George Ambogo, better known by his stage name Ombuti Matata, a name synonymous with laughter and creativity, shares the journey of his vibrant career in content creation.
From humble beginnings, Ombuti's passion for comedy and storytelling has propelled him into the limelight, captivating audiences with his unique blend of humour and relatability.
1. What inspired you to start creating content?
I started creating content just for fun, never imagining it could be profitable. One day I made a joke and someone complimented me on it. That made me realise I could do more, so I kept creating. My content focuses on life experiences, especially the challenges young people face. While I don't know what future generations will go through, my focus is to connect and speak to today's youth.
2. How many videos did you make before you realised you could do something serious with it?
It all happened by chance. My first video wasn't made for content creation. During the pandemic, I had an Infinix phone and I posted a funny video on WhatsApp. It got about 50 views. At that time, I only had WhatsApp and Facebook, no Instagram. The next day, I shared it on Instagram. A friend told me that a popular person on Instagram, Seth Gor, had reposted my video. That's when things changed. Even though I used my old phone and didn't edit the video, it went viral and people started to recognise my content even if they didn't know me.
3. How do you come up with ideas for your videos? Do you have a creative process?
I'm more of a listener than a talker. I listen carefully and write down experiences that I think others can relate to. I focus on situations that people go through but don't always talk about. After making a video, I wait a few days before posting it to allow time for editing. I don't shoot every day. I have a great team who help with the editing while I concentrate on coming up with ideas. They bring my ideas to life through editing.
4. Your accent has become a distinctive feature of your content, and many fans find it unique and relatable. How did you develop it and how do you feel it connects you with your audience?
I got my accent from my uncle. He was deported from the US and the way he spoke stuck with me. He was still adjusting to being back home and his speech became part of my style. It wasn't meant to be a character, it was just the way I spoke in a video, and it clicked with my audience. Over time, people started to recognise the accent as part of my identity.
5. How do you stay true to yourself while creating content that follows trends or what your audience expects?
I don't follow trends. I focus on creating content that resonates with people in the long term. Trends come and go quickly, especially in Kenya where a trend might be popular for a few days. So I prefer to create content that is timeless and will continue to connect with people long after the trend has passed.
6. Your content mixes humour with social commentary. How do you decide which topics to tackle?
I'm a young person and I relate to the challenges other young people face. I focus on issues that affect us because I know that if I'm facing a challenge, many others are probably going through the same thing; whether it's social, economic or personal challenges.
7. What are some of the challenges of creating content in Kenya?
Funding is one of the biggest challenges, as well as high expectations. I don't expect too much because if you have high expectations you can easily get disappointed. In Kenya there is a tendency to expect things to happen quickly or in a certain way, but it doesn't always happen as planned.
8. How much do you make from your content?
In a month, I earn between Sh50,000 and Sh100,000. I don't earn from YouTube or any other social media platform. More from people calling me for gigs or collaborations. I also work with brands. I'm currently working with Dola, a flour milling company.
9. What do you think drives content creators' obsession with fame and social media validation?
Many content creators think that fame will bring them everything they want, but fame is not as glamorous as it seems. Once the attention fades, it can leave you feeling empty. Some creators see fame as a way to gain access to opportunities or material benefits, but it has both pros and cons.
10. How do you deal with criticism as a public figure in the content creation space?
Criticism is part of the job. When you're creating content, you're doing it all by yourself, so I try to take criticism in stride. It doesn't affect me much because I believe in staying mentally strong. Mental health is key in content creation. Balancing work and mental health is important and it's important to stay grounded.
11. What are some of the rewarding moments you've experienced as a content creator?
Winning awards like the People's Choice Award has been one of the best moments for me. But rewards don't always have to be material. Meeting and working with influential people like Flaqo, Sandra Dacha and even getting recognition from big names in the industry is very rewarding. For me, the real reward is the relationships and connections I've made along the way. My social handles on Instagram, TikTok and YouTube are all @ombuti_matata.
