ABOUT BETWEEN 10AND5
A CULTURE-LED PUBLISHER AND CREATIVE AGENCY
Between 10and5 is a multimedia publication and creative agency that has been documenting and shaping South African creative culture since 2010.
For more than 15 years, we’ve built a platform where emerging and established artists, designers and creatives can be seen, heard and discovered. Through our editorial platform, creative network and brand partnerships, we connect culture, creativity and audiences in meaningful ways.
We publish stories, develop campaigns, produce original content and create experiences that reflect the people and ideas shaping youth culture in South Africa and across the continent.
Our mission is simple: to celebrate African creativity, share it with the world and help it grow.
OUR COMMUNITY
At the heart of Between 10and5 is our creative community.
Our audience and network spans artists, designers, musicians, filmmakers, photographers, fashion creatives, marketers, content creators and cultural practitioners, as well as professionals working across the creative industries.
Over the years, we’ve built a network of more than 5,000 creatives across art, marketing and advertising, media, entertainment, film, photography and design.
This community gives us a direct connection to the people creating and influencing culture. It allows us to spot new talent and ideas early, understand what matters to our audience and create work that feels culturally relevant.
OUR JOURNEY
Between 10and5 was founded in 2010 by Uno de Waal, who established the platform as one of South Africa’s early digital destinations for creative culture.
Today, the publication is led by Annél Malan, Director and CEO, who took over ownership in 2021. Under her leadership, Between 10and5 has continued to grow as both an independent cultural publisher and a creative partner for brands.
Annél brings 18 years of experience in digital media and publishing, including senior roles across e.tv, News24’s Channel24, Women’s Health and Speakerbox, as well as more than a decade of management experience spanning digital publishing, editorial and creative strategy.
Over the past 15+ years, 10and5.com has become a platform for discovering new talent, ideas and conversations across art, design, photography, film, fashion, music and culture.
WHAT WE DO
We bring together editorial expertise, cultural insight, creative talent and production capabilities to help brands connect with culture and the audiences shaping it.
AMPLIFICATION
We help brands extend the reach of their content through our own channels and a wider network of like-minded publishers, creators and influencers.
From branded content and social distribution to campaign amplification and targeted media partnerships, we connect brands with relevant audiences beyond our own platforms.
IDEATION & STRATEGY
We develop content strategies, campaign concepts and creative ideas that connect brands with culture in relevant and engaging ways.
This includes creative ideation, content direction, brand partnerships and collaborations.
ORIGINAL CONTENT
We produce original content across digital and social formats, including short- and long-form video, photography, editorial shoots, cover shoots, interviews and product content.
EXPERIENCES
We create and amplify experiences that bring brands, creatives and audiences together, from curated events and brand activations to live experiences, streaming and event content.
EDITORIAL & BRANDED CONTENT
Our editorial expertise and understanding of our audience allow us to create content that feels natural to the Between 10and5 platform while helping brands achieve their communication objectives.
This includes branded articles, interviews, product stories, campaign content and other sponsored formats.
WORK WITH US
Whether you’re looking to reach a new audience, launch a product, build a campaign, collaborate with creatives or bring an experience to life, we can help develop the right approach.
Get in touch to talk to us about your next project.
