I have a dream
This new decade is going to be a pivotal one for Namibian entertainment. It will be a decade for new beginnings and even bigger milestones.
You could call this piece my Martin Luther ‘I have a dream’ moment for Namibian entertainment.
My biggest desire this decade is to see accolades that actually benefit the whole entertainment industry and just not a few individuals. I would love to see more Namibian creatives get concrete and lucrative endorsements, and I want to see more creatives sell out shows and capitalise on their brands.
As it is right now, only a handful benefit directly in the industry. This has to change.
If you take a look at countries like Zambia, South Africa and Nigeria, there is a high consumption of creative content. Their industries are doing very well and most of their creatives make a living solely off their art. I want to see more Namibians appreciating local arts in that way.
On that note, this will be a huge decade for Namibian creatives digitally. In this decade, we will get much more out of their brands online than any other decade. There will be more streams and probably even better value commercially for Namibian creatives based off their digital presence. King Tee Dee will hit a million views on YouTube for The One, and I foresee many other artists following in his footsteps.
The entertainment industry is made up of a three-tier system: The consumers, the media industry and key stakeholders (event organisers and corporates). It is our responsibility as media professionals to unearth new talent and to celebrate Namibian creatives.
As for the stakeholders, they too have to prioritise Namibian creatives and support them.
Creatives such as models and musicians depend on their fans to keep their brands growing, and this should be the decade when fans support our artists.
This decade, I would love to see the Namibian government invest more in the entertainment industries at home. The entertainment industry is one of the biggest drivers in other countries with regards to their tourism, and countries such as South Africa and Nigeria are investing money into these industries – and it shows. These are most profitable art industries in Africa.
Perhaps a bit far-fetched, but I want to see a Namibian government that puts importance on the potential arts has for our nation.
This decade, I want to see more Namibian creatives making a living off their art and not relying on a nine-to-five job that has nothing to do with their first passion.
I want to see Namibian creatives make global impact and build lasting legacies.
Shona Ngava is a Namibian music activist, radio personality and brand manager.