Social media often introduces us to polished moments, beautiful homes, and unforgettable travel experiences.
As we continue our TJR 100 Creators Campaign, I had a chat with lifestyle creator Urban Eddie to discover the man known for blending home, travel, style, and inspiration into content that feels both aspirational and attainable.
People know Urban Eddie the creator, but when the camera is off and social media is quiet, who is Edwin?
Edwin is a homebody, I love being at home listening to music and cooking. I’m an adventurer so you’ll find me doing anything to allow me to be an explorer.
You recently took your followers on the journey of building your dream home. What was that experience like, and what were some of the biggest challenges you faced along the way?
My building journey has been a whirlwind of emotions, from great highs and unimaginable lows. I’ve grown tremendously and learnt a lot about myself and capabilities. I’m better & wiser for having gone through it, and more resilient than ever.
My biggest challenge was getting scammed by my first contractor and having to pull myself together, reset and still continue with building my home. I had to trust that everything would work out, even in the face of great disappointment, that took a lot!
Your content truly lives up to the UrbaneEddie brand; aspirational, stylish, and intentional. How do you stay consistent while ensuring you only partner with brands that genuinely align with your values?
I got into content creation by coincidence, through simply sharing a glimpse of my life and things that make it sing. I’ve stuck with this which has made staying consistent seamless as I don’t follow trends but simply do me. This is my approach to brand work as well, I work with brands that celebrate authenticity and individuality, brands that allow me to have a voice.
Your content sits at the intersection of lifestyle, home and living, travel, and inspiration. How would you describe the purpose behind the content you create?
The purpose is simple, move like you deserve every great thing that this world has to offer, nothing is too farfetched to achieve, experience or aspire for. This is your life, live it on your terms!
Many people see the beautiful spaces, experiences, and partnerships. What are some of the realities of content creation that your audience doesn’t get to see?
It’s a lot of work so you gotta be prepared to put in the time. There’s negotiations that sometimes happen before you’re onboarded onto a campaign, back & forths so that everyone is happy. I also wish people knew the effort, prep and creativity that goes into a 15/30sec brand reel, ziyabuya hey!
Building a personal brand often comes with pressure. What has been the biggest lesson you’ve learned about yourself throughout this journey?
I’ve learnt that I function from a very practical place, I’m a “does this make sense” type of guy. I have a clear voice and very clear boundaries. I’m not easily swayed, I stand by what I believe and deserve.
Your top 3 favourite creators?
⁃ Vongai Mapho
⁃ Pitsi Sathekge
⁃ Athini Magodla
What is one piece of advice you would give to aspiring creators who want to build a lifestyle brand that stands the test of time?
Be authentic and stay authentic. Trends end but who you are will always remain true.
As the creator economy continues to evolve, his journey serves as a reminder that authenticity never goes out of style and that living intentionally will always resonate with people far more than chasing the next trend.
Who do you want us to feature next? Nominate them here!
The Joburg Reporter 
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