Building the GC brand

TV series The GC follows the day-to-day life of a group of Maori mates as they work hard and play even harder on the Gold Coast of Australia.

Since the show screened in New Zealand last month, the stars - former Rotorua man Ngahere Ngatai, former Kawerau man Alby Waititi, Jade Ruwhiu and his mumsy (girlfriend) Jessi Nugent, Zane Houia, Rosanna Arkle (aka Rosie), Tame Noema, DJ Tuini, Jade Louise and Nathan Waikato - have been propelled into the public eye.

Jade Louise has been performing her music everywhere, DJ Tuini has gigged around the North Island, Rosie has donned boxing gloves and taken on Auckland socialite Jaime Ridge, and the rest have been making appearances. It seems even though the first season of The GC has ended, the stars are still popping up.

Since Rosie's celebrity fight, she, Zane, Jade and Jessi have been building their brands, making appearances, checking out the sights, catching up with friends and family and, of course, having a good time. They even surprised a Rotorua fan, Amy Wilson Waho, by visiting her at work.

The four friends are making the most of their new-found fame in a bid to make it a full-time thing. They're in New Zealand until early next month travelling around the North Island.

However, their trip may be extended if they book more work. They'd love to head to the South Island, too, says Jade. "The show opened another world for us."

The GC attracted a lot of attention - good and bad. The series has stirred up controversy over the use of taxpayer funding on the show. The cast members' favourite phrases - including mumsies ( girlfriends), neff (friend), creep on (scoring) and what doing? (what's up?) - are often heard on our streets.

Jade says he has been surprised by the attention he and his cast mates have had since the show screened, but was thankful because it had opened up many opportunities in travel and business. He says, in that respect, the show has been a "dream come true".

But with fame comes negative comments from the public. However, Jade reckons most of their feedback has in fact been positive and anything that wasn't, they didn't take on board. "We're pretty positive people," he says. "You don't really take notice ... we know who each other are."

Though they're often praised by fans and, at times, attacked by those who aren't, Jade says having Kiwi celebrities coming up to him and his cast mates asking them for photographs has been "hard to grasp".

Jade says he'd like to work with people to show them how to take advantage of opportunities given to them and make them work.

Jade owns his own business called Quartz Life. He has four business partners who are all Maori, and owns 11 properties. While Jade was in New Zealand, his business partners were keeping things running, something he was thankful for.

"They are running everything for me in Australia. We've actually opened up a house company and a mentoring coaching programme."

Jade says he'd like to build his brand and promote better living.

"Ultimately, I think for myself personally that I would like to be promoting where we've come from and the opportunities that are available to anyone.

"Opening awareness of what you really can achieve," he adds.

In New Zealand it's obvious The GC stars are just that - stars. However, when they head home, they live a normal life, Jade says.

"It's pretty much we get to live a normal life. We're not really in the limelight."

He says he and his buddies were all friends before the show and would continue to be.

With the fame, he says, it's important to stay grounded and, he adds, no doubt, they will.

"You have to be level-headed."