Box Nation takes South Africa's homegrown motorsport, spinning, onto the global stage - IDIDTHAT.co

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Anchoring the project are celebrity hosts Mpho Popps and Jason Goliath, who bring humour and mainstream appeal.

'Box Nation' presenters Mpho Popps and Jason Goliath

For brands, it's unmatched cultural visibility and emotional equity.

The hunger for spinning is undeniable. Mogul Pictures' first spin-focused TV project, 'So You Think You Can Spin', aired on e.tv and pulled nearly a million viewers nationwide, ranking second only to 'Scandal' and the evening news.

Their digital property, 'Spin Sessions', has racked up 4.4 million views in under two years, with 77% of its audience under 35 and a male skew of 88-95% - a marketer's dream for automotive, lifestyle, fashion, beverage, tech, and telco brands. On TikTok, that's 4.1 million views in five months. On Facebook and Instagram, over 675,000 impressions.

And the stars themselves bring reach: Shaun 'Skidmarks' Holland commands nearly 650,000 followers across platforms. Katra Mokgoshi has more than 374,000. Sam Sam, a Red Bull official spin car athlete and the sport's most recognisable talent, sits at 180,000+. Add presenters Mpho Popps (411k on Instagram) and Jason Goliath (69k), and the combined influence runs into the millions - all deeply engaged in the culture.

Ernest is clear, spinning is a movement.

"The spinning community in South Africa is electric, more than just motorsport, it's a full-blown cultural movement. It's like an extended family day out, where generations gather around a shared passion. Amapiano DJs, celebrities, influencers, even global stars now shout out the spinners and pull up to events. For brands, it's unmatched cultural visibility and emotional equity. Get it right, and you earn deep, lasting loyalty from an audience that knows the difference between showing up and selling out."

Spinning has been officially recognised as a motorsport since 2010. Government and industry support are growing, with ministerial backing and corporate interest on the rise. Global audiences are watching, with coverage from BBC, Vice, and NPR. The groundwork is already in place: the league, the drivers, the production, and the storytelling.

'Box Nation' is happening. The tour is underway. The cameras are rolling. The question isn't whether spinning will go global, it's which brands will stand with it as it does.