It’s something that started as a passion, became a compassion, and ultimately led to me creating innovative solutions.

Born in Soweto to teacher parents, Gcina Madida was driven to dream beyond her situation. She was putting her media studies degree to use working in radio broadcasting when she first fell in love with the visual arts. Briefly, she worked in sales and business development, growing and tailoring solutions for specific situations, but this didn’t serve Madida’s true purpose. She took the plunge and joined the art world.
Here, Madida found herself an outcast in a cliquey, predominantly white, elite industry. While it was tough, these setbacks showed Madida she wanted to be purpose-driven.

Aiming to become a social entrepreneur in the creative space, Madida founded Go Gina. Go Gina unearths visual artists from previously disadvantaged backgrounds and gives them platforms to showcase their work. It develops and trains artists, helping them to sell their work and become active participants in the creative economy.

With Go Gina, Madida has co-curated and managed the IDC Art Gallery, the first and only empowerment gallery in South Africa. Madida also has a national contract with Ubank, through Tsalena Media, to commission budding artists’ work for Ubank branches.
For her work Madida won the 2019 Pitching Booster award from Gauteng Enterprise Propeller Creative Industries. Her company was also one of the winners for #67logos Mandela Day.

Madida’s work is about creating and sustaining a cultural economy. “When you fly into a country, you get a sense of where you are because of the creatives who have authored the stories around their body of work. The beautification of our spaces is owned by our creatives. It’s us imprinting and owning our stories as South Africans.”

Madida wants to see young black curators, art writers, framers, and art dealers. She wants to see more South Africans buying local art, which is not as expensive as it is perceived to be. This will ensure investment in South African art and that money trickles into the hands of local artists.
Through her work, Madida is planting a seed for her teen visual artist and influencer daughter, Reneilloe Madida. “I might not get to enjoy the fruit with her, but she has inspired me to be a planter of seeds. I’m planting back to her a serving spirit to say: your calling is to serve others. Whatever gifts you have, you’ve been given those gifts to serve the next person.”
— Shaazia Ebrahim

Instagram: @gogina_za