GG Alcock to present mastercla at DFM 06

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GG Alcock to present masterclass at DFM 2016 --

Thu, 28 Apr 2016 11:07

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South African author and entrepreneur, GG Alcock, will present an unusual masterclass at this year s edition of Durban FilmMart (DFM), which takes place from 17 to 20 June during the Durban International Film Festival (DIFF). Under the banner of Authenticity is Key Building Credibility with Audiences , Alcock will talk about the vital necessity of engaging with an audience on their own terms through an authentic understanding of local narratives.

The author of Third World Child and Kasinomics, Alcock is uniquely placed to talk about accessing local audiences. Having grown up in Zulu culture, he is keenly aware how easy it is for external narratives to be imposed unsuccessfully on indigenous cultures. Alcock has been a shebeen owner, a political activist, a community worker, and an African adventurer, and runs a successful communications company Minanawe Marketing. Born in Zululand and raised in the heart of the rural Msinga area of Kwazulu-Natal, Alcock is fluent in isiZulu and still has a deep physical and spiritual connection with his home village where his mother still lives.

As the founder of Minanawe Marketing, he has built an impressive reputation as a creative and strategist his upbringing having given him the ability to unearth unique insights and apply these to marketing solutions in the African context. Given how important it is to establish an authentic narrative and convincing context when delivering a message, Alcock says that these lessons can have just as much relevance for filmmakers looking to engage local audiences as for those wishing to sell products.

I think it s important to note up front that I am not a filmmaker. What I am able to share, however, is an understanding of audiences, particularly in the mass market, townships and rural areas. His business specialises in developing themes, concepts and marketing campaigns that have a strong connection with the cultures and identities of these audiences. At the DFM he will be discussing some simple but often ignored rules, which he applies when communicating with audiences, and illustrating them with case studies.

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