BY KUYE OMOSEWA RUKAYAT
Africa’s creative landscape is transforming, driven by the dynamic voices of Generation Z. This tech-savvy, socially conscious, and unapologetically authentic generation are not just consuming content; they are shaping it. Through film, television, and digital media, they are challenging norms, driving culture, and defining the future of African entertainment.
With one of the youngest populations in the world, Gen Z’s influence on Africa’s cultural landscape is undeniable. From activism movements like #EndSARS in Nigeria to the Finance Bill protests in Kenya, young Africans are making their voices heard across various sectors, including entertainment. Their stories are not only relevant; they are becoming the cornerstone of the modern African narrative.
Gen Z’s evolving media consumption habits reflect their desire for authenticity and representation. According to the PwC Africa Entertainment and Media Outlook 2024–2028, Nigeria’s over-the-top (OTT) streaming is set to grow at a 10.5% compound annual growth rate, while linear TV is expected to increase by 8.1%. Similarly, in Kenya, OTT streaming is projected to grow by 10.9%, with linear TV seeing a smaller 3.2% rise. These statistics highlight the shift towards digital platforms, where Gen Z seeks content that aligns with their realities.
An Ernst & Young (EY) survey reinforces this trend, revealing that authenticity is the most valued trait in content among Gen Z. They crave stories that mirror their experiences, struggles, and aspirations, unfiltered and true to life. This is where young African filmmakers are stepping in, bringing fresh perspectives and narratives that resonate deeply with their audience.
Recognising the importance of nurturing this new wave of filmmakers, MultiChoice Africa’s leading entertainment powerhouse has invested in the MultiChoice Talent Factory (MTF) academies in Lagos, Lusaka, and Nairobi. These academies equip aspiring creatives with the skills to excel in storytelling, production, and cinematography. Each year, 60 filmmakers graduate from the MTF programme, stepping into the industry with innovative ideas and techniques. Many of these filmmakers go on to produce critically acclaimed films that captivate audiences across the continent.
The significance of the MTF initiative is reflected in the continued success of its alumni. Films such as Gone (West Africa), Everything Light Touches (West Africa), The Immersive Alarm (East Africa), Deadbeat (East Africa), Mwananga (Southern Africa), and Rivals in Time (Southern Africa) were nominated for the AMVCAs, showcasing the impact of MTF-trained filmmakers. Past standout productions like Irora Iya, Obi Di Omimi, and Inu Jin have also earned critical acclaim, further cementing the diversity and depth of storytelling coming from MTF alumni.
These achievements highlight a fundamental shift in the media landscape: Viewers are now creators. By empowering young filmmakers to tell their stories, MultiChoice has played a pivotal role in this transformation. The work of MTF alumni proves that authentic African stories, told by Africans, have the power to lead the way in global entertainment.
