FoneYam Removes Barriers for South Africa’s Creator Economy

South Africa‘s creator economy continues to grow at an impressive pace, with digital creators shaping conversations across music, fashion, gaming, comedy, lifestyle and township storytelling. While audiences and influence continue to expand, many talented young creators still face one major obstacle—access.

Recognising this challenge, Pepkor’s FoneYam has partnered with the Dentsu School of Influence powered by CSA to create opportunities that help aspiring creators build sustainable careers rather than simply chasing followers.

The initiative, launched during Youth Month, focuses on empowering South Africa‘s next generation of digital entrepreneurs by providing access to technology, mentorship, industry networks and practical business skills needed to thrive in the creator economy.

Turning Influence Into Enterprise

Although South Africa has no shortage of creative talent, many creators struggle to access the tools and opportunities needed to transform their passion into profitable businesses.

From Amapiano artists and fashion influencers to comedians, gamers and storytellers, creators have become powerful voices in modern South African culture. However, commercial opportunities often remain out of reach for emerging talent due to limited access to devices, professional guidance and industry connections.

The programme aims to change that by helping creators understand how to build long-term value from their influence.

Technology as the Foundation

At the centre of this initiative is FoneYam, Pepkor’s smartphone rental solution available through PEP and Ackermans, designed to make smartphone access more affordable through flexible rental options.

By partnering with the Dentsu School of Influence powered by CSA, FoneYam is extending its mission beyond device accessibility, supporting young creators as they enter South Africa‘s growing digital economy.

In today’s content-driven world, access to reliable technology is no longer a luxury—it is essential infrastructure for building a successful creator business.

One Big Week Creator Accelerator

Participants selected for the programme will take part in “One Big Week,” an intensive creator accelerator that offers:

• Mentorship from industry experts.
• Exposure to leading brands.
• Live business challenges.
• Real-world commercial experience.
• Practical strategies for turning content creation into sustainable businesses.

The goal is to equip creators with the knowledge and experience needed to move beyond social media popularity and establish long-term entrepreneurial careers.

Industry Leaders Welcome the Initiative

According to Roxana Ravjee, CEO of dentsu South Africa, the country’s creator economy presents one of the strongest opportunities for youth employment and entrepreneurship.

She says the Dentsu School of Influence provides creators with the mentorship, skills and opportunities needed to build sustainable careers in an increasingly digital economy.

Davin Phillips, Executive Director and Partner at CSA.global, adds that while South Africa has an abundance of creative talent, the country has lacked the infrastructure needed to help creators scale their businesses.

He believes the programme is designed to transform cultural influence into genuine commercial opportunity by helping creators build careers rather than simply producing content.

Building Careers Through the Creator Economy

As South Africa continues searching for innovative ways to address youth unemployment, partnerships like this demonstrate how the creator economy can become a meaningful contributor to economic growth and entrepreneurship.

With the latest selection process now complete, a new group of creators is preparing to enter one of South Africa‘s most comprehensive creator incubator programmes—one focused not only on producing engaging content but on building lasting careers in the digital economy.