The Rockstar Hustle Fund has proven what we all already knew – South Africans are dominating the side hustle. For many, the need for another stream of income is borne from the need to make more money, especially given the current tough economic climate and the rising cost of living. According to the McKinsey Global Institute, about 63% of the labour force in Africa is involved in some type of self-employment. What the Rockstar Hustle Fund has shown is just how creative, motivated and innovative these hustlers in South Africa really are.
The campaign, which ran for 6 weeks from early August, asked contestants to post an original, entertaining and engaging video showing their side hustle, and posting this to Instagram or TikTok while tagging @RockstarEnergyZA and #HustleFund. Musicians Moozlie and Shimza and digital creator Coachella Randy were tasked with judging all the inspiring entries, and in the end, chose three ultimate rockstars as the winners of the 2022 Rockstar Hustle Fund.
The winners are:
Chantel Tisha Ben is a 23-year-old rising star on the SA dance scene, who has been dancing professionally for three years. Along the way, Chantel fell in love with content creation and has been posting her work on social media to reach a wider audience. Chantel has expanded her craft and ventured into other areas including video editing, working with brands such as First National Bank.
Najma Williams is a singer-songwriter and fine artist who has actively been pursuing her musical career since 2018. Her style is a mix of R&B with some neo soul, and she believes that her talent doesn’t only belong here, but also to her audience. Collaborating with various musicians across the globe is her dream.
Sabelo “Xavier Thxmas” Thabethe
Sabelo “Xavier Thxmas” Thabethe is a Hip-Hop/Trap artist born whose hustle in rap began in 2017. Through hard work and dedication, he has created a great deal of momentum behind his name, specifically over the last two years. Xavier’s dream is to use his music to break the internal Hip-Hop culture borders that exist, mainly between the suburbs and the ghetto/kasi.
Each of these winners will be receiving support to the value of R50 000 to help them in their hustles and will become Rockstar ambassadors. “These winners as well as the many entries that we judged show just how inspiring it is to work hard doing what you love, something so worth striving for,” says Shimza. “I am honoured to have played a part in this experience, giving these hustlers the recognition that they deserve,” he says.
Rockstar Energy will also be giving these content creators a chance to showcase their talent through its brand and communication channels, exposing them to a much bigger platform. “You bring the hustle, Rockstar will bring the stage,” says Marius Vorster, Marketing Director at PepsiCo Sub-Saharan Africa. “We understand that for those in the mix, the hustle doesn’t stop. This experience has shown us the tenacity, the diligence and the creativity in South Africa, and we couldn’t be prouder to be highlighting and helping elevate these young South Africans to the next level of their careers,” he says.