Longread: The Bonang Matheba effect

Watching Bonang Matheba in action is like a masterclass in how to get an audience eating out of the palm of your hand. She has that presence that draws people to her, yet keeps them at a safe distance. 

We want as much of her as possible, but we also don’t want to be too much in her space, so that we don’t stifle her. It’s almost like there’s a rarefied air that she breathes that’s different from what everybody else breathes. Such is it being one of the most followed, revered, loved, hated, but also respected media personalities on the continent. 

It’s interesting to be in Bonang’s orbit because it brings unwanted attention to you, something I experienced two weeks ago when I was with her at the Grand White Dinner. I ended up being approached by people who wanted to know what I do, how much it is to book Bonang for an event and to beg her to snap pictures of them with her. 

What surprised me even more was seeing her spend almost half an hour taking pictures with fans, all of whom jostled for her attention. 

Bonang has that effect – the ability to make things popular, more so than any other public figure in South Africa and, I dare say, in the continent. She has not only reached the glass ceiling in South African entertainment, she’s smashed it too. It therefore makes sense that she has started making inroads beyond our borders – the demand for her is huge. The many foreign magazines she’s been on the cover of, working with stylists like Law Roach (now a judge on America’s Next Top Model) and now Harrison Crite; being on the radar of US celebrities like Gabrielle Union and Porsha Williams, she’s solidified her status as one of the continent’s biggest stars. 

Bonang Matheba at the Global Gift Gala with Maria Bravo, Beverly Knight and Vanessa Williams PICTURE: Supplied

She was fighting off a cold when I called her earlier this week. She contracted it on her way back from London, where she had hosted the Global Gift Foundation’s Nelson Mandela Centenary gala.

What hosting that dinner has done for Bonang, is once again expose her to another audience, one that is always hungry for new talent. She revealed that she has since received bookings to host more private galas and dinners in London, something she hadn’t thought would happen. 

“It’s always about making a name for yourself as a brand and it’s something that you need to take seriously so that people want to invest in your talent.” 

Those words remind me of her advice to TV personality Nomalanga Shozi at the Grand White Dinner. In a big-sisterly way, she told the starlet to go for what she wants, to not dilute her brand and to make sure she does what she loves best. It’s something rare to see in South Africa since there’s this nasty thing where it seems like women in entertainment can’t and shouldn’t be friends or have a good relationship, which I believe stifles the industry. 

“That’s the way it has always been in South Africa. I guess it makes us unique compared to other countries. But then, our entertainment industry is quite small and it’s still growing, as are the opportunities. Maybe we will get to that point where it’s not always a competition between everyone.” 

It’s possibly why I like her relationship with Nigerian media personalities Toke Makinwa and Stephanie Coker, who are both close friends of Bonang. 

“We have that camaraderie between us – we genuinely like each other and whenever we are together, we push each other to be even more exceptional at what we do. We don’t limit our thoughts and dreams – we think about taking over the globe and not just the continent. They are both amazing girls and there’s no competition between us because we know what we are doing and we inspire each other.” 

Bonang Matheba

Bonang has made some impressive inroads in the West African state, something that’s not easy to do. “Nigerians are very patriotic and they support each other before anything else. So now being able to have that support from Nigeria is really great. It’s always been the plan for me to grow my brand outside of South Africa and make inroads into the rest of the continent. It’s been one of my strategies and I’m ecstatic that it has worked so well. I see doors opening because the continent has embraced me and not just  Ghana and Nigeria, but Kenya too, Tanzania, Zambia, Zimbabwe, Namibia, of course Botswana, and more countries on the continent.” 

Her secret? “You need to have the right team behind you. At the end of the day, it’s show business and you need to invest in finding the right people who will grow your brand. I have publicists in Lagos, London, Los Angeles and Paris; you find me at major events like Global Gift Foundation galas, the Slay Festival, hosting fashion shows in Houston, Texas, attending Paris Fashion Week, being asked to host events in various parts of the continent and abroad. I still pinch myself on how I’ve been able to break so many boundaries and rules – I’m doing things that other South African personalities haven’t done as yet. It’s scary and also exciting, but it’s mostly satisfying when I realise that these are the fruits of my hard labour.” 

Bonang is known for her work ethic and being reliable. A few years ago she was roped in at the eleventh hour to host the MTV Africa Music Awards when Trevor Noah couldn’t make it back because he was ill. It’s through that reputation that she has been able to host so many South African awards ceremonies. The only awards show she hasn’t done is the South African Film and Television Awards. So it wasn’t a surprise when she was announced as the host of the 60th edition of Miss South Africa, taking place later this month. 

“Live TV has always been my first love, it’s where I shine. So it is really great to be trusted with such a major production, and after being a judge (she was one of the judges who crowned Rolene Strauss who ended up being Miss World 2014), it’s fitting to host the show.” Plus, she loves pageants. “I love that they have entrusted this year’s show to a woman after it has been hosted by a man (Proverb) for many years. I feel like the pageant is going back to its glory days – it’s funky, younger, and cool and I know it’s going to be bigger than ever before, especially it being a milestone year.” 

I’m still shocked that she agreed to do a reality show and, after the first season had mixed reactions (and yet it was one of the most talked-about shows last year), I was surprised she was doing a second season. 

Bonang Matheba

“I bowed to pressure. Everywhere I went, e-mails, social media: people wanted to know when Being Bonang was coming back on screen. Even on the continent people wanted to know when the show was coming back, so clearly the demand was there, and, well, I needed to give the people what they want.” 

The show gave us so many catchphrases; it’s one of the reasons why it has become part of South African pop culture. 

She admits the first season was difficult. “I was nervous having cameras around me all the time. I felt like it was intrusive. I didn’t know what I had set myself up for. I value my privacy and it meant opening myself up to scrutiny, and also my family to the whole country. I do think I have prepared myself for the second season and I’m more comfortable.” 

This season, Being Bonang will see a lighter, more carefree, fun Bonang – the Bonang we fell in love with early on in her career as a Live presenter. 

“It’s a celebration of life, love, family and friends, my success…there’s going to be champagne, the exclusive events I attend, working on my brand, more laughter. It’s going to be fun. I have a new lease on life and while there will be a bit of drama and some shade, it won’t take over the show.” 

Is she happy? 

“I am. People have said I’m glowing, I look happier and lighter. It feels good. Since I turned 30, I’ve become emancipated, even more independent and I’m striving to be even more successful. It’s a great time in my life right now. I’m blessed.” 

● Catch Being Bonang on 1Magic, Fridays at 7.30pm.