SoulProviders, a culturally driven digital creative agency within the Matrix Communications Group, has been appointed as lead communications partner for the Digital News Transformation Fund (DNT Fund). The Fund is an initiative by Google in partnership with the Association of Independent Publishers (AIP) and is independently administered by Tshikululu Social Investments.
Reputation positioning, strategic media engagement and thought leadership will be led by PR Powerhouse.
The DNT Fund will invest in the sustainability and digital future of independent and small news publishers in South Africa, supporting a diverse and representative news ecosystem as the media landscape undergoes rapid disruption. From community papers to niche digital outlets, the Fund recognises that journalism is essential to democracy but requires strategic support to thrive in a digital-first world.
“This partnership allows us to do what we do best, build stories, brands and communities that matter,” said Nosipho Ginindza, Managing Director of SoulProviders. We are proud to shape the voice and visibility of a fund that will change the future of independent media in South Africa.”
SoulProviders will lead the communications strategy, branding, and digital storytelling, while PR Powerhouse will focus on thought leadership, reputation positioning, and media relations. Together, they will support the Fund’s rollout through targeted campaigns, stakeholder engagement, and narrative building that speaks to both community and corporate audiences.
The DNT Fund supports publishers at three levels of readiness:
- Build – Early-stage news publishers in need of foundational digital tools (such as websites, content management systems, cameras, audio-visual equipment) and guidance to formalise operations.
- Grow – Mid-stage news publishers with an established online presence who require strategic and technical support to grow audiences, launch new products, or diversify revenue.
- Engage – Established publishers with fewer than one million monthly unique website users who are ready to experiment with sector-wide innovations or new business models that can be replicated.
With shrinking newsrooms, economic pressures, and the collapse of traditional news hierarchies, South Africa’s independent publishers play an increasingly vital role in informing, empowering, and reflecting communities. The DNT Fund meets this moment and looks ahead.
“The Fund is here to provide not just financial support, but strategic capability,” said Leanne Kunz, Head of Fund, Digital News Transformation Fund. We are thrilled to have SoulProviders and PR Powerhouse helping us elevate the stories of grantees and grow public awareness around the value of independent, public interest media.”
