He has accumulated one million followers on Twitter through his antics. Many love to hate him. But, despite all odds, he has been consistent as a Twitter brand for a few years now. Michael Mncedi Bucwa, known as Mr Smeg, started carrying his red Smeg kettle everywhere which earned him the nickname. He started doing this as a gimmick to mock people who are slaves to brands. Since then, his brand has grown, and he has not taken on djing andmusic production. "The Smeg brand was my entrance into the entertainment media space,' he tells Zimoja. "There is more to me than just a guy holding a kettle and taking random celebrities out on dates,' he adds. "I have always been a visionary and I wanted to take my time in building my brand.' Mr Smeg (38) says he cracked the 'Twitter algorithm' a long time ago. "Well, I think I did. I have pretty much figured out how social media works and I can do what I want.'

WHAT'S WITH THE KETTLE?

 A full-time, qualified electrical engineer, Michael graduated with a Diploma from Buffalo City College and did Mechatronics Engineering at the VW Learning Academy. He worked as a Technician in East London and moved to Tshwane in 2018. He joined Twitter in 2017 but it was never active until 2020. "In June 2022, that is when I gained fame and accumulated virtual friends. Mr Smeg says he hasn't met most of the people on his Twitter friend list in real life."I hardly go anywhere unless it's work. I have never metnany other people except the people I have taken on dates or have worked with.' He says the virtual world of Twitter is all a big fun game to him. "I do it for fun and the money is a bonus.' His rates are also, not steep. "My rates are out there, everyone knows I'm not about money.,' he says."I charge R1000 per tweet and R5000 to DJ. If a brand wants me to be an ambassador, we negotiate a deal from R30 000 up, but it really all depends,' he says. Mr Smeg gets trolled a lot and called names, but he is used it to. "It's all part of the package. I've learned that not everyone will like you. But even those that do like you may have negative things to say. For me, it just means talkability.'

MAKING MUSIC AND ACTING

 Mr Smeg has used his platform to venture into the music industry and the world of acting. This year he bagged a cameo role on Durban Gen playing himself as a facilitator of a man's conference. "That was fun. I enjoyed it. Maybe I will do it again, time will tell.'  He also landed an ambassador deal with the fashion design brand Palse Homme.  He released his first single Umjolo last year and coproduced with C-Kane and BlaQ Hope. "I have been producing music for a long time as a hobby... self-taught.I was just focusing on my academic life.' On 4 November, Mr Smeg released a 16-track album titled Soft Life. "The project will feature no-yet-known artists from across the country and especially from my hometown in Gqeberha,' he says. "I also worked with Fury Mdlalose, a vocalist, and Jae Aux, a producer.' "When my brand grows, I want to grow with others and not just be fun on the internet but contributed nothing to society. I also want to leave a legacy one day,' he says. "The whole album has a general message of working until you achieve your goals.' His project features Amapiano songs and Afro house. "I also love to make songs with a slow tempo. Soulful music and emotional songs with meaning,' he adds.