Seth Rotherham, the man behind the 2oceansvibe brand, has redefined entrepreneurship and media with a lifestyle-first approach. Recently featured in Playboy Magazine, Seth opened up about his philosophy, his journey, and how he turned a personal blog into a groundbreaking digital platform and Internet radio station.
Full PDF article from Playboy Magazine can be downloaded here.
Rotherham’s mantra, “Work is a sideline, live the holiday,” encapsulates his unique perspective on balancing life and business. For Seth, a holiday isn’t about doing nothing but about immersing oneself in activities that bring joy and purpose. As he explains, “A holiday is doing that which you enjoy doing and getting paid for it every day.” This ethos extends to how he operates 2oceansvibe, a platform blending entertainment, news, and lifestyle content for an audience seeking authenticity.
The interview highlighted Seth’s early days. From dabbling in IT during London’s dot-com boom to launching his blog in Cape Town, Seth’s vision was clear: to capture the essence of Cape Town’s vibrant culture, or as he calls it, “the spice.” The blog’s success naturally evolved into 2oceansvibe Radio, offering South Africa its first taste of cutting-edge Internet radio. With studios in Cape Town and Johannesburg, the platform now serves a national audience while maintaining a sharp focus on local relevance—a key to its success.
Authenticity, Seth believes, is non-negotiable in the digital age. His disdain for outdated advertising methods aligns with his push for credible, relatable content. “People aren’t buying the marketing bullshit anymore,” he notes, emphasizing the value of word-of-mouth and genuine brand partnerships. His curated approach extends to the brands he promotes, turning down opportunities that don’t align with 2oceansvibe’s ethos.
Seth also addressed the challenges of entrepreneurship, including building a team and pioneering a new pricing model for Internet radio. His “Cost Per Qualified Session” system ensures advertisers receive measurable value while audiences enjoy carefully curated content.
Beyond business, Seth’s commitment to kindness and karma stands out. A self-professed introvert, he balances his social persona with an emphasis on manners and humility. For him, success isn’t just about growth—it’s about inspiring others. “It thrills me when someone says, ‘Because of you, I finally left my job and started my own thing.’”
As 2oceansvibe continues to grow, Seth Rotherham proves that success doesn’t require compromising authenticity or enjoyment. Instead, it’s about creating a life—and a business—on your own terms.
