South Africa’s audio and broadcasting sector is undergoing a notable transformation as Kagiso Media Radio has officially rebranded to Kagiso Connect, reflecting the group’s evolution into a broader, multi-disciplinary media and services business.

The rebrand signals Kagiso’s growth beyond traditional radio broadcasting into research, digital publishing, experiential marketing, and financial advisory services. While radio remains central to its identity, the new name underscores a strategic shift toward building connections across platforms, audiences, and industries.

Kagiso Connect’s portfolio includes some of South Africa’s most influential radio brands, notably Jacaranda FM and East Coast Radio. The group also operates the South African edition of the global entertainment and lifestyle brand Time Out, as well as Vouch SA, one of the country’s newest independent digital insurance brokerages. Its research and insights arm, SoundInsights, has become a key provider of audience and media intelligence for marketers and advertisers.

Through its parent company, Kagiso Media, Kagiso Connect also holds non-controlling interests in several other prominent radio stations, including Kaya FM, OFM, Heart FM, and Gagasi FM. Kagiso Media is wholly owned by Kagiso Tiso Holdings (KTH).

Explaining the rebrand, Kagiso Connect Chief Executive Officer Nick Grubb said the previous name no longer reflected the scope of the business. “Calling ourselves KM Radio when we now operate across more industries was an obvious limitation,” he said. “What unites all our brands is their ability to forge human connections and add real value. ‘Connect’ resonates with our teams and stakeholders.”

Grubb added that retaining the Kagiso name was essential, given its legacy and values. That legacy traces back to the early 1990s, when Kagiso Media emerged from Kagiso Trust Investments as a commercial vehicle to generate sustainable funding for the Kagiso Trust. The Trust was co-founded by Desmond Tutu alongside other prominent anti-apartheid and civil society leaders, and continues to support education and development initiatives in vulnerable South African communities.

KTH Chief Executive Officer and Kagiso Connect Board Chair Paballo Makosholo said diversification has been a deliberate strategy to complement the strong performance of the group’s radio brands. “All Kagiso Connect brands share a common thread: understanding the people they serve, serving them excellently, and making a positive difference in their communities,” he said.

Alongside the name change, Kagiso Connect has rolled out a refreshed corporate identity and launched a new website. The rebrand coincides with an internal company-wide initiative to articulate and strengthen organizational values. Human Resources Director Wendell Smith noted that culture and brand evolution were closely linked. “Kagiso Connect aims to create an environment where people are inspired, supported, and able to do their best work,” he said.

For the international radio and audio industry, the move highlights a growing trend: established broadcasters repositioning themselves as integrated media and insight-driven businesses, while keeping radio at the heart of audience connection.