It is no surprise just how much the lockdown has affected the world we live in.
Freelancers and self-employed individuals in the entertainment industry have been hit hard by the Covid-19 pandemic with their livelihoods threatened by a sudden loss of income. Many of which do not qualify for UIF or other financial schemes offered to small businesses, have been forced to diversify their practices in order to reach their audiences and earn some sort of income in the process.
Sandton fashion stylist Kavisha Govender, whose services require her to be in the presence of clients, has also taken advantage of the online space.
She said the lockdown present an opportunity because people are now consuming more digital content. Apart from offering more online content free of charge, she has adapted her styling consultations so that they can be done through video call.
“Not only will this help me increase my reach and engagement but when the time comes to hopefully transition back to normal life, my interactions will pay off and people will continue to support me.”
According to Bryanston video blogger Kanya Middleton, she has had to shift her approach of not only her content but also her small business.
Like many self-employed individuals, Kanya diversified their platform to keep afloat and remain working during the lockdown. Middleton moved her operations online but instead of her usual blogging, she chose to make an impact and better equip people during the lockdown so that when the time came for the industry to reopen, no one would be left behind.
“My portfolio [of talent] ranges in ages and income brackets so I felt this sense of responsibility and helplessness.
“I decided to do a lot of [online] training, utilising my video blogging craft to upskill talent to record their own content.” This later paid off as self-taped auditions became a requirement when the country moved to Level 3 of the lockdown. “The talent needed to be ready to press-record of their own and thankfully there were talent that were ready for that.”
Another Sandton resident and mommy blogger Susann Deysel made the sacrifice to take on a lot more work than pay as the industry has begun cutting back on its costs.
She hopes that by doing this, she will build long-term relationships with clients and brands.”This is not just about me, it is about the fact that if they continue to survive in the future, they will look back and say ‘well she helped us when we struggled’,” said Deysel.
She added that during this time of uncertainty and stress, it is important for self-employed individuals to remain motivated but also to not be too hard on themselves.
“It is not the end of the world if you let a few balls drop. Do what you can and look after yourself, even if that means taking half an hour each day to sit and relax. If you are stuck in your family and work the entire time, you are just not going to make it.”
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