This weekend, the nominees for the 2026 South African Social Media Awards were unveiled in Rosebank, and the list tells a much bigger story than simply who might leave with a trophy in November. 

Creators are now building audiences and businesses across education, gaming, podcasting, fashion, food, sport, photography, radio and kasi content. In a country where almost one in every two young people in the labour market cannot find work, social media is becoming more than somewhere to be seen. For some South Africans, it is becoming a workplace, a storefront, a production studio and an entry point into the economy. 

But how much of the creator economy is a sustainable industry, and how much of it is still built on unpredictable algorithms, unpaid labour and the hope that something goes viral?

Joining 5 Breakfast is media entrepreneur, voice-over artist and Co-Founder and Director of the South African Social Media Awards, WEZA MATOMANE.

This weekend, the nominees for the 2026 South African Social Media Awards were unveiled in Rosebank, and the list tells a much bigger story than simply who might leave with a trophy in November.&nbsp;
Creators are now building audiences and businesses across education, gaming, podcasting, fashion, food, sport, photography, radio and kasi content. In a country where almost one in every two young people in the labour market cannot find work, social media is becoming more than somewhere to be seen. For some South Africans, it is becoming a workplace, a storefront, a production studio and an entry point into the economy.&nbsp;
But how much of the creator economy is a sustainable industry, and how much of it is still built on unpredictable algorithms, unpaid labour and the hope that something goes viral?
Joining 5 Breakfast is media entrepreneur, voice-over artist and Co-Founder and Director of the South African Social Media Awards, WEZA MATOMANE.

5 Breakfast with Dan Corder, Thabo Baloyi, Xoli Zondo and Marli van Eeden. Every weekday, 6 AM to 9 AM

5 Breakfast with Dan Corder, Thabo Baloyi, Xoli Zondo and Marli van Eeden. Every weekday, 6 AM to 9 AM

5 Breakfast with Dan Corder, Mahapelo Moloi, Xoli Zondo and Marli van Eeden.

5 Breakfast

Everyone’s favourite radio breakfast this side of… ANYWHERE! This show has more energy, more laughs, and more delight than any other. It's what South Africa needs to get their day going. It’s better than coffee!Its roaring, memorable radio every single day: the biggest news, hottest debates, craziest scandals, and the weirdest and most wonderful of South Africa, plus the kind of original creative radio that you just don’t get anywhere else. It’s one of a kind in the best way.

Everyone’s favourite radio breakfast this side of… ANYWHERE! This show has more energy, more laughs, and more delight than any other. It's what South Africa needs to get their day going. It’s better than coffee!Its roaring, memorable radio every single day: the biggest news, hottest debates, craziest scandals, and the weirdest and most wonderful of South Africa, plus the kind of original creative radio that you just don’t get anywhere else. It’s one of a kind in the best way.