The North West capital Mahikeng, or Mmabatho as it was known in the past, has produced and continues to produce a disproportionate number of prominent players in the  South African entertainment industry. Personalities such as Stoan Seate of Bongo Maffin, Thebe, HHP, Khuli Chana and – going further back in time – Tim Modise, Bob Mabena and Glen Lewis have all walked the streets of Maf-town. Among the latest to roll off the production line of superstars from Mahikeng is a young man who’s arguably the biggest performing artist in South Africa today, Cassper Nyovest.

Born and raised in Mmabatho, Refiloe Pholo, as he was christened, has taken South Africa by storm and has established himself as one of the most sought-after performers on the local entertainment scene. He recently signed a one-year deal to be a brand ambassador for premium vodka label Ciroc. Nyovest is predictably cagey about the exact figures involved, but it’s safe to say we’re talking seven digits.

The contract is the latest in a select portfolio of brand partnerships that has earned Nyovest a windfall. He’s been successful in cashing in on his massive public profile, which is built around his personal brand. But it hasn’t been about selling to the highest bidder. “It’s not just about the money.”