Finding My Voice on Air and in Life
Ntombi Phiri’s voice has become familiar to millions, warm, fearless, unmistakably African. But behind the microphone is a woman whose journey began long before the red light went on.
Rooted in Soweto, shaped by heritage, and guided by courage, Ntombi’s story is one of trusting instinct over certainty, voice over silence, and purpose over plan. This is the story of a broadcaster who didn’t chase radio, radio found her.
Ntombikayise Phiri, but most people call me Ntombi. I am a proud African woman, born and raised in the vibrant township of Soweto, South Africa. My roots are a beautiful blend of Zulu, Malawian, and Venda heritage, and I am deeply grateful to be a true daughter of the soil.
Growing up in Soweto, I was surrounded by the rich traditions. My grandmother, a strong and resilient Zulu woman, instilled in me the values of entrepreneurship, community, and respect for our heritage. She taught me the importance of preserving our culture and language, and I am proud to speak isiZulu and appreciate the beauty of African traditions.
My father and mother, Tom & Thembi Phiri, also played a significant role in shaping me into the woman I am today. They sparked my passion for African fashion, music, and documentaries, and encouraged me to explore and celebrate our African identity. I am a true Daddy’s Girl, and I credit my dad for my love for the African continent and its people.
Being African means everything to me. It means embracing our diversity, celebrating our strengths, and acknowledging our struggles. It means recognizing the beauty of our cultures, languages, and traditions, and passing them down to future generations. As an African, I am proud of our rich history, our resilience, and our vibrant cultures.
I cherish the traditions and customs of my cultural background, from the sounds of traditional Zulu music to the flavors of Malawian cuisine.
As I look to the future, I am excited to continue celebrating my African identity, exploring my passions, and inspiring others to do the same.
I did not anticipate pursuing a career in radio broadcasting. My initial aspiration was to ascend the corporate hierarchy as a prominent advertising executive and lead a fulfilling life. However, circumstances did not unfold as expected.
I secured a position in the advertising industry, but it soon became apparent that it was not aligned with my goals or values. I made the decision to resign immediately, without a contingency plan, and subsequently entered a state of panic.
“Being African means carrying our stories forward with pride.”
In an unexpected turn of events, I discovered a community radio station seeking news readers and was offered the position. This marked a pivotal moment in my career.
I was subsequently recruited by Kaya FM, where I enjoyed a fulfilling tenure. Shortly thereafter, I received an invitation from Radio 2000 to join a national radio station, which I accepted with enthusiasm.
As my radio career progressed, it created unforeseen opportunities. I have evolved into a versatile professional, working as a voice-over artist, conducting masterclasses to share my expertise, and serving as a master of ceremonies and facilitator for esteemed organizations such as the United Nations. My accomplishments have been recognized with several awards, including the 40 under 40 South African Awards and multiple radio awards.
Additionally, I have authored a children’s book addressing colourism within our community, a subject that holds significant personal importance. My journey has been marked by unexpected twists and turns, but I am satisfied with the path I have taken.
I hold a Journalism qualification from the University of the Witwatersrand (Wits University), a Marketing Diploma from Varsity College, and a Content Producer qualification from the National Electronic Media Institute of South Africa (Nemisa).
I am committed to ongoing learning and professional development, continually expanding my knowledge through reading and embracing the lessons gapped from the university of life.
I live by the principle of being teachable and teaching wherever I can. I believe that everyone has something valuable to offer, and I'm committed to lifelong learning and sharing my experiences with others.
I commenced my career as a news anchor, subsequently transitioning to the graveyard shift music show, where I hosted the programme for an extended period. The show garnered a devoted cult following, which did not go unnoticed by management. As a result, I was reassigned to the mid-morning slot, marking a pivotal turning point in my career, and, as the adage goes, the rest is history.
Life at work feels like home to me.
My efforts have been recognized with multiple accolades, including two Telkom Radio Awards for Best Music Show, a testament to the dedication and passion I bring to my craft. Additionally, I was honoured to receive the 40 under 40 award, acknowledging my contributions and achievements in my field before the age of 40.
My career legacy is defined by my passion for storytelling, my ability to connect with diverse audiences, and my commitment to amplifying underrepresented voices. I will be remembered for my energetic and authentic approach to radio broadcasting, as well as my dedication to creating content that inspires, educates, and entertains.
Award Winning Broadcaster
I have made a lasting contribution to the South African radio landscape by breaking down barriers and pushing boundaries. Through my work, I have created a platform for voices from diverse backgrounds to be heard.
The radio industry is a industry that celebrates youth, and I’ve noticed that older broadcasters often get pushed to the sidelines, which means less opportunities. That’s why I made a conscious decision to position myself as a teacher and mentor that I want to share my experience and wisdom with the next generation.
As I’m maturing, I feel like I’ve accumulated a wealth of knowledge and insight that would be a shame to keep to myself. I’m excited to pass it on and help others grow. By doing so, I’m not only staying relevant, but also ensuring that my legacy continues to inspire and empower others.
A turning point in my career was when I resigned from my job in advertising without a Plan B. I was feeling unfulfilled and stuck, and I knew I needed a change. That bold decision led me to stumble upon the community radio station, which ultimately changed the trajectory of my career.
The moment I walked into that radio station, I felt a spark of excitement and purpose that I hadn’t felt in a long time. It was a clear sign that I was on the right path, and it gave me the courage to keep pushing forward.
That experience taught me the importance of being brave, taking risks, and trusting that the universe will conspire to help you land on your feet. It showed me that sometimes, the best decisions are the ones that scare us the most, and that a pivot can be a powerful catalyst for growth and transformation.
I’m grateful for the guiding lights who’ve shaped my professional journey. Shado Twala, your pioneering spirit in South African radio inspired me to take the leap and pursue my passion. Felicia Mabuza, your strength and resilience as a woman in media have been a constant source of motivation. Wendy Williams, your unapologetic authenticity and bold storytelling have taught me to own my voice and perspective.
And to Oprah Winfrey, your impact extends far beyond the screen. Your philanthropy, empathy, and commitment to empowering others have been a beacon of hope and inspiration. Your influence has transcended borders, and I’m proud to be part of a community that celebrates the power of storytelling and the human spirit.
A quote that guides my work is: “If you want to go fast, go alone. If you want to go far, go together.”- African Proverb
My vision for the future is to continue making a meaningful impact in the lives of others through storytelling, radio, and education. I want to inspire a love for learning, a passion for storytelling, and a commitment to social change in the next generation.
I’m committed to creating content and programmes that promote empathy, understanding, and inclusivity, and that celebrate the diversity and richness of South African culture. Ultimately, I hope to leave a legacy that leaves a lasting, positive impact on my community, and inspires others to do the same.
