The Creative Economy Is Important To Africa’s Growth

The Afrofuturistic theme for this year’s Vodacom Durban July is a big step in helping nurture the business of Art & Commerce in SA and on the continent.

When Cannes Lion Award-winning Kenyan photographer, Osborne Macharia, undertook a shoot with SA fashion designers Laduma Ngxokolo of Maxhosa, Sindiso Khumalo and Rina Chunga of Ri.ch Factory in Johannesburg recently, the intention was to create materials that bring to life the Afrofuturism-inspired theme for this year’s Vodacom Durban July.

Importantly, creating the striking materials for the theme – “Once Upon An African Future” –

also emphasised the relevance of African creative expression and the need to nurture the continent’s creative industry.

“We are thrilled with the way the theme has been captured creatively and it truly embodies our values pertaining to African creative expression – in terms of both the subject matter and the creatives involved. The creative industry needs the support of companies like ourselves,” says Vodacom Head of Sponsorships, Michelle Van Eyden.

Despite its immense contribution to South Africa’s GDP – over R90 billion per annum – the creative industry remains one of the most underappreciated drivers of the country’s economy.

“We aim to be a catalyst to help grow the creative industry in SA as well as facilitate meaningful cross-border collaborations,” adds Michelle Van Eyden. “Not only do we take the view that nurturing the creative industry will be beneficial to the country’s economy, but we believe that being part of culturally-defining collaborations such as this affords powerful brand salience.”

Indeed, Macharia is one of the primary figures in a creative revolution that is shattering every African cliché and giving the world a glimpse of a continent bursting with new ideas, and is being done under the banner of ‘Afrofuturism’ – a futuristic blend of fiction and visual fantasy that presents the African story in an entirely new way in the modern digital landscape.

“It’s been exciting to collaborate with Vodacom Red ahead of the Vodacom Durban July. We have had the creative freedom to create something spectacular and amazing. I think Afrofuturism featuring in this year’s Vodacom Durban July is a bold step. Not many brands are taking that leap of faith and it’s something that will be culturally defining,” says Osborne.

Apart from winning a Cannes Lion Award, two other of Osborne’s career highlights include having collaborated with Marvel for the launch of the movie Black Panther and the Oprah Winfrey Network for the television drama Queen Sugar.

For his work with Vodacom, Macharia views this project as another opportunity to redefine what Africa has to offer the creative world, with the benefit of a digital, global audience.

“Afrofuturism is such a broad genre, and our work happens to be a part of that genre. It’s about projecting a different perspective of what Africa feels and looks like – rather than what it is “known for” – because of the digital space that now exists.

“It’s about creating worlds that are optimistic and futuristic. It takes into account our culture and our love for colour. It’s about taking the small things that make us African and giving that to the world.”