In Zimbabwe where “bread and butter issues” are at the front and centre of national consciousness, creative industries are still yet to be held in high regard. However, despite, or maybe even because of, our well-documented economic woes, innovative and compelling creative works are being produced. The need to take advantage of this and invest in the creative economy has become necessary more than ever before and here are some reasons why:
The creative economy is one of the “bread and butter issues”
Across the globe, the days when the creative economy was merely considered to be the exclusive domain of eccentric, brilliant, and tragic geniuses are coming to an end. Countries such as the United States, India, and Nigeria have managed to build multi-million-dollar creative industries that play a significant role in generating revenue for their national economies. They are a testament to the fact that if the creative economy is well supported and allowed to flourish in a conducive environment, it can take care of the people who work for it. The Nigerian film industry, for instance, is said to be the second largest employer in Nigeria and accounts for approximately 2% of the country’s GDP. The statistics do speak for themselves. Zimbabwe has an abundance of creative talent who can lower unemployment rates and play their part in developing the national economy if they have access to the resources that enable them to do what they love to do most…to create.
Hungry for local
The behemoth that is Hollywood has dominated the global entertainment industry for about a century. However, in recent times it has shown signs of slowing down. This is due to a number of reasons. Among them is a growing appetite for fresh content and globalisation enabled by digital technology which has allowed for the proliferation of content across borders with an ease that has been unmatched in previous generations. More and more consumers desire to engage with original content that is relatable to the context in which they live. The creative economies in the global south where most of the world’s developing nations can be found are flourishing. In Zimbabwe itself, industries such as those of music and visual arts are growing. It is therefore important that the country does not get left behind as the trend toward increasing the production of local creative products continues.
More connected than ever before
As technology becomes increasingly advanced, it has become relatively easier and more affordable to distribute and, in many cases, produce creative products. Internet technologies are the main conduits for the dissemination of content and they have enabled many creatives across the globe to access or tap into new markets. This therefore is one of the factors that make the local creative industries ripe for investment as the potential for return is quite high. The sizeable Zimbabwean diasporan community can often consume creative works produced in the nation of their birth with convenience. Ensuring that local creatives have access to digital technologies is imperative and beneficial to the creative economy as a whole.
Inasmuch as investments have already been made into the local creative economy, there is still significant room for improvement. Investing does not only benefit creatives themselves, it benefits the economy as a whole.
Through projects such as Scripts & Bars, and Narini done in partnership with British Council, Swiss Agency for Development and Cooperation (SDC) and Telco Broadband respectively , Kay Media Africa and its partners have been investing in the growth and the future of the creative economy in Zimbabwe. With over USD400,000 invested since 2022, this support toward the music and literature sectors specifically has seen over 150 creative projects implemented creating over 200 jobs. Visit kaymediaafrica.com and scriptsandbars.com to learn more about this work and how you can be involved.