4 arts entrepreneurs selected for a 90-day investment

By Heather Dugmore

‘We draw on creative storytelling in our children’s mother tongues to spark a movement of literacy, learning and belonging. Guided by the South African curriculum framework, we are currently working on translating our first book, Olo’s Dream Adventures, into all 12 official languages and in Braille for the blind.’

This initiative of entrepreneur and author of children’s book, Olo’s Dream Adventures, Buti J. Maruping from Kwa-Thema in Ekurhuleni, Gauteng, was selected as one of 4 businesses that received R35 000 from the Arts & Culture Trust (ACT) in partnership with Nedbank, as a growth implementation investment for their businesses over 90 days, starting in April 2025.

The 4 businesses were part of an initial group of 50 arts business entrepreneurs selected to participate in the ACT Thuthukisani Atologa Programme 2025. ‘All 50 businesses participated in an intensive entrepreneurial mentorship programme that was facilitated by entrepreneurial development specialists from the ICRD Group Foundation. The foundation helped the participants to develop their businesses and achieve sustainable growth,’ explains Poovi Pillay, Executive Head of Corporate Social Impact (CSI) at Nedbank.

The skills they taught include financial management, intellectual property protection, AI tools for creative processes, marketing strategies, and investor pitching.

The 50 businesses were narrowed down to 30 businesses competing for the cash investment and from which the final 4 were selected. The 4 recipients of the cash investment are the following:

  • Buti J Maruping (Olo’s Dream Adventures), Gauteng.
  • Celeste Slabber-Loriston (Story Team Pty Ltd – Ibali Lethu), Western Cape.
  • Noluthando Buthelezi (Kwantu Writers – The Write Platform), Gauteng.
  • Vuyo Mayesa (Expression Culture Academy – Marang a Diphetogo), Northern Cape and Free State.

‘We are incredibly proud of how this annual programme is helping arts entrepreneurs from all over South Africa to develop flourishing businesses and products. The partnership with ICRD Group Foundation has also added to the depth and focus of the mentorship training,’ says Jessica Denyschen, ACT CEO.

Below are descriptions of the 4 selected businesses:

 

Olo’s Dream Adventures

Buti J Maruping’s first book, Olo’s Dream Adventures – Ways of the Monkey (Volume 1), is complete and has been translated into 4 languages: English, isiZulu, Afrikaans, and Setswana.

There are 2 versions of the book: a picture book for kids from 3–6 years and a literacy version for kids from 7–13 years. ‘The book is designed for every child – including those in mainstream schools, special education, and home-schooling environments across urban and rural South Africa,’ Maruping explains. The book is inspired by his 2 daughters: Olo, his first-born, who passed away shortly after birth, and Asé, who is now 4.

‘Both versions help children to see themselves reflected in stories that are proudly South African and deeply rooted in who we are. The book weaves in izithakazelo (clan praises) to reconnect children with their heritage, South African indigenous and endangered plants, animals and landscapes, and precious stones. It talks about the dangers of pollution and has a strong message of unity in diversity.’

During the mentorship he said he learnt about the importance of partnering and expanding his offering. ‘We are in talks with language experts, editors, and partners to assist with accuracy, compliance, printing and distribution. The implementation funding will assist us in printing the first book in 4 official languages, launching our social media storytelling campaign and creating an e‑commerce store and website.’

He adds that the book will be piloted in 5 schools, a donation-driven initiative called Buy a Book for a Childwill be launched. Non-governmental organisations (NGOs) and government distribution partnerships will also be sought. To expand the offering within the next year, he aims to introduce a radio and animated TV series, as well as interactive games, puzzles and an animated web series.

Story Team Pty Ltd – Ibali Lethu

 

Ibali Lethu, meaning ‘our story’, tells the story of Hermanus from the Khoisan days to today, says Celeste Slabber-Loriston, the artistic director of Ibali Lethu and its parent company, Story Team Pty Ltd, which she co-owns with logistics and financial director Anette Kahts.

‘We launched the concept for Ibali Lethu in 2020, and I trained local people from Hermanus to be the performers,’ Slabbert explains. ‘I now have a team of 4 amazing performers in the 45-minute production, held in what was previously a storeroom that we converted into the Cave Theatre at the old harbour.’

The performers talk, sing and dance as they tell the story of Hermanus. The set is minimalist, with only 4 crates and white pillars onto which they project images.

