Mahoyo Breaking Stereotypes: South Africa
Mahoyo Breaking Stereotypes: South Africa
A documentary about the creative subcultures in South Africa, explored through the framework of Mahoyo's artistic collaborations.
A documentary about the creative subcultures in South Africa, explored through the framework of Mahoyo's artistic collaborations. Read more
About this project
Mahoyo is a creative collective consisting of 3 girls: Farah Yusuf and sisters Pia and MyNa Do. Though we spent most of our lives in Sweden, we have multicultural backgrounds. Farah is Somalian and grew up partially in Kenya while Pia and MyNa are sisters from a Vietnamese-Chinese family.
We form a creative triplet and work as stylists, DJs, photographers, and bloggers in Sweden and worldwide. We try to challenge the status quo by incorporating fashion and music styles from various genres and cultures, drawing inspiration from our international travels and mixed backgrounds. Throughout our work, we question stereotypes of gender, race, and location.
Our mission is to challenge stereotypes - stereotypes of negatively stigmatized cultures in Africa, and stereotypes of young women.
Mahoyo specifically aims to highlight thriving subcultures in countries that are not immediately perceived as ‘creative hubs’ and are instead seen as ‘developing’, such as Johannesburg in South Africa.
We want to demonstrate the existence of highly energetic creative scenes producing inspiring fashion, music and dance within local communities of such countries. ‘Creativity’ within these subcultures is at a level that is equal or perhaps even stronger than that of ‘developed’ places, such as Stockholm in Sweden.
Mahoyo’s objective is to break stereotypes and highlight inspiration in unexpected places. Through a documentary that shines light on creative subcultures in Johannesburg, South Africa, we hope to show that stimulation of culture and creativity exists in unexpected places and stems from unexpected people. We aim to release the 30-minute documentary in the fall of 2014.
We want to empower the underdogs by inspiring minorities and women worldwide through setting an example.
Earlier this year, we went to South Africa for the first time to collaborate with artists and musicians. We were incredibly inspired by the vibrant creativity in South Africa and want to shine a spotlight on this area to the rest of the world. It is a real example of amazing creativity in an unexpected place.
This documentary is also close to our hearts because we are all ‘second culture kids’ with roots in one country while being raised in another.
Mahoyo bridges the gap between the suburbs and inner city of Stockholm, breaking down the barriers that currently exist for many multi-racial people who live in the Stockholm area.
We will embark on a creative cultural exchange by visiting Johannesburg in South Africa for 3 weeks in February 2014. During this time we will collaborate with local artists in the realms of music and fashion in addition to holding DJ and styling workshops for young women in South Africa -- a region where the creative industry is still male-dominated.
In filming this experience, our aim is for people beyond those that we meet during our trip to be able to benefit from the same inspiration.
It will inspire youths in Sweden to view other cultures from various perspectives as opposed to falling into the trap of stereotypes.
The finished documentary will be distributed for free online and made available for all to see.
Your contributions would cover our travel, accommodation and documentary production costs, which would make the cultural exchange and film a reality. All contributions would simply go towards covering costs.
Some credits to mention:
Kickstarter Video Music - Music by Silvana Imam 'Ett'
Kickstarter Video - Produced by Flip-Flop Interactive
This documentary is produced in collaboration with:
Moira Ganley (Director)
Alissa Lorentz (Writer & Assistant Director)
Flip Flop Interactive (Executive Producer)
Thank you for your support !
Risks and challenges
Similar to any film, there are risks and challenges that may arise over the course of the production. Given that this is a documentary film, there are risks inherent to a film that cannot be completely planned or scripted. Our two biggest challenges will be to 1) finalize the documentary within the given timeline, and 2) reaching our financial goal, without which we cannot cover our costs to travel to South Africa.
In terms of the rewards, our delivery dates are rough estimates and we hope to be able to stick to them, however, this might be delayed due to unforeseeable delays that arise as we produce the documentary. We will do everything we can to get the rewards to you within the timeline. You will receive them either way.
We will do all we can to see this project come into fruition. We have an experienced film production team on board to help us with the filming, writing, and post-production. Most importantly, we are all united under the same goal to break stereotypes and illuminate overlooked subcultures as sources of inspiration. We are determined to make this film a reality.
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