MacG vs Alabuga: South African Creators Speak Out!
What started as a glossy recruitment campaign turned into one of the most controversial influencer sagas of the year. — a Russian initiative promising high-paying jobs and luxury perks to young South African women — has now been exposed for what many believe it truly was: a calculated trap.
Influencers like Cyan Boujee, Seemah, Ghost Hlubi, and Aya Langa posted glowing endorsements on TikTok and Instagram, with some reportedly receiving up to R100,000 for their promotions A. Campaign videos featured luxury visuals, vague job descriptions, and promises of a “fresh start.” But beneath the surface, red flags were mounting.
SA Creators Speak out on Macg Podcast
In a seismic episode of Podcast and Chill, MacG gave the mic to creators like Seema, Munaka, Zille, Siya, and Zimasa — and they didn’t hold back. From coercive contracts to cultural erasure, their testimonies revealed a disturbing underbelly behind the influencer dream.
How the Alabuga Campaign Started
As more young women allegedly arrived in Russia under the Alabuga Start Programme, disturbing reports began to surface.
The programme’s recruitment tactics — allegedly targeting vulnerable youth through trusted influencers — sparked widespread outrage. Critics accused creators of allegedly prioritizing profit over ethics, while others argued they were misled too.
The Role of Influencer Marketing
Influencer manager Siyabonga Mhlungu, who appeared on Podcast and Chill, admitted his agency was hired by a Dubai-based company to recruit South African influencers for the programme. He claimed the brief was to promote hospitality jobs, but acknowledged stumbling upon media reports alleging drone factory labor and poor working conditions.
“We did the homework the whole country did — Google,” Mhlungu said. “Western propaganda is a real thing, so we were concerned and tried to verify what we could.”
Despite these concerns, recruitment continued. Mhlungu said his team awaited confirmation documents from Dubai but still proceeded with social media campaigns to sell the programme’s credibility.
Twitter fans from South Africa
The Fan Reaction: Twitter (X) Didn’t Miss
•MacG is the movement! President ya di podcast.
- “You can’t play with people’s futures like this.”
- “Influencers need to know they’re not just selling makeup anymore; they’re selling hope.”
- “This Alabuga thing is wild. SA youth deserve better than being used as brand bait.”
- “MacG gave them space to speak. That’s what media should be doing — not just chasing clicks.”
•That’s what leaders do, big up to MacG
South Africa’s influencer economy
South Africa’s influencer economy is booming — but with youth unemployment hovering above 40%, promotions tied to jobs or training hit differently. For many, a post from a trusted creator feels like a lifeline. That’s why this scandal cut so deep. It wasn’t about product placement — it was about the trust economy.
And the grey area is dangerous. The Advertising Regulatory Board governs ads, not recruitment. So when influencers promote job schemes like Alabuga, who’s really keeping them in check?
This is more than a scandal. It’s a call to creators, brands, and platforms to do better — to protect youth, to honor culture, and to keep the mic open for truth.
Let’s keep the culture honest. Let’s keep the storytelling sharp.