THE SOUL BEHIND THE LENS

The Raw Vision of Asabonga Mhlungu

Story by The Mondays Mag

A Mondays Magazine Feature on Storytelling, Soul and Staying Authentic

In a world saturated with content, Asabonga Cole Mhlungu stands out as a storyteller driven by purpose rather than trends. The founder and creative director of APMEDIAHUB uses visual storytelling to capture what he calls “the soul itself,” creating work that is both emotional and intentional. For Asabonga Cole Mhlungu, visual storytelling isn’t just a career, it is his native language. Growing up in the vibrant South African township of Umlazi before moving to the quiet suburbs at age 10, Asabonga developed a remarkably unique perspective.

Where Storytelling Became a Language

Asabonga’s journey began in Umlazi, where imagination shaped his early years. “I’ve always been drawn to storytelling,” he explains, recalling how he acted out stories as a child. It wasn’t until high school, when he picked up a camera, that everything changed. “It was like finding my language,” he says, describing how visuals became his way of expressing emotion and experience.

Shaped by Two Worlds

Growing up between Umlazi and the suburbs gave him a dual perspective. “Umlazi taught me to be present and observant, while the suburbs showed me introspection,” he says. This contrast continues to influence his storytelling, blending energy with reflection. With qualifications in marketing, film and television, and content management, Asabonga approaches storytelling strategically. “My qualifications are like tools,” he explains, allowing him to balance creativity with structure and audience engagement.

APMEDIAHUB and the Rise to Recognition

PMEDIAHUB was created to bridge the gap between emerging creatives and industry opportunities. Despite early struggles, including funding challenges and a failed partnership, he persisted. “I almost gave up… but I pushed through,” he says. His work eventually led to collaborations with global brands like Nike and Adidas. “I put in the work, and the right people saw it,” he adds, noting that creativity may be universal, but execution must remain culturally relevant. Today, Asabonga is now officially an OFFICIALLY OFFICIALLY Nike Women photographer, marking another major milestone in his rapidly evolving creative journey.

RAW SERIES: Capturing Authenticity

Through his RAW SERIES, now on Episode 25, Asabonga continues to explore vulnerability and human connection. “I wanted to capture real people, unfiltered,” he says. The series recently featured its third male subject, @BROIGBO (Chukwe TV), highlighting a deeper exploration of masculinity, vulnerability, and authentic human emotion through his lens.

Staying Grounded and Looking Ahead

Guided by spirituality, Asabonga views storytelling as healing and expression. “Staying authentic is about knowing your why,” he says. As he looks to expand APMEDIAHUB, his message to young creatives remains clear: “Tell your story unapologetically.” In shaping his own narrative, Asabonga continues to prove that authenticity is the most powerful story of all. In a fast-paced digital era obsessed with fleeting trends, Asabonga stays incredibly grounded through a deep connection to his Christ consciousness, which serves as the ultimate spiritual foundation for his creativity. His work transcends mere visual expression; it is a profound journey of personal healing and genuine human connection. One of Asabonga’s dream collaborations is to work with the likes of Kendall Jenner, a vision that reflects both his global creative ambition and belief in storytelling without boundaries. Advising young creatives to “tell your story unapologetically,” his vision remains crystal clear. To experience the world through his cinematic lens and follow his rapidly evolving journey, connect with him on Instagram.

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