‘The audience learns about Bientang, a Khoisan lady who lived in a cave close to the water. The cave is now a restaurant called Bientang’s Cave,’ Slabbert explains. ‘Local belief holds that when the whales return to these waters in August, September and October, it is her spirit coming back. We share so many stories, like the story about Hermanus Pieters, a teacher who came to the area in the 1830s, and a story about the fishermen who started the old harbour and how the town developed.’

She says the mentorship is helping her grow her entrepreneurial skills and earn a decent income. ‘We are also now partnering with local tour guides who will bring people to our performances, and we are partnering with Fick’s Restaurant at Fick’s Pool, which is also part of our history. We’re offering different packages where tourists can opt to book for only Ibali Lethu, or for a package that includes the performance plus a delicious platter of local cuisine at Fick’s Restaurant, and/or a guided walk along our famous cliff path.’

During the 90-day implementation, they aim for 2 performances a week and add more performances as the interest increases. ‘This will provide full-time work for the 4 local performers, who are absolutely amazing,’ says Slabbert.

Kwantu Writers – The Write Platform

Noluthando Buthelezi is the founder of Kwantu Writers, a professional writing services agency she started in 2020. ‘I applied for the ACT Thuthukisani Atologa Programme to learn how to expand my business into the skills training space. My goal is to offer courses to aspiring and professional freelance writers in collaboration with my team of 3, including Zandile Mabaso, who is participating in the Thuthukisani Programme with me.’

Her 90-day implementation business, The Write Platform, is an e-learning and resource hub designed to help freelance writers increase their earning potential and transform their craft into profitable, sustainable businesses.

‘During the mentorship, something I found invaluable and which is now included in the course offerings is how to use AI and digital tools to your advantage rather than being overwhelmed by them.’

During the 90-day period, they are developing the portal and course modules, with the aim of shooting the course presentations in May. ‘It’s challenging but very exciting,’ says Buthelezi.

‘We are starting with 4 courses but will add more in the future. Simply go onto our portal and scroll for the courses you would like to take, click on the course and read the course outline. If it appeals to you, you can pay for the course online, which gains you access to all the assignments and videos, with the facilitator taking you through each module. Each course will have several modules of about 10 minutes or less per module. We also have a membership club where you can interact with the facilitators and other students.

‘The 4 courses are on the financial fundamentals of working as a freelancer, including invoicing, income management and tax submissions; copyright and IP essentials; navigating the age of AI; and how to use social media and grow your online presence.

 

‘We’re aiming for 30 students per course as a starter. In 1 year’s time, we’d like to have grown to 100 students per course,’ Buthelezi adds. ‘Our current target market is the freelance writing community in Gauteng and partly in Polokwane, but ultimately we want to reach all the major cities countrywide,’ says Buthelezi.

Expression Culture Academy – Marang a Diphetogo

 

Vuyo Mayesa is part of a collaborative that runs a denim repurposing clothing business from the Expression Culture Academy in Warrenton, 45 km from Kimberley.

‘I’m a visual artist and creative entrepreneur and I’ve always wanted to work with ACT,’ says Mayesa. ‘When the ACT Thuthukisani Atologa Programme called for submissions, I presented our denim repurposing project that we call Marang a Diphetogo – it means “we’re rays of change” in Sesotho.’

The collaborative involves 6 young women and 4 young men. Some sew, some take apart the old denim jeans or other denim items, and others cut the patterns. They teach each other their respective skills as part of the peer-to-peer learning process.

Mayesa says they are upscaling their production during the 90-day implementation phase. ‘We want to produce 50 jackets and 100 bucket hats – all repurposed from old denim clothing. We are also looking for additional sources of denim. We are approaching a popular local restaurant and the municipal offices to arrange drop-off points. A colleague of mine who runs a foundation in Upington is helping us with getting in more denim from there.’

He explains they have a discount offering for people who donate their old denim clothing – they get a free bucket hat and a 25% discount on any items they buy from them.

Mayesa says the mentorship is helping him to understand how to run a profitable business, including how to do financial costings and projections, and how to work smart. ‘We’ll be expanding our product line to include hoodies and home décor accessories like cushions to make sure we keep producing when, for example, there is a slower supply of denim.

‘I am excited and I feel blessed to have this opportunity. My grandmother always said I must look after the cents to get in the rands. I’m very grateful to all the people who have come into my life and challenged me to move forward. It is up to us as a collaborative to take the initiative forward and become a reflection of resilience. When you work with diligence and knowledge, you will make it.’

ends