- At the height of the pandemic when performing gigs dried up, Thabsie leveraged her love for style and secured brand deals on Instagram and Facebook.
- Content creation became an opportunity for brand building and an alternative creative outlet for the singer.
- Now, juggling both her social media and music business, Thabsie is learning new ways to handle her hybrid career.
One thing to note about Thabsie is that whether she’s on or off stage she is going to give a fashion moment with a strong makeup look. Many know the singer through her music but she has quickly made a name for herself in the influencer world, thanks to her sense of style.
Relatively new to the entertainment space, the former professional in investment banking had to readjust her career moves when the pandemic hit after having taken the leap to leave her day job and pursue music only a couple of years prior.
As gigs dried up in 2020, she leveraged her love for style to bag brand partnership deals, not only as a singer but also as a legitimate content creator.
"Content creation was a very nice departure for me and also it worked for the times. It was lockdown, I couldn't perform as much, making music was a bit harder, festivals were closed so the music kind of had to take a back seat," Thabsie explains.
With just over a million followers on Instagram, this new creative avenue for the singer has become a successful brand extension. She also says because she's a multifaceted creative, creating content on social media allows her to not limit her creative abilities at a time where it was challenging to do so.
At the time she decided to pursue content creation she says, "I thought, I how do I then still show I’m a creative and I can be a creative outside of just making and performing music?"
With her social media gig having picked up, together with continuing her music career, Thabsie admits work has gotten incredibly busy.
"It is quite a lot of work now that I've opened up to not just being an artist, I'm not just in the studio, not just making music, I'm not just performing I'm also a brand influencer, I'm creating content constantly. There's just so much on my plate."
Having once been of the thinking that being a content creator is "so easy", Thabsie has woken up to the reality that it's a demanding job, particularly when combined with her music career.
"It comes with a lot of sweat, tears and stress," she says. "But somehow, I've always been the kind of person who is really...I come alive when I'm under pressure. So, I guess it works itself out, but it is a lot of work, it is hard to juggle, it's not easy at all. I'm even at a point now where I'm like 'I've got to start selecting what a do, maybe I can't take on as much because I also want to get back into the music as well.'"
With her transitioning back into live performing, Thabsie's two hats will surely culminate in a perfect union when she pulls out those performance outfits. As it is so easy to tell from her Instagram feed that exudes "it girl", "main character" energy, this is not her first rodeo when it comes to putting together outfits.
While she describes herself as an emotional dresser on the day-to-day, Thabsie is much more intentional about the looks she puts on for her performances. When she's on stage, she gravitates towards bold prints, vibrant looks that are also sexy and "loves a good two-piece".
"It will always be really colourful, it will always be a two-piece and I love feeling very sexy on stage so it will probably be form-fitting, sexy, attention-grabbing type outfit," she says.
It doesn't take long to tell that Thabsie is an extremely hard worker and thoughtful about her career moves. As she sustains the momentum that's building once again in her career, Thabsie is keeping future possibilities in mind. Pursuing entrepreneurship, songwriting for other artists and releasing more music to reach a global audience is what she has her sights on. "I know I still have so much more to give, I'm still so filled with purpose," she says.
While she says her initial pursuit of a career in investment banking has shaped the person she is and where she finds her career now, Thabsie has no regrets and is certainly not looking back.
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