Online Reporter
Mbulelo Mpofu
AFTER six months of meticulous planning, research, and dedication, businesswoman and philanthropist Mitchell “Mimi” Tshuma will today unveil “Lifestylez Inc” — a dynamic creative hub designed to nurture local talent across a spectrum of artistic disciplines. This bold new initiative is set to be a game-changer for aspiring artists in Zimbabwe, launching with its inaugural event, the “Battle of the DJs”, to be held at the Warehouse off Khami Road.
“The new baby is Lifestylez Inc, which is a lifestyle curation hub made up of different creatives. I’m the brainchild, but I’m also working with young local creatives from around,” Mimi said enthusiastically.
This spirit of collaboration lies at the heart of Lifestylez Inc, reflecting Mimi’s unwavering commitment to empowering the next generation of artists. The Battle of the DJs aims to spotlight talent from across Zimbabwe, drawing participants not only from Bulawayo but also from Harare, Victoria Falls, and Gweru.
“We’re looking for talented DJs to sign up and showcase their skills. Our aim is to identify fresh new talent that we can work with under our consultancy service to guide, support, and mentor them,” Mimi explained, detailing the hub’s mission.
Her vision reaches far beyond local acclaim.
“We want to take local talent and expose it to the international market. This isn’t just about playing in local pubs and clubs; our talent is strong enough to compete on the global stage.”
Mimi’s journey to founding Lifestylez Inc is rooted in her extensive experience in philanthropy and the arts.
“I own Azari, which is separate from this, and I do a lot of work under my charity fund,” she noted, highlighting her existing ventures.
This foundation enabled her to work closely with emerging artists. One notable collaboration was with model Diana Kennedy, a young talent who recently participated in Miss Universe Zimbabwe.
“Supporting her opened up a spectrum of other young people approaching me for mentorship,” Mimi recounted.
Recognising the need for a structured approach to artist development, she decided to formalise her efforts.
“I wanted to do it in a way that’s structured and that’s obviously going to yield results,” she stated, explaining the impetus behind Lifestylez Inc.
This led to the creation of four development models, with plans already underway for some models to walk the ramp in South Africa this September.
Mimi’s passion for music and fashion is evident in her approach to the DJ scene.
“I’ve noticed a lot of talented DJs, but they need work in terms of branding and presentation. I can help them by packaging their talent and creating a spotlight for them,” she said.
The immediate goal for DJs participating in the battle is rebranding.
“We’ll identify them through the battle and then ensure they understand they are now a brand,” she emphasised, stressing the importance of comprehensive development. This includes training in media, PR, and brand visibility, focusing on “them applying themselves to utilise the opportunities they’ve been given.”
A prime example of how DJing can become a viable career is seen in the success of Nite Freak, who has travelled the world promoting Brand Zimbabwe.
Mimi’s holistic approach to artist development includes collaboration with a range of professionals.
“We’re working with local makeup artists, stylists, and media experts to create a comprehensive production. It’s about highlighting young people’s natural talents and skills,” she said.
Despite the challenges often faced in the arts community — such as perceptions of gatekeeping and individualism — Mimi remains optimistic.
“I actually disagree with the idea of gatekeeping. It’s about the attitude of the artists coming in. Sometimes they expect too much without putting in the work,” she remarked, offering her perspective.
She encourages artists to focus on self-improvement and collaboration.
“Start with yourself, and then present a polished package to the world. We want to defy the notion that you can’t work together; let’s synergise and create.”
With the Battle of the DJs, Mimi urges participants to seize the opportunity.
“We’re creating a platform for you to shine and potentially change your life,” she said, highlighting the transformative potential.
Mimi’s vision for Lifestylez Inc extends beyond immediate success. She aims to establish a sustainable model for artists to thrive in what is often seen as a cut-throat industry.
“It’s about understanding the business and monetising their craft. We want our artists to create a lasting impact in their lives,” she articulated.
The DJ line-up for the battle includes talented names such as Stockswit, Pamela, Teflon Don, Zet Factor, and Gweru’s Trixxy, among others — though only four will secure contracts.
“This is just the beginning,” Mimi said confidently.
With a dedicated team of marketing experts, stylists, and media managers supporting her vision, Lifestylez Inc is poised to redefine the creative landscape in Bulawayo.
Mimi’s commitment to nurturing talent and fostering collaboration marks a significant step forward for the local arts community, which has seen a decline in internationally marketable talent. As she succinctly put it, “Art breaks barriers and takes over on a global stage.” With Lifestylez Inc, Mimi is not only creating a platform for local talent but also paving the way for Zimbabwean artists to share their unique voices with the world.
Beyond Lifestylez Inc, Mimi’s commitment to upliftment is widely recognised through her other philanthropic endeavours. As the creative heartbeat of the nation, only time will tell how Bulawayo responds to this new chapter in its cultural narrative. Mimi continues to champion philanthropic efforts aimed at uplifting lives.
She has even earned the affectionate moniker “Khloe’s baby daddy” after pledging a seven-year education bursary to the late Luveve rapper Cal_Vin’s daughter, Khloe Owami, through her Hope Restores Academy.
Bongani Ndlovu