I was expecting to identify Lawrence Manyapelo by a shock of blue or red hair, or perhaps a jacket that shouted “I’m different!” But as it turned out, he didn’t need to go to any such lengths.
When I spotted a young man in red, wide-framed specs, wending his way carefully through Nino’s in Rosebank, I knew it was him. He has “artist” written all over him, even without the funky frames.
Still, for a man of 22, the quality of his work, and the quantity he has produced, speaks of an older, more seasoned creative. On that basis I would have also expected a cool confidence, even arrogance. Yet Manyapelo is shy and soft-spoken, a flower still blooming, a refreshing surprise.
Manyapelo is a multimedia graphic artist and photographer and, in 2012, while studying multimedia design at the University of Johannesburg, he launched South Africa’s first online photographic magazine, Previdar, a name derived from the Spanish previda, meaning “prevalence”.
Enter the site and you’ll immediately appreciate a rare talent in the stylised photographs that Manyapelo has conceived in intricate detail and made happen in collaboration with celebrities such as Pabi Moloi, Pearl Thusi, Bonang Matheba, Miss Pru, Khanya Mkangisa, Simphiwe Dana and supermodel Alek Wek.
Designer Gert-Johan Coetzee has been featured, jumping in a pink jacket, photoshopped to fuchsia, his hair styled in a large blonde rollmop.
Leading American portrait photographer Annie Leibovitz springs to mind, and Manyapelo confirms that she, along with Mario Testino, one of the fashion world’s most sought-after snappers, are his primary inspirations.
“I grew up reading Vogue and Harper’s Bazaar magazines, so fashion is a big focus in Previdar, but it also geared as a platform for photographers, writers, make-up artists and videographers to showcase their work and grow their portfolios,” he says.
It’s also about tackling taboos and stereotypes in a powerful, creative way, he says, referring to the evocative Previdar cover featuring a naked and unashamedly overweight radio presenter Bujy Bikwa, a controversial piece that went viral and top-trended on Twitter for two days.
He has also photographed South Africa’s first albino model, Refilwe Modiselle, whom he styled as a bride draped over an altar.
“I go on line and see what people hate, then use it as a way of being creative. I look at issues like being gay, and I study the behaviour of people to improve my art. I’ve used celebrities to popularise the magazine, but I also like using ordinary people in my photographs to illustrate a social commentary.”
Lalla Hirayama, the Japanese-born South African dancer, actress and model, appears on the latest Previdar cover. The shoot took place at Luminance, the high-end luxury store in Hyde Park Corner, a location that Manyapelo uses a lot. “I work from home, and conceptualise a shoot by sketching it, so I know what I want. Then I go with my team to a chosen location for the shoot,” he says.
YoTV presenter Mkangisa says her magazine shoot with Manyapelo was totally different from any other she has done.
“He’s creative, and he knows what he wants. You’re doing edgy stuff that you’re not expecting, and he pushes you to show a side that even you didn’t know you had.”
An artist he may be, but Manyapelo’s technical expertise comes in no small measure. His skills encompass graphic design, video editing, 2D animation and photography. In 2009, before he enrolled to study multimedia design, he took computer science, which helped him digest more of the “design” knowledge, he says.
He has since worked on adverts for a number of companies, including South African Breweries, and numerous publicity shoots for celebrities.
“I’m certainly not at the top of my game yet. There are so many multimedia designers in South Africa and overseas I need to learn from,” says Manyapelo.
He spends a good deal of time alone. “There’s something about silence that resets my creative drive.”
The Previdar team include interior designer Alan Foley who, with Manyapelo, compiles many of the articles, Q&A style. Foley is an investor and co-director, and handles publicity and sales.
Krishen Samuel is also an investor and co-director, occasionally doubling as the magazine’s make-up artist and article compiler.
“Foley and Samuel have injected cash to provide resources we didn’t have before, to improve the quality of the content and allow more business opportunities,” says Manyapelo.
“We now have professional multimedia equipment which I had to rent before,” he says. “Things are slicker now, and the audience is growing. We are now working to bring more brands in art, fashion, lifestyle and entertainment on board.”
Lwazi Hadebe presents the audiovisual clips for Previdar, which are embedded in the website, and is listed as a features editor.
Clothing for shoots is borrowed from up-and-coming designers who use great fabrics, says Manyapelo, who is well-connected in fashion circles. “I want to give exposure to these new designers,” he says.
Success also depends on alignment with similar-thinking advertisers, and it seems Manyapelo cracked this nut early on. He has a strong relationship with DNA Brand Architects, headed by the innovative advertising man Sylvester Chauke. Chauke clinched Matheba, and her Previdar cover generated a rash of social media activity. He also got Brutal Fruit to align their brand with Previdar.
“We now have a contract with Brutal Fruit, so I write blogs for them and Previdar is one of the Brutal Fruit ‘influencers’,” says Manyapelo.
The luxury brand public relations and marketing agency Vivid Luxury has expressed interest in its events being featured or publicised on Previdar.
All advertising revenue will be fed into the magazine, “to elevate it to new levels of sophistication and to boost the fashion, photography, make-up and artistic industries in South Africa and Africa”.
Manyapelo’s goals are for Previdar to become the premier online fashion magazine in the country and to launch a print version. “The idea is to offer a local flavour through the lens of international craftsmanship. I want to create a unique product and a platform for all things synonymous with elegance, edginess and forward-thinking.”
For now the focus is on growth.
“We want to establish strong relationships with designers, business personnel and a team who will be able to take on even bigger concepts that will shock the world and, hopefully, teach people to think broadly.”
Manyapelo has handed over the reins of editor-in-chief to Hloni Senokwane, who modelled for one issue and styled Pabi Moloi for another. “I want to concentrate more on the business aspect, and on executing my ideas through visuals,” he smiles.
He has clearly done an outstanding job of both so far.- The Star
* Visit www.previdar.com