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10and5 x Facebook launch Instagram Heroes at the Loeries

Friends of the Gram, get excited! 10and5 is collaborating with Facebook to present Instagram Heroes to seek out, showcase and celebrate creative excellence in Sub-Saharan Africa. 

Since its humble beginnings as a location check-in app 10 years ago, Instagram has grown into a platform with the power to catapult brands and connect creatives to a global audience. For the IG Heroes content series we’ll be sharing such success stories via our weekly picks of the best local creators and businesses to follow. With this to serve as an example, each month a submissions portal will be opened up where you can enter your own work as a case study. You’ll stand the chance to be featured on 10and5 and, as judged by industry peers, selected as the monthly IG Heroes “1000 Grams of Likes” winner. 

Get inspired… 

IG Heroes officially launched at the Loeries’ House of Instagram, with talks from four creative Insta-stars who are making outstanding and innovative use of the platform to promote their business and their art.

Since the first ceremony was held in 1978, the Loeries has grown into one of the most prestigious awards in Africa and the Middle East – recognising, rewarding, inspiring, and fostering creativity across all spheres of brand communication. 

The Instagram Heroes who spoke at the Loeries on 17 November 2020 are Elsa Majimbo, Nikiwe Dlova, David Tshabalala, and Nandi Dlepu. These creators reflected on the ways in which Instagram has helped them grow their brand or business, express themselves artistically and connect with a wider audience. Keep reading to get to know them a little better.

Elsa Majimbo

Elsa Majimbo is a 19-year-old comedian from Nairobi, Kenya who shot to internet stardom during the Covid-19 lockdown when her monologue videos went viral on Instagram. Known for crunching loudly on potato chips and wearing tiny ‘90s sunglasses, her satirical clips about life, money and fame provoke the sort of laughter that leads to belly aches. She’s bagged ambassadorial roles for MAC Cosmetics and Rihanna’s Fenty, and won the E! People’s Choice Award for Favourite African Social Star in 2020… all the while completing her studies in journalism at Strathmore University. Follow her on IG @majimb.o.

Nikiwe Dlova

Hair is Nikiwe Dlova’s crowning glory, an abiding passion that began with plaiting cornrows in high school. Now well-known for her intricate and gravity-defying hairstyles, the Soweto-born artist’s expressive medium weaves together her love for fashion, music and art. Two of her headpieces were featured in Beyonce’s visual album Black Is King; one worn by actress Nandi Madida and another by musician Busiswa Gqulu. Dlova is the founder of street culture brand, Own Ur Crown, as well as a budding DJ. Follow her on IG @nix_indamix.

David Tshabalala

David Tshabalala aka Slaying Goliath is a graphic designer and illustrator known for his long-term Instagram series like Run The World, which paid homage to the women he’s inspired by. He describes his style as “ever-evolving, quirky and humorous”, while his subject matter ranges from pop culture giants to everyday people. Tshabalala’s career highlights include being named as one of Mail and Guardian’s 200 Young South Africans for 2015, and being invited to be part of the Loeries judging panel in 2019. Follow him on IG @slaying.goliath.

Nandi Dlepu

The founder and creative director of Mamakashaka (the Joburg-based creative agency behind Feel Good Series and Film Noire amongst others) as well as the co-founder of Bloom Org. (a community for creative women), Nandi Dlepu is a creative and cultural force to be reckoned with. She is an entrepreneur and connector of people, building platforms and creating opportunities in the local creative-sphere. Not to mention, she’s got impeccable taste – which doesn’t hurt in the slightest. Follow her on IG @makakashaka

Are you an Instagram Hero? 

Submissions for the awards series are open from 17 November 2020 across the following categories: Creator and Business. The Creator category spans art, design and craft, including creatives and makers across all fields. The Business category is for local entrepreneurs, agencies, start-ups and well-established enterprises. As long as Instagram plays an integral part in your individual practice or in your booming business, you qualify to enter! Entries are open to anyone in Sub-Saharan Africa. 

Submissions close on Friday, 22 January 2021. Each month, our curatorial panel will consist of a representative from Facebook, one from 10and5 and a guest judge. Keep your eye on our page for the announcement of January’s guest judge. Our first Instagram Heroes winner will be announced on Friday, 29 January 2021.

Click here to share your award-worthy Instagram creative with us.



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