Vicki van der Merwe Becomes the First Recipient as She Celebrates 25 Years in the Industry
Benoni showed its heart this past weekend as thousands of festivalgoers gathered for Glimlag Fees. Some of South Africa’s best-known artists, local businesses, schools and vendors came together, demonstrating what is possible when a community unites in support of a local festival.
Amid the festivities, a new tradition was also born when The Marketing Zoo launched an annual award recognising contributions to the Afrikaans entertainment industry.
The award will now be presented annually at Glimlag Fees to someone who, through their work, passion and continued involvement, has made a meaningful impact on the Afrikaans entertainment industry.
According to Wian Smith-Venter, CEO of The Marketing Zoo, the aim is to recognise the people who have helped build an industry that continues to evolve and grow.
“We often talk about the artists on stage, but the Afrikaans entertainment industry is made up of so many people who, both in front of and behind the scenes, have invested their time, energy, creativity and passion over many years. With this award, we want to recognise one of those people each year and tell their story,” says Smith-Venter.
“We want this to become a special Glimlag Fees tradition. Every year, we want to honour someone whose career, influence or contribution reflects the people who have helped shape the Afrikaans entertainment industry and continue to move it forward.”
The first recipient of the award was Vicki van der Merwe, one of the directors of The Marketing Zoo, who this year celebrates 25 years in the entertainment, media and marketing industries.
Van der Merwe began her career in Port Elizabeth, now Gqeberha, where she organised concerts for artists including Dozi, the late Theuns Jordaan, Steve Hofmeyr and Smokie, among many others.
It was the beginning of a career that would later take her into the media industry. She worked, among other roles, as marketing manager for well-known publications including Huisgenoot, YOU and DRUM, and was part of the industry during the years when Huisgenoot Skouspel was one of the major highlights on the Afrikaans entertainment calendar.
Over the past 25 years, Van der Merwe has witnessed first-hand how dramatically the entertainment and media landscape has changed – from a world in which faxes and telephone calls formed part of everyday business to today’s instant digital communication, streaming services and social media.
“It is an incredible privilege to still be doing what I love after 25 years. When I started working, we barely used email. We sent faxes, picked up the phone and built many of our relationships face to face. Today, an artist can communicate directly with thousands of people within seconds,” says Van der Merwe.
“We have grown alongside the technology, the artists and the audiences. The platforms have changed, the way music is discovered and marketed has changed, and the speed at which content travels is something we could hardly have imagined 25 years ago.”
Yet she believes the most important part of the entertainment industry has remained unchanged.
“The heart of this industry remains its people. It is about talent, stories, relationships and that special connection between an artist and an audience. Technology may change the way we create that connection, but it can never replace the humanity behind it.”
One of her greatest passions remains the development of young artists.
“There are few things as special to me as recognising potential in a young artist and then watching that person grow, gain confidence and ultimately find their own place in the industry. If you can play even a small part in that journey, it is a privilege.”
At the same time, Van der Merwe says she remains in awe of artists who have managed to stay relevant over decades.
“Some of the artists I worked with early in my career are still performing on major stages and drawing audiences today. To still reach new generations of people after 20 or 25 years does not happen by chance. It takes talent, hard work, adaptability and a genuine love for your craft and your audience.”
Although the award recognises her 25 years in the industry, she certainly does not regard it as a conclusion.
“I actually feel that I am far from finished. There are still so many stories to tell, young talent to develop and opportunities to create. After 25 years, I still get excited when the stage lights come on and an artist walks out. I hope I never lose that feeling.”
The launch of the new award took place against the backdrop of the Glimlag Fees, which demonstrated just how strongly a community can rally behind a local festival.
Nearly 15 000 festivalgoers gathered at the Benoni Northerns Sports Grounds from early in the day for a celebration of Afrikaans music, food, vendors, entertainment and togetherness.
For Smith-Venter, the community’s response was one of the festival’s greatest highlights.
“You can plan for months, book artists, erect structures and try to perfect every possible detail, but ultimately it is the people who determine whether a festival truly comes alive.”
“Benoni showed up. People sang along, laughed, spent time together and supported the vendors. Looking out across the grounds and seeing that sea of people was an incredible moment for us. We are genuinely grateful for the way the community embraced Glimlag Fees.”
That support began long before festival day.
In the run-up to Glimlag Fees, the team visited local schools, where the enthusiasm of learners, teachers and parents helped build momentum ahead of the festival.
“Our schools opened their doors to us and the children’s energy was infectious. We want to thank every school, teacher, parent and learner who welcomed and supported us. They were part of this journey long before the first festivalgoer walked through the gates,” says Smith-Venter.
The many vendors and local businesses offering products, food and services at Glimlag Fees were, according to The Marketing Zoo, equally important to the success and character of the day.
“Our vendors believed in Glimlag Fees with us. They prepared, purchased stock, arrived early and set up their stalls. We sincerely want to thank every person who had a stand or space and became part of the day.”
“A festival doesn’t only happen in front of the stage. It happens everywhere – at the food stalls, exhibitions, among families spending time together and in the conversations between people. Our vendors played a major part in creating that experience.”
Some of the artists created one of the day’s most memorable moments when they were flown in by helicopter, making a special landing at the festival grounds.
With artists including Kurt Darren, Spoegwolf and Demi Lee Moore on the programme, Afrikaans music formed the heartbeat of the festival throughout the day.
For The Marketing Zoo, the weekend ultimately demonstrated how the different parts of the Afrikaans entertainment industry come together – artists and audiences, media and marketing, entrepreneurs and brands, emerging talent and established names, as well as the many people working behind the scenes to make it all possible.
It is precisely this broader industry, and the people who have helped build it over the years, that The Marketing Zoo intends to honour through its new annual award at Glimlag Fees.
“We have attached the first name to this award this year, but this is the beginning of something we hope to grow for many years to come,” says Smith-Venter.
“Next year, we will once again honour someone who has made a meaningful impact on the Afrikaans entertainment industry. We hope that, in years to come, when people look at the list of recipients, it will tell something of the history, evolution and people who helped shape this remarkable industry.”
The overwhelming support from the community, sponsors, vendors, schools, artists and every festivalgoer also enabled Glimlag Fees to fulfil a greater purpose: supporting Smile Foundation.
From the outset, it was important to The Marketing Zoo that the festival should not only be a day of music and entertainment, but also an opportunity to make a tangible difference.
“It makes every ticket purchased, every vendor supported and every person who was part of the day so much more meaningful. Together, Benoni did not only make a festival possible – they helped us give back and support the incredible work of Smile Foundation,” says Smith-Venter.
As for the team behind Glimlag Fees, one message stands above all others following this year’s festival:
“We organised Glimlag Fees, but Benoni made it a festival. To every person who showed up, supported us, celebrated with us and believed with us – thank you. Benoni showed its heart.”
