One weekend in Johannesburg, a young Austin Malema walked into parties with nothing but a camera. Little did he know, that lens would become his ticket into the creative industry and, years later, earn him global recognition.

Austin has carved his path in his own distinct way, and his humble beginnings laid the foundation for a dream realized. Creativity has always been at the core of who he is. Starting in high school, he was captivated by writing and poetry, always aware that he would pursue a creative life. That dream never faltered, it just took a new direction.

A serendipitous turn landed him at AFDA, the only university he applied to, when he had to prove which varsity he’d enrolled at in school. With a camera in hand, Austin began attending parties at the peak of influencer culture. “If you had a camera, you would get into any party,” he recalls. “That was my main hustle, shooting parties on weekends and meeting different people in those spaces.”

Today, Austin Malema is much more than a photographer. He is a visual storyteller, the creative mind behind Nounouche’s striking covers, the founder of RTC Studios, and a commercial director. Through his lens, he captures not only images but narratives, cementing his place among South Africa’s creative giants.

Before RTC, there were several tries

Austin studied editing, production, and cinematography, not as a deviation from his passion, but as a compliment. What he learned became the backbone of RTC Studios, a space where visions come to life.

His career gained momentum in 2016, working with stars like Thando Thabethe and Dineo Moeketsi, bringing him wider recognition. By 2019, RTC Studios was officially founded, but the journey was not without hiccups. These challenges allowed Austin to refine his craft and begin building RTC on his own terms.

Success, for Austin, has never been about individuality, it has always been about collaboration. “That is when I decided to start multiple companies, and one of them was Pixel Kollective, which didn’t turn out that great,” he admits with a light laugh. He fell, but each misstep taught him lessons that propelled him closer to his current dream.

Global recognition

Even international artists, including Drake, have acknowledged Austin’s work, yet he remains grounded. “These achievements add fuel, but not drive. My focus is always on cultivating my craft,” he explains. “There are many great photographers out there. I focus on the next big project, not the global scale, because looking at others can distract from your own work.”

What sets Austin apart is his openness to opportunities and constant pursuit of growth. “I cannot choose a favourite project, it’s like choosing a favourite child,” he jokes. Each project is a chance to evolve and experiment.

Mail & Guardian 200 Young South Africans

Austin’s career has always been guided by clear goals. One was to be recognized by Forbes 30 Under 30, which he achieved in 2020, and another was to make the Mail & Guardian 200 Young South Africans list. “The fact that it happened five years apart shows consistency in what I’ve been doing,” he says.

In the Film and Media category, Austin’s inclusion is a testament to his contributions. “Recognition highlights the work you’ve done and the impact you have on others. You may think you’re doing it for yourself, but you’re inspiring people along the way,” he tells Nounouche.

The industry through his lens

Austin Malema has built not just a career, but a reputation for resilience, creativity, and collaboration. He emphasizes the importance of working with others to bring ideas to life.

“People need to take the industry seriously. Often, creatives work for free or for less because of competition, but competition is about value, not price,” he says bluntly.

For young creatives, his advice is simple: don’t wait for opportunities, create them. “People will notice you along the way, not from the beginning. Start with what you have.”

With the new Sanlam campaign underway, Austin and his team at RTC continue to raise the bar, proving that consistency and vision are the cornerstones of enduring success.