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The Football Association of Zambia (FAZ) has unveiled a provisional 26-member squad for the upcoming Under-20 Men’s COSAFA Tournament, scheduled to take place from July 4th to 13th, 2025, in Windhoek, Namibia. The squad, primarily composed of Under-17 players, is intended to use the regional competition as preparation for the upcoming World Cup.

However, the selection process has quickly drawn significant criticism from football fans, who argue that the squad exhibits a strong bias towards Lusaka-based academies, with very few players reportedly hailing from the Copperbelt or other regions of the country.

Many fans have expressed frustration, asserting that the selection overlooks a wealth of untapped talent across the nation, particularly along the “Line of Rail” (a term often referring to the Copperbelt and surrounding areas with a rich footballing history). Calls for a more inclusive selection methodology have emerged, aimed at ensuring equitable opportunities for talented players from all provinces.

One concerned fan articulated this sentiment, “The selection process should be across all Provinces unlike getting players in the same Teams. Zambia is blessed with talented players hence to unlock the untapped talent by giving each and everyone equal chances and opportunities.”

Football Analyst Moses Mpundu echoed these concerns, acknowledging that the selection indeed appears to be biased towards Lusaka and the Copperbelt. However, Mpundu also pointed to the reality that FAZ’s operational structures are more prominent in these two key footballing regions.

Mpundu further elaborated that the limited representation from other areas might not be due to a complete absence of structures, but rather a lack of their effective functioning. This, he suggested, hinders the exposure of talent from these regions and could ultimately impact the overall performance of national teams.

“When you look at the Under 17 it is a very critical age and obviously you want a player that is exposed,” Mpundu explained. “It’s very hard for any coach to pick a player outside the line of rail; such places are rarely monitored. This is not a professional level, and you are trying to blend professional and amateur. The condition of football along the line of rail is totally different.”

The criticism highlights a persistent challenge for Zambian football: ensuring a truly national and merit-based talent identification system that provides opportunities for all deserving young players, regardless of their geographical location. FAZ is now facing pressure to address these concerns as preparations for the COSAFA tournament get underway.

The Football Association of Zambia (FAZ) has

The Zambia Consumer Association (ZACA) has accused businesses and retailers of profiteering and failing to pass on the benefits of the Kwacha’s recent appreciation to long-suffering citizens. ZACA is demanding immediate and tangible price reductions on essential goods and services, warning that consumers are being unfairly exploited despite positive macroeconomic indicators. In an exclusive interview with the Zambian Business Times (ZBT), ZACA Executive Director Juba Sakala welcomed the Kwacha’s recent strengthening against the US Dollar, noting its trading within the K24.30 to K26.45 range. While acknowledging this as a positive macroeconomic development, Sakala expressed a deep-seated frustration shared by millions of Zambians: the disconnect between a stronger national currency and stubbornly high living costs. “This trend, if sustained, should unequivocally signal lower prices for imported goods, fuel, transport, and basic commodities,” stated a fiery release from ZACA. “Yet, the cost of living remains stubbornly high, with the basic needs and nutrition basket currently pegged at an astronomical K11,230.00 – a figure that remains tragically out of reach for the majority of Zambians.” Sakala noted that consumers continue to bear the brunt of exorbitant food, electricity, and transport costs, implying a deliberate withholding of price adjustments by suppliers and retailers. “Macroeconomic improvements must translate into microeconomic benefits,” Sakala emphasized, warning, “The consumer cannot continue to suffer while key economic indicators show improvement. This is unacceptable.” ZACA reaffirmed its resolute commitment to actively monitoring market practices, pledging to confront and challenge what it deems as “unjustified pricing” with every available tool. The association issued a clarion call to both the government and the private sector, urging immediate and responsible action to rectify this perceived market imbalance. “A stronger Kwacha must unequivocally mean a stronger consumer,” Remarked Sakala

The Zambia Consumer Association (ZACA) has accused

Zambia’s Minister of Finance, Dr. Situmbeko Musokotwane, has outlined the government’s commitment to enhancing domestic revenue generation to reduce reliance on foreign aid.

His statements were made during a Bloomberg panel discussion, where he also addressed the implications of geopolitical trade tensions on Zambia’s key exports.

Dr. Musokotwane acknowledged that the recent announcement of aid reduction from the United States of America came unexpectedly.

However, he affirmed the government’s resolve to implement measures that will secure increased revenue for the country, fostering greater financial independence.

“The announcement came abruptly; it would have been better if we were notified at least a few months or years before in order to make adequate actions. But we will ensure that we generate more revenue for the country, so that we can be independent,” Dr. Musokotwane stated.

The Minister further emphasized the urgent need for global superpowers, specifically referencing China and the United States, to resolve their tariff disputes. He warned that such conflicts have a direct and detrimental impact on Zambia, as the value of its copper-containing exports to the U.S. market could diminish significantly.

“Big powers should quickly resolve their conflict on tariffs as it poses serious challenges on the exportation of items to the U.S., which contain copper, will lose out in terms of value,” Dr. Musokotwane urged, highlighting the vulnerability of Zambia’s economy to international trade dynamics.

Zambia’s Minister of Finance, Dr. Situmbeko Musokotwane,

Zambia’s ginger and garlic production has seen significant progress, with local supply now meeting national demand for nearly half the year a major shift from previous years when the country heavily relied on imports. ‎

In an exclusive interview with the Zambian Business Times (ZBT), Bernard Sikunyongana, President of the Fruit and Vegetables Association of Zambia, confirmed the expansion of domestic ginger and garlic production. He revealed that the importation window for these commodities has been successfully reduced from nine months to just six months annually. “We are seeing more and more farmers getting involved in ginger farming. Our local production has improved significantly.In the past, we could only produce enough to sustain the market for three months, but now we are producing sufficiently to meet demand for six months,” Sikunyongana explained.

