Since launching in early 2025 in partnership with Kagiso Connect, Time Out has established itself as a popular and trusted guide to urban culture in Cape Town and Johannesburg.
Time Out South Africa has appointed Aisha Mohammed as its new managing director. Image supplied
now with Ayesha Mohammed is leading the businessThe brand is looking to the next phase of its growth – deepening its editorial mandate, expanding its audience and opening up new business opportunities in the local cultural economy.
In this interview, Mohammed shares his vision for the future of the platform and Time Out's role in shaping how audiences experience South African cities.
Time Out has been successfully launched in Cape Town and Johannesburg. Under your leadership, what is the next stage of development for Time Out South Africa?
Successful launches in Cape Town and Johannesburg have built a strong foundation, and the next phase is about deepening Time Out's role as the definitive guide to urban life in South Africa.
Our focus will be on strengthening editorial authority, expanding digital audience engagement, and building meaningful partnerships with brands who want to connect with culturally curious audiences.
At the same time, we're exploring how Time Out's global model – which blends trusted editorial, experiential and commercial collaboration – can unlock new opportunities locally. Ultimately, the ambition is to create a platform that reflects the cultural pulse of our cities and contributes to their growth.
South Africa has a competitive lifestyle and cultural media landscape. How will Time Out differentiate itself while maintaining global brand standards and local authenticity?
Time Out's strength lies in its balance between global credibility and deeply local storytelling. The brand has nearly six decades of experience curating the best of urban living around the world, and editorial rigor remains central.
But what makes Time Out unique is that each city is shaped by local experts who understand its culture, energy and communities. Our work in South Africa is to combine that trusted global framework with authentic local insights.
The most compelling city stories always come from within the city.
Time Out operates at the intersection of culture and commerce. How do you balance editorial credibility with the need to build strong business partnerships?
Editorial credibility is a cornerstone of the Time Out brand. Audiences trust our recommendations because they are curated by editors and cultural insiders who really understand their cities.
Business partnerships, when done thoughtfully, allow us to expand the reach of those cultural experiences. Balance comes from ensuring that partnerships align with the interests of our audiences while protecting the editorial independence that makes Time Out credible in the first place.
When that alignment exists, partnerships become less about advertising and more about enabling meaningful experiences.
Are there plans to expand to additional South African cities, and what will determine when the market is ready?
The expansion is certainly part of Time Out South Africa's long-term vision. Brands work best in cities with vibrant cultural ecosystems – places where food, art, nightlife, entertainment and community experiences are constantly evolving.
There are many cities with exciting cultural dynamics in South Africa, so there is definitely potential for expansion as the brand continues to grow.
Globally, Time Out has evolved beyond publishing into events and experiential platforms. Do you see similar opportunities in South Africa?
Absolutely! The way audiences engage with culture is increasingly experiential. Globally, Time Out has successfully expanded into events, experiential activations and Time Out Markets, creating physical spaces where audiences can interact with the brand in real life.
South Africa already has a strong culture of festivals, food experiences, music and nightlife. This creates a natural opportunity for Time Out to expand beyond content and curate experiences that bring the best of our cities to life.
Our recent conversion anand revolution The study produced interesting findings in the South African context – particularly as locals are looking for connection again after a few difficult years, optimism is fueling that search. This shows that South Africans are ready to experience more, and we are ready to help bring those experiences to life.
Happiness is a strategic advantage for brands
How important are brand partnerships and experiential activations to the long-term sustainability of South African business?
They are central to the long-term sustainability of the business. Modern media platforms need diverse revenue streams, and partnerships and experiences allow us to create value for both audiences and brands.
For Time Out, these collaborations aren't just advertising opportunities – they're about creating culturally relevant moments that audiences actually want to be a part of.
When editorial, experiences, and partnerships work together, you create an ecosystem that strengthens the platform as a whole.
What business opportunities exist for local brands wanting to engage with Time Out's cultural authority and city expertise?
Time Out gives brands access to highly engaged urban audiences who are actively searching for the best experiences in their cities.
This opens the door to a wide range of collaborations – from branded editorials and city guides to experiential activations and integrated campaigns. Because Time Out is built on trusted curation, brands have the opportunity to be featured in ways that feel authentic and culturally relevant rather than purely promotional.
We've already seen how powerful that influence can be. Our first-look feature at Kloof Konbini led to the item selling out within three hours, while Pizza Connection being named Cape Town's best pizza resulted in bumper queues out the door.
Wagyu brand, Zuni Burger joins Time Out Market Cape Town
This is the kind of real-world impact we are proud to deliver for businesses, and a mission to which we are committed.
What is most exciting to you about leading Time Out in South Africa this time?
South Africa's cities are incredibly vibrant, dynamic and creative, and there is growing global interest in the cultural energy emanating from the continent.
What excites me most is the opportunity to create a platform that celebrates that creativity while also connecting audiences with the experiences that make city life so fascinating.
At the same time, the media landscape is rapidly evolving, which creates room for innovation in the way audiences engage and collaborate with brands. This feels like a moment where culture, creativity and opportunity are coming together – and Time Out is perfectly situated at that intersection.