ThatsMaverick

ThatsMaverick (founded August 2014 Pinetown, Durban), also referred to as ThatsMvk (or simply MVK) is a CIPC registered and recognised South African company that specialises in providing internet, media and performance based platforms to emerging artists and expressionists. This is done with the intention of allowing the aforementioned artists and expressionists the opportunity to showcase their work while growing their respective fan bases. ThatsMaverick is the brainchild of University of KwaZulu Natal students Phinda Fikeni and Lindani Shezi who as emerging artists themselves felt the need to create platforms which would support and assist the prospective artist given the difficulties that come with making a name for yourself in the entertainment industry. The two have previously gained recognition for a series of programmes they have created which have helped in assisting those that are disadvantaged in an initiative called The Improve A Life Campaign.
In its short period of existence and with limited funding, ThatsMaverick has managed build a fully functional internet radio station, an influential website which promotes emerging talents in the South African entertainment industry as well as a record label which houses notable names such as C Mix Global. ThatsMaverick has been able to briefly assist in the career of Pretty Ncayiyana, who has found notable success on the television series Skeem Saam and later on Scandal.
History
2012-2013 Initial idea conception
Originally conceptualised as a fashion label which advocates youth empowerment and African pride ThatsMaverick slowly morphed into an artistic movement through interactions between founders Phinda Fikeni and Lindani Shezi. The original idea of a fashion label came into being in 2012 when in an inspired conversation between Phinda and his cousins, the name ThatsMaverick which at the time represented something of unique value which went against the ideals of popular culture or mainstream thinking was coined. Though the idea of creating a fashion label evoked passion out of the high scholars this didn't materialise to much mostly because of the circumstances they found themselves in. For one, as high school students the cousins found it hard to find any meaningful assistance which could enable them to develop ThatsMaverick from just an idea to something of material value. Additional factors which hindered cohesive action from the cousins was the fact that they were in the latter parts of their high schooling careers meaning they would soon separate to pursue University aspirations in different parts of the country. Once Phinda left high school for Pretoria where he would be pursuing a career in music, communication between the cousins slowly declined which further placed ThatsMaverick on the back burner. For the entire year of 2013 ThatsMaverick would act as a non-entity as the original founders all sought to explore different avenues in varying career fields.
2014 growth and development
After dropping out from his music degree citing personal and spiritual growth issues, Phinda would turn his attentions to a more conservative career field in education. His desire to do teaching would force him to enroll in Durban where he would meet friend, collaborator and business partner Lindani Shezi. The two crossed paths at Eagles Castle residence where they would live for the entire year of 2014. Much of their friendship would be cultivated and fostered in this year mostly due to mutual interests to improve their immediate communities and society at large. From the onset the two entrepreneurs had expressed a desire to work on a business venture together but this would only materialise towards the end of 2014 when the two officially registered ThatsMaverick as a company. The registration process would be prolonged overtime and this would allow the two to shape ThatsMaverick into more than just a fashion label. As time went by ThatsMaverick slowly morphed into a platform for artists and expressionists. The first notable steps to becoming this platform for artists and expressionists would come in the form of an internet radio station called ThatsMaverick Radio which would be broadcast from the residence the two lived in. With the help of talented emerging radio personalties, ThatsMaverick Radio would begin to captivate the attention of many students within the University of KwaZulu Natal/Edgewood Campus.
2015 successes and failures
Having gained some success through ThatsMaverick Radio as well as an Improve a Life Campaign which raised funds and collected food parcels for those in need the two young entrepreneurs began a hot streak which would see them become the talk of the town within their sphere of influence. Having garnered support from both University staff and students alike Phinda and Lindani began to broaden ThatsMaverick's horizons by introducing limited edition merchandise which would find strong traction among UKZN students. This would further grow ThatsMaverick's reputation putting it at the fore front of all University based organisations. The company's success would continue when it began a mass campaign to discover fresh talent within its sphere of influence, this move would ultimately result in the discovery of Pretty Ncayiyana who has now gone on to mainstream success. As the company began to grow, an increasing demand to venture further into the stratosphere would prove to be a stifling point for the emerging company
Challenges with Growth
As ThatsMaverick began to grow bigger in 2015 problems began to surface which at first seemed minor but would later result in the fledgling losing its momentum all together. As with all companies, a certain support staff has to be built however in this case rather than help in growing the company, in this case the support staff or upper management of ThatsMaverick would result in the company losing its direction as a whole. In a mixture of incompetence and creative differences, the team built by Phinda and Lindani would eventually capitulate resulting in a slight rift between the partners as they were left to pick up the pieces.
In 2016 ThatsMaverick continues to experience financial difficulties as well as a shortage of resources and infrastructure however the founders of the company continue to work on finding new avenues for the company to grow. Currently ThatsMaverick continues to operate its online radio accompanied by a record label, clothing label and a website platform for up & coming artists.
Future
For ThatsMaverick as company, the best is yet to come. Despite the difficulties the company's founders have experienced, the two continue to work tirelessly with the belief that until now all they have been doing is building the foundations for something that will become great in the future. At its core ThatsMaverick continues to be a unique idea which will become clearer and more distinctive with time and investment. In the future ThatsMaverick hopes to control the entertainment space by owning platforms in different sectors (media, internet and performance. ThatsMaverick is tailored to suit the African spectrum with strong convictions to uplift the youth and form an integral part of a true African Renaissance.

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