Lebogang Rasethaba grew up in South Arica, spent five years in China completing his Masters in Film Studies, and returned to the continent to take up directing at Egg Films. During his time at Egg, he completed a number of influential projects with international brands that featured regularly on sites like Highsnobiety, i-D, and Vice. He also completed two feature-length documentaries: “Future Sound of Mzansi” and “Prisoner 46764: The Untold Story of Andrew Mlangeni,” both of which have enjoyed international acclaim, screening at festivals around the world. Last year, he started thebranded content production company, Arcade Content, a subsidiary of Egg Films. At Arcade, Lebo works with a great team of storytellers who emphasize the importance of documenting what’s happening in South Africa’s robust youth culture. Arcade’s ethos is to let young South Africans tell their own stories, claiming that it’s imperative to archive this time in history. “There is this intensely creative, unapologetically young and curious energy in South Africa that I sense and subscribe to; it’s really infectious and I point my camera in that direction.”
Arcade Content co-founder and director Lebogang Rasethaba will be talking about The Changing Face of Marketing, reflecting on the challenges and benefits of making brand films that people want to watch.
In particular, Lebo will discuss how subcultures can work with brands without being seen as selling out. Using case studies from his work, he’ll speak about the importance of finding the right brand ambassador and engaging with subcultures on their own terms, so that your ambassadors can embrace your content as part of their own identity, multiplying its impact in ways money can’t buy.
He’ll also discuss the benefits of being the first brand to support an emerging space or scene, and of realizing that everyone has a story that deserves to be told.