"I believe in the power of stories," says Samm Marshall, journalist, podcaster, content developer, and media advisor. As presenter of The Social Impact Show with Samm Marshall and owner of Social-TV.co.za, he has dedicated his career to bringing to life the stories of changemakers who are making a difference in their communities. By telling these stories, he hopes to bring positivity and hope to his listeners.
Marshall has a deep understanding of the current character of the media world, and there are many things he hopes to change with his work. He is particularly passionate about independent media, and actively speaks out against the exploitation of smaller and independent media outlets. He also believes in promoting positivity and changing the current narrative of hopelessness and negativity often promoted by mainstream news. According to Marshall, what we listen to is important because it affects how we feel, and he has made it his mission to spread a message of hope.
When he's not working, he's a husband and father of four. He loves spending his weekends chasing after soccer balls with his boys and trying to master padel. He also cooks, does the Parkrun with his kids, and is so passionate about travelling that he'd choose a plane ticket over a fancy car any day. Central to this love is the need to collect and tell stories from all over: "When I travel, I look for great stories, because South Africa, Africa, and the world have plenty to tell".
"I'm a storyteller, a content geek, and a guy who believes life is best lived chasing balls. [I love] running and sharing stories that matter." We couldn't have said it better.
On Wed, Feb 26, 2025 Johannesburg In Your Pocket founder Laurice Taitz-Buntman sat with Marshall to talk about urban storytelling and exploring the city – listen to the conversation here. In this interview we're delighted to turn the table on Marshall to talk about the power of narrative, the evolving media landscape, and why he continues to have hope for Joburg.
"I’ve come to realise how important it is to remind South Africans that there is so much good in our country and our people."
What made you want to start The Social Impact Show?
I wanted to do something that truly adds value. I was growing despondent about how the news constantly pushes negative narratives (and then wonders why people lose hope in this country). That’s why I started Social-TV.co.za a few years ago – to take over media spaces and change the conversation. At first, I wasn’t keen on hosting a daily show (because, honestly, running a news platform already keeps me busy), but I’ve come to realise how important it is to remind South Africans that there is so much good in our country and our people.
So now, aside from hosting The Social Impact Show with Samm Marshall every weekday from 09:00 – 12:00, I still run Social-TV.co.za, and we’ve launched a campaign to share one positive story every single day on social media. Our goal? To build a community of one million South Africans who believe in this country’s greatness. Together, we’ll be its ambassadors – not the ones who fuel negativity, but those who uplift, inspire, and rewrite the narrative.
My work is all about the people making a real impact in Johannesburg and beyond. Why are these stories so needed in the city? Because we need to remind people that negative news has a direct impact on our emotional and mental well-being: it can leave us feeling drained, anxious, and hopeless. We've had enough! It's time to focus on the good. Positive stories make us feel better about ourselves and the world around us.
Joburg's the land of the hustle. What's the most interesting start-up story you've heard recently?
Every week on our Thursday segment, we host the 'Impact Hour' with EC Africa, where my co-host Taynita Harilal brings in fearless tech entrepreneurs. I recently met a young man who attended university, noticed a flaw in the administrative process, built a tool to address it, and sold it back to the university.
"[Joburg] a place where you can find both hustle and heart."
You've witnessed the change from the dominance of mainstream media to new models. How are you navigating this? Any predictions for this space?
I think it's an exciting time, and the US – for better or worse – is leading the way. The White House has an open-door policy with new media owners, news influencers, and independent media. Katherine Leavit and her team are paving the way and adding serious credibility to the shift. We’re seeing disruptions in many industries, and I truly believe that legacy media and independent outlets are going to have to find a way to work together.
What’s happening right now is that, for the first time, independent media are talking to each other. We’re realising we share common challenges, like being exploited by PR agencies that want to use our platforms for free while getting paid, or being told that we’re not 'big enough' for certain audiences (even though we have the engagement they want).
My predictions for changes in mainstream media are simple: firstly, news influencers will continue to grow and will eventually be recognised by awards as a credible form of media. Also, the rise of owned media will become significant, offering journalists new avenues to produce content for institutions directly. Further, the formalisation of the independent media space will be a game-changer as legacy media struggles to compete. Another prediction is that ad revenue will increasingly flow towards independent platforms. And finally, clients of agencies will realise they’re paying for declining audience numbers, and agencies who have been spending money with their "friends" will start unearthing new content platforms. They’ll seek alternatives that offer authentic collaboration and more editorial control, rather than relying solely on influencers.
The shift is coming, and I think it’s a positive one for those who can navigate it.
Who are some of the city's unsung heroes?
There’s a growing community of South African-based American influencers who are telling authentic South African stories and shattering outdated myths about the country. They’re proving that South Africa is beautiful, advanced, and home to world-class infrastructure, actively challenging misconceptions and reshaping global perceptions.
