Phosa has juicy plans for youth
The ANC treasurer-general’s company is busy acquiring a television show and an energy drink, writes Buddy Naidu. The political heavyweight confirmed on Friday that his youth and entertainment company, Mojalife, was in talks to secure the rights to produce a local version of the cult MTV show Pimp My Ride.
Mojalife is negotiating with the UK- based television production company Screen Ventures, as well as MTV Networks, to film 52 episodes of the programme in South Africa.
Speaking to Business Times on Friday, however, Phosa declined to divulge more information. He would only say that it was anticipated that filming would begin later this year.
“I cannot say anything else, really, as talks are continuing,” he said.
He would not comment on rumours that US rapper Nelly (real name Cornell Haynes) — with whom he has an extensive business relationship — would present the show when he visits the country later this year.
Pimp My Ride is produced by the MTV music channel and, since its first airing, has spawned both a British and a European version.
The show features old and dilapidated cars (owned mainly by youngsters) that are given high-tech facelifts with state-of- the-art sound systems, plasma-screen TVs and other gadgets.
Pat Dambe, the spokesman for Mojalife, said acquiring the show was in line with the company’s long-term plans to conquer the South African youth market. “Phosa is pa**ionate about the empowerment of the youth and the show would form an integral part of Mojalife’s long- term strategy.”
The company, which has interests in the marketing, music and cellular industry, last year secured the international distribution rights for Nelly’s energy drink, Pimp Juice, which sells more than 2.4 million cans a month in the US.
Hoping to rival Red Bull, the company wants to use the upcoming TV show to market the energy drink in SA. Mojalife also has the rights to distribute it in countries such as Australia, New Zealand and Israel.
The company recently forged links with the Umsobomvu Youth Fund, whereby 250 youngsters were chosen as “pimps” — meaning ‘‘positively intelligently motivated persons”.
They were all given start-up cash to sell prepaid airtime vouchers — as well as Pimp Juice.
According to Phosa, the person who sells the most of these products in a two- year period will win a 1-series BMW and will have his or her entire loan paid back to the fund by Mojalife. Phosa’s a**ault on the youth market could also include bringing Nelly’s popular jeans label, Apple Bottom, to SA.
Said Dambe: “Phosa’s relationship with Nelly is extensive and there are lots of things in the pipeline that I cannot reveal at this moment.”
She confirmed that Nelly would be visiting SA later in the year to carry out promotional work and maybe even do a few concerts.
“Pop culture today transcends colour, cla** and gender and the youth truly love what Nelly represents. Thus our aim is to get youth across the spectrum to become positive and empowered through our various initiatives.”
Phosa, the former Mpumalanga premier, fell out with President Thabo Mbeki in 2001 but made a comeback into the Jacob Zuma-led leadership of the African National Congress during its elections in Polokwane in December.
As one of the party’s top six members and the man who holds the purse strings, he is a major power player. He confirmed on Friday that the ANC’s investment vehicle, Chancellor House, which was part of a group that won Eskom tenders worth R5.8-billion, would withdraw from the project with immediate effect due to ethical considerations.
Engineering company Hitachi Power SA, in which Chancellor House has a 25% stake, was awarded two contracts to build two boiler units at new Eskom plants.
The deal was controversial because the ANC stood to gain from contracts awarded by the parastatal.
