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Meet Lwazi Mpofu – Executive Producer of the Breakfast Show at Umhlobo Wenene FM, a station reaching over four million listeners. A proud Nelson Mandela University alumnus with a BA (Media, Communication and Culture) and BA Hons (Media Studies), was recognised with the Bright Star Award (2017) and is shaping the future of radio through innovative storytelling.
1. How did your experience at Nelson Mandela University help prepare you for your role in the media industry today?
During my time at Nelson Mandela University, I learnt a great deal, but one of the most important lessons our lecturers instilled in us was to always be critical thinkers. At the time, as a 19-year-old, I didn’t fully understand what that meant. However, now that I’m older and working in the media industry, I see just how valuable that lesson was.
I currently work for a radio station with over four million listeners across the country. With every piece of content I generate for our show, I ask myself key questions: Is this content compelling? Does it impact a listener’s life? Does it challenge them to think differently? Does it entertain? These habits of interrogating and evaluating content stem directly from what I learnt at university. Without developing that skill of engaging critically with content, I don’t believe I would be as effective a producer as I am today.
2. What’s been your proudest career moment?
My proudest career moment was winning the Bright Star Award at the Radio Awards in 2017. This award is presented to young broadcasters who show great promise and potential in the industry, and receiving that recognition so early in my career was both humbling and motivating. It affirmed that I was on the right path and encouraged me to keep growing in the broadcast space.
3. How has your view of success evolved as you grow and stay motivated in your role?
My view of success has evolved significantly over the years. When I was younger, I probably would have defined success purely in terms of money and material gain. Today, my perspective is very different. Success, to me, means having the freedom to do meaningful work that I’m passionate about, on my own terms. In my role as Executive Producer at Umhlobo Wenene FM, I’m grateful that I get to live that definition every day, creating impactful content, leading a team, and contributing to a station that reaches millions. That, to me, is true success.
4. What are some of the biggest challenges in your field and how do you overcome them?
The broadcast industry is constantly evolving, and one of the biggest challenges today is how radio integrates digital into its offerings. Unlike before, radio is now competing with multiple platforms for the same audience’s attention, and with shorter attention spans, it’s more important than ever to put out content that is engaging and impactful.
On the show I work on, we don’t only focus on what happens on air, we also make sure to craft content that can live on beyond the broadcast, across digital platforms. Over the years, I’ve taught myself how to merge radio with digital, ensuring that our content stays relevant, accessible, and engaging for our audience wherever they are.
5. What advice would you give to students who want to work in radio or the media industry?
Learn as much as you can while you’re at university, and remember that learning doesn’t only mean studying your textbooks. You need to be truly invested in the medium of broadcasting. Get practical experience by volunteering at the campus or community radio station or any other relevant organisation. Beyond your academics, employers want to see that you’ve been involved in extra-curricular activities and that you’ve gone the extra mile to grow your skills and passion for the industry.