In an era defined by trends and vanity metrics, Pat Mahlangu is a bold exception, standing as an entrepreneur whose vision extends far beyond one-dimensional campaigns and public applause. As the founder and CEO of the Top 16 Youth-Owned Brands Awards (YOBA), Mahlangu is investing in a cultural and economic future where African youth participate in global markets and become the architects of globally competitive brands.
Entrepreneurship, when rooted in purpose, becomes a calling. Pat’s journey reveals that true leadership in business is about integrity, vision and the courage to build institutions that honour identity and excellence in equal measure.
The YOBA platform is as much a cultural investment as it is a business initiative. It’s challenging global perceptions of Africa, spotlighting authentic storytelling and ensuring that young creators and brand builders are recognised and resourced. At the heart of it all is a man committed to protecting the soul of African entrepreneurship while navigating its commercial realities.
In conversation, Mahlangu unpacks the triumphs and truths behind YOBA, from unpacking what power means in media to the critical role of AI and authenticity in the future of African innovation.
In building Yoba, have you ever wrestled with the tension between commercial success and cultural integrity? How do you protect the soul of what you’ve built?
An initiative like the YOBAs is a labour of love. It is mainly driven by my two passions namely, Youth Development and Building Brands. Although it is driven by passion, the commercial aspect of the YOBAs cannot be completely ignored as it speaks to the sustainability of the course. However, there needs to be a balance between the commercial success and the integrity of our platform. For example, we don’t partner with any brand just because we want money, and we don’t charge the youth to participate in the awards. There have been instances where I chose not to accept money from certain brands because they don’t align with our values. That, we are clear about.
What responsibility do you feel YOBA has in shaping creative culture on the continent?
Africa is a young continent and it is estimated that by 2023, 40% of the global youth population will be in Africa Therefore, I feel a huge responsibility in making sure that young Africans have a platform that recognises their excellence and encourages them to build strong brands that will become globally competitive.
What do you think global audiences misunderstand most about African branding and
storytelling and how does YOBA challenge those assumptions?
Unfortunately, Africa is still perceived to be a “dark continent” and a continent of beggars that is not capable of producing anything. The YOBAs aim to challenge that perception by recognising and celebrating those young people who turned their businesses into household brands. And amplifying their stories on various platforms. When more stories of African Youth Excellence are told consistently, the assumptions can be changed.
The word ‘Yoba’ means ‘to praise’. How do we make sure our praise in Africa is
celebratory AND transformative?
By ensuring that our praise in Africa is both celebratory and transformative, we must ground it in truth, highlighting genuine impact while using it as a catalyst to inspire action and change. Praise should uplift not only individuals but also communities and systems that drive collective progress. It must celebrate disruptors and innovators who challenge the status quo, and it should always be paired with accountability, encouraging continued growth, ethical leadership, and sustainable impact.
In your view, where does power truly sit in the marketing and media ecosystem, and are we
using it responsibly?
The power of the marketing and media ecosystem lies in shaping perceptions. As the adage goes in the PR industry, “perception is reality”. The onus is on us to use the ecosystem responsibly to shape positive narratives.
With the rise of AI and data-driven storytelling, what becomes of authenticity and how do
we ensure African voices don’t become algorithmically invisible?
Africans should not be passive in the AI revolution; we should actively participate. Africans need to contribute to the various AI models that are available.
How do you balance inclusion with excellence, especially in a country where access is still
a barrier for so many talented young people?
The YOBAs are driven by the public, meaning that anyone who hears about them and meets our criteria can participate. Every year, we go on an extensive media roadshow that covers both rural and urban areas to make sure that everyone has an equal chance to participate.
If you could redesign the idea of an ‘award’ from scratch (to serve the next generation of
African creatives) what would it look or feel like?
I don’t think I can change the current design as it has such a strong meaning and it is timeless. The current trophy design is a true masterpiece, was crafted by the talented Kgotso Pati of Just Pati Glass. Every inch of this stunning trophy is proudly 100% South African. Its unique Y-shaped stem represents the strength and resilience of youth, while the glove-like top symbolises the powerful hands of young people, holding the world with care and determination. A beautiful tribute to the next generation, shaping the future with every step they take.
What has founding the Yoba Awards taught you about yourself that no other role or
achievement ever could?
This journey revealed a truth about me—I am tenacious, I am resilient. There were countless moments when giving up would have been the easier path. I’ve faced rejection. I’ve lost millions through the YOBAs. But even in those darkest moments, something deeper kept me going—a fierce, unshakable belief in the power and potential of young people. That belief is what drives me to continue organising the YOBAs. Because our dreams deserve to be seen. Our stories deserve to be told and our voices deserve to be heard.
A long-standing contributor to the industry, Mahlangu continues to shape a clear, fearless reflection of Africa’s creative force and economic muscle. Through YOBA, he is focusing the conversation on innovation and platforming young entrepreneurs who are passionate about the future on their own terms. The rise of Africa’s youth-owned brands is a reality that the various industries need to be ready for. Align with it, amplify it and invest in it because the future is already in motion.
