How podcasting is redefining storytelling in Tanzania

In the vibrant digital landscape of Tanzania, a new revolution is quietly reshaping the way stories are told and consumed.

Podcasting, once considered a niche medium, has blossomed into a powerful platform for storytelling, education, and entertainment.

At the forefront of this transformation is iRoc Network, a groundbreaking digital media platform founded by the visionary duo Severine Siyame and Jackson Mbilinyi.

Together, they are reshaping the media landscape, offering a fresh wave of innovation to Tanzanian podcasting.

Imagine a bustling street in Dar es Salaam, where the hum of smartphones and the chatter of passersby blend into a rhythm of modern life.

In this setting, podcasts have become the soundtrack of daily activities.

With the rise of mobile internet usage, more Tanzanians are turning to podcasts as a source of content that fits their fast-paced, on-the-go lifestyles.

At the heart of this boom is iRoc Network, which has become a trailblazer in the local podcasting scene, bringing diverse and meaningful content to its growing audience.

The story of iRoc Network is one of resilience and vision.

Founded by Severine Siyame and Jackson Mbilinyi, the platform was born from a pivotal moment in 2022 when the two curators faced rejection after submitting a pilot for a show to DStv.

“When we submitted the pilot, we were hopeful, but after hearing nothing back, it felt like our dream had hit a wall,” says Jackson Mbilinyi, co-founder of iRoc Network.

“But instead of giving up, we decided that if one door didn’t open, we would build our own door.”

Severine adds, “That moment of rejection became the spark that ignited the creation of iRoc Network. Our mission was simple yet powerful: to create a platform that tells African stories in a positive light and to reshape the narrative for the youth.”

The rejection by DStv, which is part of the MultiChoice Group, turned out to be a blessing in disguise, as it eventually led to an unexpected but powerful partnership with Showmax, also a part of MultiChoice.

This partnership is a testament to the power of perseverance and innovation.

Building iRoc Network was no easy task. One of the main challenges the duo faced in the early days was securing a suitable venue for shooting their content.

Initially, they filmed at Element Club Masaki, but scheduling conflicts and time constraints posed significant difficulties.

Jackson reflects on the challenge, “We had the vision, but we needed the right space to bring it to life. The constraints of filming at Element Club became a hurdle in our growth.”

To overcome this, they took a bold step. Severine and Jackson decided to build their own 200-square-meter production warehouse.

“The decision to build our own space was driven by necessity,” Severine explains. “We needed a dedicated, flexible area to shoot and produce content without the limitations we had faced before. Our new warehouse has made everything easier, and now we have the room to expand our creative endeavours.”

The warehouse has become a hub of creativity for iRoc Network, allowing the duo to scale their operations and explore new content formats.

“Having this space has unlocked so many possibilities for us. We can work on our own terms and continue pushing the boundaries of what we can produce,” says Jackson.

 As part of their expansion, iRoc Network introduced a new show, TWINNEM, further diversifying their content offerings and solidifying their place in the digital media landscape.

At the heart of iRoc Network’s success is its content, carefully curated and thoughtfully produced.

Their flagship podcast, The Junction, is a prime example of their commitment to quality.

“Each episode of The Junction is developed through a deliberate process,” explains Severine. “We choose guests who are not only impactful in their respective fields but also bring diverse perspectives that will resonate with our audience. Every conversation is an opportunity to provide our listeners with valuable insights.”

The team at iRoc Network works tirelessly to ensure that every episode of The Junction is fresh, engaging, and aligned with the platform’s values.

“We don’t just bring on guests who are famous or well-known,” Jackson says. “We select individuals who have something meaningful to say, who can inspire our audience, and who can challenge the status quo. Diversity in perspective is crucial for creating conversations that matter.”

Their approach to guest selection is deliberate, with an emphasis on inclusivity. The platform features a mix of male and female guests from various industries and backgrounds, ensuring a broad range of voices and experiences are represented in each episode.

“Our goal is to make sure that The Junction reflects the diverse fabric of our society,” says Severine. “We believe that by giving space to diverse voices, we can create a more inclusive platform that truly resonates with our listeners.”

Looking ahead, the future of iRoc Network is as ambitious as its beginnings. “We have big plans for the future,” Severine says. “Our goal is to become the preferred digital platform in Africa, showcasing authentic, diverse stories from across the continent.”

As part of this vision, iRoc Network plans to expand beyond Tanzania and produce shows from various African countries.

Jackson adds, “We want to be a voice for the entire continent. Our platform will continue to evolve, and we’re excited about the possibility of transforming into a full streaming service, offering more content and greater accessibility for audiences everywhere.”

For iRoc Network, excellence is not just a goal—it’s the foundation of everything they do. “Excellence is the bare minimum for us,” Severine explains. “We’re committed to producing high-quality content that goes beyond the standard. It’s not just about delivering good content; it’s about raising the bar and setting new standards for digital media in Africa.”

Their approach to podcasting in Tanzania has become a roadmap for others in the industry. “We encourage fellow podcasters to focus on quality,” Jackson says. “It’s easy to get lost in the rush for popularity, but the key to long-term success is building a brand that stands for excellence.”

iRoc Network’s commitment to quality storytelling and innovation serves as an inspiration to others looking to make their mark in the growing podcasting space in Tanzania.

Despite the challenges they faced early on, iRoc Network’s story is a powerful reminder of the importance of resilience and perseverance.

“Every setback has been an opportunity to learn and grow,” Severine reflects. “The rejection by DStv was just the beginning of a much bigger journey for us. Now, with our partnership with Showmax, we’re proving that resilience pays off, and the possibilities are endless.”

The network’s unwavering commitment to innovation, authenticity, and excellence is inspiring a new generation of content creators, ensuring that the podcasting landscape in Tanzania remains dynamic, inclusive, and transformative.

“We’re only getting started,” says Jackson, smiling with determination. “The journey is just beginning. And we’re ready for whatever comes next.”