There are so many incredible people are doing their part [in South Africa], including Katie Mohammed, Diane Naidoo, DJ Bernie, Neptal Khoza, Simphiwe Mthetwa, Riana Rossouw, Nicole Solomons, Steve Tsakiris, Dr Onyi Nwaneri, Dr Veronique Genniker, Dr Robyn Whittaker, Juanita Pardesi, Vanessa Perumal, and Kanthan Pillay – just to name a few.
We’re privileged to speak to and celebrate these changemakers, amplifying the good that’s happening every day.
"Together, we’ll be [South Africa's] ambassadors – not the ones who fuel negativity, but those who uplift, inspire, and rewrite the narrative."
Home is...
Where your wife tells you it is.
Your favourite Joburg suburb, and why you choose it?
Hyde Park in Sandton – it's safe and family-friendly. It has great schools, amazing people, beautiful parks for weekend strolls, fantastic restaurants and shopping spots where you can unwind.
What three things should a visitor not leave Joburg without seeing or experiencing?
This is a tough one because Joburg has so much to offer, but if I had to choose, I’d say Apartheid Museum, Soweto, and Cradle of Humankind. Each offers a powerful and unique glimpse into our history and heritage.
Your favourite Joburg author or favourite Joburg book?
The Shining Girls by Lauren Beukes.
One song on your Joburg soundtrack that either is about Joburg or makes you think about this city?
Anything by Johnny Clegg.
The most memorable meal you have eaten in Joburg?
Actually, there are two! Olives & Plates is more than just meals – it’s a full-on food experience. The owners truly understand what a proper portion should look like, and every dish feels like it was made with love. My favourite branch (in Hyde Park) is surrounded by books, which just adds to the charm. There’s also Just Teddy; apart from their incredible food, they make seriously delicious cakes. In fact, they’ve made almost all our birthday cakes for the past five years!
If you could buy one Joburg building which would it be?
This is a tough one because there are a few I’d love to get my hands on. But if I had to choose, I’d turn one of these buildings into a giant kids' mall – an epic play area designed just for them!
If you were Joburg's mayor for one day (average tenure), what would you change?
If I were running Joburg, my first priority would be safety. I’d put more boots on the ground and deploy drone police to monitor areas efficiently, creating jobs for young people to operate them. I’d also work with communities to transform neighbourhoods into vibrant tourism zones, and hand over vacant buildings to NGOs that support the homeless.
To make Joburg the cleanest city in Africa, I’d partner with brands to incentivise weekly city clean-ups. Further, city-owned billboards and advertising spaces would be dedicated to helping businesses grow, and rally radio stations, media, and influencers to offer free ad space for small businesses while also allocating part of the city’s advertising budget to support them.
As for vacant buildings, I'd repurpose them into business hubs where young entrepreneurs could get access to business managers, PR, and marketing support from recent graduates. Finally, I’d go all in on positioning Johannesburg as a top tourist destination, bringing in more visitors and boosting GDP.
"I wanted to do something that truly adds value, [because] I was growing despondent about how the news constantly pushes negative narratives."
What makes someone a Joburger?
I’m not sure that even exists anymore, to be honest. I think the real goal should be to be humane. I definitely don’t see myself as a JoBURGER– but if you do, maybe they should add some tomato and relish and serve you on a bun!
What do you love most about Joburg?
What I love most about Joburg is its energy and diversity. It’s a city that never stops, where opportunities are always around the corner and there's a unique mix of cultures and stories that make it come alive. It’s a place where you can find both hustle and heart, and there’s always something new to discover, whether it’s a hidden gem in the city or a new idea that’s shaping the future. The vibe here is truly one-of-a-kind!
What do you least like about Joburg?
The crime, the lawlessness of some taxi drivers, the potholes, and how the roads flood after just a few minutes of heavy rain.
Your number one tip for a first-time visitor to Joburg?
Always be aware that you’re a visitor.
Who is one Joburg personality you would honour with the Freedom of the City if you could, and why?
Laurice Taitz-Buntman, because anyone working to build the country by promoting positivity, fostering business, and exposing people to new opportunities should be celebrated. Also, Sipho Hotstix Mabuse, famous singer, songwriter and saxophonist, as well as a few other incredible individuals who are truly contributing to building this nation.
"When I travel, I look for great stories, because South Africa, Africa, and the world have plenty to tell."
The perfect weekend in Joburg includes...
Family, food, sport, laughter, and a little bit of dancing.
Three words that describe this city.
Batman meets Bluey.
Check out some of our previous #MyJoburg interviews for more insights into the city:
#MyJoburg with DJ and journalist Charles Leonard on his podcast 'This is Joburg'
#MyJoburg by Bradley Kirshenbaum, founder of Love Jozi
#MyJoburg with Flo Bird, heritage hero
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