The Launch of Urban Lifestyle: Celebrating a Vision Born in 2017
In 2017, Urban Lifestyle was created with a bold ambition: to redefine the landscape of magazine TV series. Unlike its mainstream counterparts, Urban Lifestyle sought to bring fresh energy to South African entertainment by celebrating modern life, diversity, creativity, and resilience. Beyond its content, the project aimed to nurture the talents of its presenters, providing them with a platform to shine.
At the heart of this vision was ERA Media‘s belief in Aluve Mjali, a rising star whose charisma and authenticity promised to make him a household name. ERA Media envisioned him as “the next it person” – a presenter who would captivate audiences and spark conversations nationwide.
However, the journey to bring Urban Lifestyle to television was fraught with challenges. Despite the initial setbacks, ERA Media‘s commitment to the project’s core purpose remained steadfast. Recognizing the need to adapt, the team behind Urban Lifestyle pivoted. Those who were part of developing the pilot decided to transform the concept into an online magazine, ensuring the platform continued to thrive while pushing South African culture forward.
The shift to an online format marked a significant step in Urban Lifestyle‘s evolution. It allowed the brand to reach a broader audience while maintaining its long-term goal of eventually airing on a TV channel. The transition also strengthened partnerships with the teams that believed in the vision from the start, highlighting the resilience and determination that defined Urban Lifestyle‘s ethos.
Today, Urban Lifestyle continues to grow as a vibrant platform for South Africans to celebrate their stories, explore creative expressions, and connect with a dynamic cultural movement. The launch of the official website, www.urbanlifestylesa.co.za, is a testament to the dedication of everyone involved and a significant milestone on the path to achieving its original dream.
Urban Lifestyle isn’t just a magazine—it’s a movement. By embracing its challenges and opportunities, it stands as a beacon of what can be achieved through collaboration, innovation, and an unrelenting passion for telling authentic South African stories.
As Urban Lifestyle looks to the future, its mission remains clear: to eventually grace TV screens across the country, inspiring generations to come. The journey is far from over, and the best is yet to come.
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