ACCORDING to www.alueducation.com, in many African countries, the media and entertainment industries are expected to have grown at five percent GDP per capita over the last decade.
Africa’s music industry is also flourishing, for example, MTV’s first Africa Music Awards in 2008 was a major discovery moment for the world. It introduced African pop culture to the world, with stellar performances featuring nominees from all over Africa.
Ten years later and with more access to the global entertainment market, Africa is slowly but surely rising to the forefront as the place to find inspiration for many western entertainment icons.
Namibia is one country Hollywood directors love to use for their blockbusters. Mad Max Fury Road for example is the 4th installment in the Mad Max franchise and was set in a future desert wasteland where gasoline and water are scarce commodities. The movie was filmed in Namibia only after rains turned the Australian desert outback into a lush field of wild flowers.
The main reason why Namibia was not an obvious first choice is because of the enduring notion that African audiences of Western media do not exist. This is most visible when one looks at the African film genre, as produced and packaged by Hollywood.
It continues to bring with it toe-curling inaccuracies just like their flat delivery of speech in African movies directed by Hollywood, which has come to be known as the ‘African accent’.
Beginning to truly change how Hollywood views Africa may take some time, but still, it can do a lot better. Honestly Hollywood should just hire African based actors for African roles, but that just my opinion.
But African entertainment sectors, which include music industries, film industries, fashion industry, comedy industries, are growing really fast, especially in countries like Nigeria, South Africa, Ghana, DR Congo and Tanzania.
A PwC Outlook report says South Africa’s entertainment and media industry is expected to grow from R112.7 billion in 2014 to R176.3 billion in 2019, with digital spend expected to fuel the overall growth. Nigeria’s entertainment and media market grew by 19.3 percent in 2014 to reach US$4 billion. By 2019, the market would be more than twice as big, with estimated total revenue of US$8.1 billion.
Namibia on the other hand is still struggling to export a superstar that will rattle the feathers of other creatives in Africa, which will ultimately propel the whole industry at large. The main reason for that is the lack of investment in the industry, not only by the government, but also from the private sector.
Confidente. Lifting the Lid. Copyright © 2015