through my content, business people got to know who I am, so I was able to start shooting videos that are funny but informative or have product placement. It earns me a lot of money. I get a lot of advertising gigs, so through comedy I’ve become an influencer and a marketer.”

The rising star has partnered with brands like Afrinam Influencer Hub, Nictus Gig and Genesis Fitness, and he is the ambassador of both Divine Wear and Lalith Clothing Line. He is also finding his way into the mainstream celebrity industry after being dressed by Ingo Shanyenge for his first ever Windhoek Fashion Week appearance this year.

But it’s not all fun and games. The content first has to be made, and it has to be funny for him to be able to earn from it, he says. And that is heavily influenced by the filming of the skits. His process is simple: He focuses on scripting something relatable to the average viewer.

“I realised something about comedy and it’s that you have to be very funny, but also, someone who is watching you has to feel like it could really happen in their own household. They have to think to themselves ‘oh yes, this is something that actually happens’, then they’ll laugh even more at it and share it.”

Secondly, it’s a matter of having the right equipment.

“I started off using a simple phone because I didn’t have a camera. But once big names and brands started taking notice of and investing in my work, I switched to a proper camera and editing my material better.”

That’s how he has been able to create comedy gems. His most viewed video so far is ‘The Celebrity Roast of King Gucci’, which has over 28 000 views since its upload in March.

Other popular videos are the roasts of NAMAs male artist of the year Exit, ‘Big Brother Africa’ winner and personality Dillish Mathews, musicians Young T and Sunny Boy, a video making fun of Zee World telenovelas, ‘How Different People Pray at Church’ and ‘Politicians During Election Campaigns’.

He certainly racks up the views, and most of the comments are everyday people begging for more. For him, the attention is exhilarating. But by putting yourself out there, you open yourself up to people’s negative opinions.

“I sometimes hate all the criticism that comes my way. People really have so much bad to say, but don’t know anything about you or what it takes to do what you do. I try not to let it get to me, so I always tell myself that all the bad words are necessary to motivate me to do and be greater than I already am.”

This is the same advice he gives others trying to break into the business of being funny. He wants them to have fun with what they do, but says one has to be very thick-skinned to stay afloat.

“For someone who wants to step into this line of work, I won’t lie to you, this industry is for people who only entertain one kind of energy, which is the positive one! Negativity is common, but like I say to myself, ‘not everything requires a response, your time or your attention’.”

When you follow that formula, he says the industry can be a pleasant and cooperative space.

“What I love about being in the industry is the love and recognition loyal people give you. I love the way we as public figures in such a small entertainment industry connect and work together to build and uplift our industry.”

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