Surfing as leisure and a sport has historically been associated with whites in South Africa, though that’s not necessarily true in practice. In fact a few documentary films (for example, “Taking back the waves“), the new feature film “Otelo Burning” and the work of photographer Richard Johnson (scroll to the right) have pointed to a long tradition of surfing among young black people in South Africa’s coastal cities.*  So, I always wondered when some creative director would pounce on the idea to commodify that history and struggle for recognition. Well, Cell C, a mobile/cell operator has done so now as part of its “Be Now” campaign targeted at young people with an ad focusing on”budding” semi-pro surfer Avuyile Ndamase from the Eastern Cape province.

* The recent documentary, “Whitewash,” interrogated similar themes in surfing in the United States.

Further Reading

After the uprising

Years into Cameroon’s Anglophone conflict, the rebellion faces internal fractures, waning support, and military pressure—raising the question of what future, if any, lies ahead for Ambazonian aspirations.

In search of Saadia

Who was Saadia, and why has she been forgotten? A search for one woman’s story opens up bigger questions about race, migration, belonging, and the gaps history leaves behind.

Binti, revisited

More than two decades after its release, Lady Jaydee’s debut album still resonates—offering a window into Tanzanian pop, gender politics, and the sound of a generation coming into its own.

The bones beneath our feet

A powerful new documentary follows Evelyn Wanjugu Kimathi’s personal and political journey to recover her father’s remains—and to reckon with Kenya’s unfinished struggle for land, justice, and historical memory.

What comes after liberation?

In this wide-ranging conversation, the freedom fighter and former Constitutional Court justice Albie Sachs reflects on law, liberation, and the unfinished work of building a just South Africa.

The cost of care

In Africa’s migration economy, women’s labor fuels households abroad while their own needs are sidelined at home. What does freedom look like when care itself becomes a form of exile?

The memory keepers

A new documentary follows two women’s mission to decolonize Nairobi’s libraries, revealing how good intentions collide with bureaucracy, donor politics, and the ghosts of colonialism.

Making films against amnesia

The director of the Oscar-nominated film ‘Soundtrack to a Coup d’Etat’ reflects on imperial violence, corporate warfare, and how cinema can disrupt the official record—and help us remember differently.