# Seth Rotherham

Seth Rotherham (born William Rupert Mellor; 1977) is a South African entrepreneur, blogger, and media personality. He is the founder of 2oceansvibe Media and the online radio station 2oceansvibe Radio.

## Early life and education

Rotherham was born in Cape Town, South Africa. He attended Diocesan College, graduating in 1994. He earned a bachelor's degree in marketing from Cape Technikon (now Cape Peninsula University of Technology) in 1999. In 2015, he obtained a private pilot license from the Cape Town Flight Training Centre and completed the “Launching New Ventures” program at Harvard Business School in 2017.

## Career

Rotherham launched 2oceansvibe in 2002 as a personal blog, later expanding it into 2oceansvibe Media, a digital media platform covering pop culture, lifestyle, and news. The site gained recognition with the tagline "Work is a sideline, live the holiday." As traffic increased, he partnered with RSAWEB to transition the platform to cloud-based servers. 2oceansvibe has been noted for its use of clickbait headlines and promotional content, including referral links to international lottery sites, which Rotherham framed as a response to economic instability in South Africa. In 2019, 2oceansvibe won multiple South African Blog Awards, including Best Overall Blog and Best Entertainment Blog.
In 2009, Rotherham released the DVD Touch Yourself, featuring moments from 2oceansvibe and guest appearances by Helen Zille, Bob Skinstad, Pauly Shore, and Billy Zane. The DVD included the viral Randall Abrahams "Rocky" video, which won Blog Post of the Year at the 2009 SA Blog Awards.
In 2010, he founded 2oceansvibe Radio, an online radio station covering business, technology, and entertainment. The station attracted between 10,000 and 15,000 monthly listeners and expanded to Johannesburg in 2012 with a studio in Melrose Arch. A partnership with News24 followed, broadening access to the station. In response to concerns about inflated listener figures reported by NetDynamix, an independent audit was conducted, leading 2oceansvibe to transition to Triton for more accurate audience metrics.
In 2013, Rotherham's company launched a news-radio app integrating live-streamed radio with multimedia content, allowing users to access articles, videos, and purchase songs via iTunes.
Beyond media, Rotherham has founded multiple ventures, including OurHood, a neighborhood social networking platform; Get Jet, a private jet charter company; and Du Cap Collection, which includes Café du Cap, Malawi Cane Interiors, Air du Cap, a regional charter airline and Cabine du Cap, an off-the-grid retreat in the Little Karoo.
Rotherham co-hosted Tech Report on eNCA, a television program covering technology and innovation, and appeared in the Changemaker series hosted by Ruda Landman. In 2015, he returned as a presenter on Tech Report after the show secured sponsorship from First National Bank. In 2014, he was a guest judge for South Africa's Doodle4Google competition, where students created Google Doodles depicting the "South Africa of My Dreams."
Rotherham has been active on social media, particularly Twitter, engaging with South African entertainment and media discussions. In 2021, he supported Butler's Pizza's ‘Piece Prize’ initiative, which donated over 82,000 pizza slices to frontline workers during the COVID-19 pandemic.
He has been featured in publications including YOU Magazine, Signature Magazine, ELLE Magazine, and JUICE Magazine. The Times article included a photoshoot of him outside Mabu Vinyl, a record store in Cape Town. Rotherham was interviewed by Carte Blanche anchor, Ruda Landman, and described as South Africa's answer to Richard Branson. Rotherham spoke at the Word-of-Mouse Huddle workshop, led by Dave Duarte, on online brand storytelling and digital marketing.
In 2008, Rotherham purchased the South African registration plate "CA 3" for R340,000 at an auction in Johannesburg and placed it on his Ferrari 355. He cited its prestige, noting that "CA 1" belonged to the mayor of Cape Town and "CA 2" to another private owner. He has advocated for the expansion of internet radio in South Africa, emphasizing its potential to provide greater variety than traditional FM stations.

## Publications

Rotherham authored Work is a Sideline: Live the Holiday in 2014, discussing e-commerce strategies and online business models.

## Recognition

In 2010, GQ named him South Africa's Best-Dressed Man. In 2013, he was featured in Playboy Magazine, where he discussed his entrepreneurial journey. He served as a brand ambassador for MINI South Africa and secured sponsorships from Vespa, Puma, Sunglass Hut, Jack Daniel's, and Beats by Dre.

## Controversies

Rotherham and 2oceansvibe Media have faced scrutiny. In 2012, 2oceansvibe Radio was criticized over inflated listenership figures reported by NetDynamix. Following an independent audit, 2oceansvibe ended its relationship with the company and moved to Triton for more accurate audience metrics.
In 2017, Rotherham's company was involved in a legal dispute with blogger Chris von Ulmenstein regarding articles about the South African Butler Academy. 2oceansvibe Media defended its reporting, asserting that the articles were based on misleading information.

## Personal life

Rotherham is married to Samantha Mellor.