From the strict teacher we all remember to the mother, rich aunt, sister or grandmother whose words, mannerisms and reactions feel almost too familiar, General Kels has a way of holding up a mirror to everyday African life and making us laugh at what we see.
This is Keletjo Manasseh Phoshoko, better known as General Kels!
Away from the camera, Kels is a big dreamer, a fashion and entertainment enthusiast, and someone who still maintains a 9-to-5 while building his career as a creator.
As we continue with TJR 100 Creators, he shares why staying grounded, protecting his creativity and loving what he does remains at the heart of General Kels journey.
Who is Keletjo Manasseh Phoshoko? What do people not get to see about the person behind the persona?
Behind the persona, Kels is a “big dreamer”, I love to take time out to imagine what life would be like if I worked just a little bit harder. At the same time, I love fashion, entertainment and enjoy being in the company of my friends.
Take us through a typical day in the life of General Kels. What happens when the cameras aren’t rolling, from planning content to shooting, editing and dealing with the business side of being a creator?
When the cameras aren’t rolling, during the week, I am at my 09h00 to 17h00 which I rarely talk about. Having a job has helped to keep me grounded and driven. However, when it comes to my content, I am lucky to have a manager that handles the admin side of the “business” while I worry about being a creative genius.
The best content ideas come when the mind is at ease, so I try not to stress myself.
What does discipline look like in your life as a content creator, especially on days when you don’t feel creative or motivated?
As someone who has been a creator for a few years, I have learnt to always keep my mind at ease if I want to produce great content.
There is no need to feel pressured to create, rather take a step back, think about the love you have for your content and the impact it has on the consumers, then use that as motivation to produce another “banging” content piece.
How important are collaborations to the growth of a creator, and what do you look for in someone before deciding to work with them?
Collaborating as a creator is allowing yourself to tap into a different market without changing your content niche and I fully advocate for that. This is a measure taken by creators to exchange viewers, wherein one creator’s viewers will be exposed to another unfamiliar creator. When I collaborate, I look for a creator that forces me to step out of my comfort zone and challenges me to give my best performance.
Your portrayal of African mothers has made millions laugh, but there are also critics who feel some of these portrayals reinforce stereotypes about African women and mothers. How do you respond to that criticism?
My love for African women is the main reason for the content I create. Though I understand the criticism, the stories I tell are not meant to reinforce stereotypes but rather to highlight experiences of many African homes and in the same breath show that the times have changed and so have the experiences.
As a creator, how do you deal with the pressure that comes with having an audience that has expectations of you? Do you ever feel like you have to constantly outdo your previous viral moment?
I love the audience I have built over the years. I think they understand me and my content. I am very intentional with the content I create and timeframes play a big role, so it’s more about perfect timing than pressure.
If we spoke to you five years from now, what would you want General Kels to have become? Are you looking beyond social media into television, film, mainstream entertainment or other creative spaces?
I definitely see myself comfortably occupying space in mainstream entertainment. Everything I do now contributes to my growth as an entertainer and all I can say is that; get ready for my takeover.
Quick Fire Qs
- Last show/film watched on Netflix? Umthetho
- Last song added to your playlist. You sent your word by Joyous celebration
- Favourite content creator? @jay_onaire
- Message to young South Africans ahead of local government elections? Your future is in your hands. We can all start conversations but none of that matters if no one is willing to take actions.
Who do you want us to feature next? Nominate them here!
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