Africa For Norway – Radi-aid

The Norwegian Students’ and Academics’ International Assistance Fund, or ‘SAIH’, has long been a supporter and funder of projects in less advantaged countries across the globe. Operating inline with the motto “Education for Liberation”, one of the primary aims of the organisation is the adjustment or re-development of the often narrow-minded European view towards developing countries. 2012 marks SAIH’s 50th anniversary and to celebrate the jubilee, whilst also bringing attention to the organization, they came up with a crazy concept – ‘Africa for Norway’.

Africa for Norway is a ‘fictitious’ non-profit organization which encourages Africans to raise money and collect radiators for donation to freezing cold, suffering Norwegians. Of course, being a first world country, not a lot of Norwegian people are actually freezing, but SAIH wanted to subtly remind people of just how easy it is for Europeans to play on typical African stereotypes; the same way many European charitiy videos do when it comes to portraying poverty and disease as a rampant standard in Africa.

Africa For Norway’s inaugural ‘fake’ project was to record a song and shoot a music video entitled “Radi-aid”, which would appear to bring together African celebrities and musicians in a grand choral masterpiece, inspiring the African continent to stand together for the plight of the poor, cold Norwegians by donating their old and unused radiators. The music video aimed to parody eighties Band Aid videos such as ‘Do They Even Know it’s Christmas’; highlighting Western media’s often grossly biased perspective in its portrayal of Africa.

Imagine if every person in Africa saw the “Africa for Norway” video and this was the only information they ever got about Norway. What would they think about Norway?

SAIH approached iKind Media, based in Durban, South Africa, to handle both the music recording and music video production right here at the South-East end of the African continent. Needless to say, a fantastic time was had by all with a great team of local creatives breathing life into this thought-provoking concept.

Fundamental to the principals of the project was the deep necessity to have community involvement throughout the entire performance process. Some years ago, SAIH aided the development of KCAP – KwaMashu Community Advancement Projects – a performing arts school situated at the Ekhaya Multi Arts Centre in Durban’s KwaMashu township. The purpose of the school was to provide disadvantaged youth with an oppurtunity to learn a variety of integrated arts and creative disciplines. Lead by the passionate and enigmatic Edmund Mhlongo, the students of this creative hub filled the bulk of the acting and singing roles, showcasing their many talents to the world. For more info on KCAP, visit their website –

SAIH has also launched a website to compliment the music video, check it out at

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Production Behind The Scenes

A Film by: SAIH, The Norwegian Students’ and Academics’ International Assistance Fund in co-operation with: Operation Day’s Work
Production by: iKind Media
Music: Wathiq Hoosain and Kurt Pienke
Lyrics: Bretton Woods
Supported by: Norwegian Agency for Development Cooperation (Norad), The Norwegian Children and Youth Council (LNU)

Norway Production Team : SAIH South Africa Production Team : iKind Media
Executive Producer Sindre Olav Edland-Gryt Executive Producer Michael Nefdt
Executive Producer Anja Bakken Riise Producer Devin Carter
Stock Footage Sourcing Silje Simonsen Viki Director Matt Nefdt
Production Accountant Levonne Nefdt
KwaMashu Production Team : KCAP Graphic Designer Stathi Kougianos
KCAP Manager Edmund Mhlongo Behind The Scenes Photographer Pagiel Chetty
Production Co-ordinator Samke Mkize
Music Production Crew : iKind Media
Video Production Crew : iKind Media Producer Devin Carter
Producer Devin Carter Music Producer Kurt Pienke
Director Matt Nefdt Studio Technicians Andrew Sutherland / Dylan Marriot
1st Unit D.O.P. Luke Mason Final Master Andreas Brinck Kristensen (Norway)
2nd Unit Director Xavier Vahed Tracked at : iKind Media Sound Studios / KCAP Sound Studio
2nd Unit D.O.P. Alan Patrick Guitar Dylan Marriot
Key Grip Marcus Hebbelmann Additional Instruments Kurt Pienke
Focus Puller Dylan Marriot
Production Manager Sian Boolsen Video Post  Production Crew : iKind Media
Wardrobe Shanelle Jewnarain Editor Devin Carter
Hair and Make-up Camilla Smith Online Edit Matt Nefdt
Art Department PA Noxolo Mhlongo Colour Grading Matt Nefdt
Grips PA Sbu Ndimande Titles / Graphics Stathi Kougianos
Celebrities Vocalists Cast
Samke Mkhize Lungelo Ndlovo Breezy V Vivian Ncgobo
Nombulelo Ctili Mthokozisi Biyela Radi-Aid ‘Collectors’ Ndabenhle Christopher Tobo, Funch Adejumo, Lulama Mthembu
Nandi Khumalo Thandeka Maqebula Conductor Andile Msomi
Nontokozo M Zuzile Skhakhane ‘Big Shot’ Producer Jo Majola
Nombuso Dlamini Sfiso Mkhize
Philisiwe Ntintili Radi-Aid Choral Members
Balungile Linda Sphumelele Nzama
Studio Technicians Mazwe Khumalo Nombuso Wanda
Luyolo Nakasa Sibonelo Myeni Lucky Simayile Lindani Phumlomo
Scelo Gasa Gaphela Busisiwe Nxumalo Lindani Shangase
Sihle Cele Tholakele Mkize Scelo Mthethwo
Sduduzo Mseleko