Phrase it™. Own it™.
As the worlds of artists, social media influencers, celebrities, and artificial intelligence (“AI”) continue to converge, iconic catchphrases are increasingly more than personality markers; they are evolving into valuable commercial assets. In an era where online identity holds substantial economic weight, the way catchphrases can be protected and commercialised is becoming both complex and crucial. Locally, expressions such as “Hello my Hunnays” by Kayla Kim Kay and “Molweni julle” by Anika Dambuza (also known as The City Makoti) have grown into instantly recognisable phrases among South African and international audiences.