Historically, Sikunyongana said Zambia imported up to 90% of its ginger and garlic, primarily from East African countries. However, due to increased farmer engagement, spurred by the association’s proactive efforts to promote ginger and garlic cultivation, local growers are now fulfilling national requirements for half the year.

Despite this commendable progress, Sikunyongana highlighted a critical challenge impeding further growth: irrigation infrastructure. “We have the manpower, and our farmers are willing. But the main challenge remains irrigation as not all farmers can afford to drill boreholes or install watering systems,” he stated. He further emphasized that with enhanced support in accessing modern irrigation facilities, Zambia possesses immense potential to achieve complete self-sufficiency in ginger and garlic, entirely eliminating the need for imports.

Sikunyongana noted that while precise tonnage figures for current production or imports were not immediately available, the Association is actively compiling this vital data. The rise in local ginger and garlic production signifies a positive trajectory for Zambia’s agricultural sector, contributing to food security, economic empowerment for farmers, and a reduction in the country’s import bill.

Zambia’s ginger and garlic production has seen

The Lusaka Securities Exchange (LuSE) has reached a significant milestone with its All Share Index surpassing the 20,000-point mark, a development that signals strong growth and rising investor confidence in Zambia’s capital markets.

‎Speaking in an exclusive interview with the Zambian Business Times-ZBT LuSE Chief Executive Officer, Nicholas Kabaso said the 20,000-point threshold is not just a number but an important indicator of market performance and investor sentiment. ‎“The 20,000 points is just an image we use to assess how the market is growing.

The fact that we’ve reached that level means the market has shown significant growth from the start of the year to now,” Kabaso explained. ‎He noted that the rise in the index reflects increased activity and price movement across various counters, which shows that investors are willing to buy shares at higher prices due to growing confidence in the market’s performance. ‎“Prices going up means basically means people are responding favorably to the market. We’re seeing increased appetite across multiple sectors, and that’s a strong indicator that the broader economy is performing well,” he added. ‎

Furthermore, Kabaso said the positive movement is not isolated to a single company or sector, but rather a widespread rally across different stocks. This broad-based growth suggests a stable and sustained upward trend in the market. ‎“Now we’re seeing recovery in agriculture, growth in the energy sector, and more participation from retail investors.” ‎

Additionally he attributed the bullish performance to a stronger macroeconomic environment, improved rainfall patterns, and growing interest from retail investors who are increasingly participating in capital markets. ‎“We’re also seeing more retail participants getting into the market, which is giving us further confidence that this performance can be sustained.”

The Lusaka Securities Exchange (LuSE) has reached

Zambia’s Minister of Finance, Dr. Situmbeko Musokotwane, has outlined key government development measures aimed at significantly increasing mineral production, particularly copper, to bolster the nation’s economic growth.

The Minister shared these insights during a panel discussion at the 2025 Bloomberg Africa Business Media Innovators conference held in Livingstone and attended by the Zambian Business Times – ZBT. Dr. Musokotwane emphasized the government’s focus on resolving existing legal disputes between mining companies and the state to foster “an environment conducive to enhanced production and attract further investment.

We want to create a conducive environment for enhanced production by resolving court cases that were existing between government and mining companies, as that will also attract more investors in the mining sector,” he stated. This proactive approach is intended to allow mining entities to concentrate fully on their operational output.”

The contentious push to ramp up Zambia’s copper production, however raises critical questions about the true beneficiaries of this anticipated boom. While the government speaks of economic growth, critics are quick to point out that the “resolution” of long-standing mining disputes could disproportionately favor large, often foreign, corporate entities, potentially at the expense of national accountability and equitable resource sharing. He said beyond raw material extraction, the government is also strongly committed to promoting value addition within the mining sector. Dr. Musokotwane highlighted plans to maximize the utilization of various mineral resources by transforming them into finished products, such as batteries and other components, which will generate greater revenue and accelerate economic development. However, this remain largely abstract, lacking concrete roadmaps or tangible commitments that would ensure substantial benefits accrue directly to Zambian citizens through local industry and widespread employment.

“We want to increase the quantities of mineral production and also add value addition by utilising the mineral resource, which will be turned into finished products that will generate more revenue for the country,” he affirmed. Furthermore, the Minister disclosed that the government is engaged in negotiations with emerging mining companies regarding shareholding.

However, he underscored that the paramount objective remains ensuring the proper and efficient operation of these enterprises to maximize production. “Government is negotiating with emerging mining companies on shareholding, but the most important thing the government is really focusing on is to ensure that companies are operating smoothly and have more production,” Dr. Musokotwane concluded.

Zambia's Minister of Finance, Dr. Situmbeko Musokotwane,

The 2025 Bloomberg Africa Business Media Innovators (#AMBI2025) event, held in Zambia’s Tourist Capital, Livingstone, at the Radisson Blu Hotel, attracted several industry professionals from across Africa who shared knowledge and discussed solutions to the major disruptions faced by the media industry in Africa.

The event was held from 8th June to 10 June and saw Global partners, public officials and was graced by Bloomberg co-founder and editor Emeritus – Mathew Winkler, the Minister of Finance of Zambia Dr. Situmbeko Musokotwane and distinguished industry players and panelists for the various themed discussions.

The lively discussions were stared by the state of play in the media industry in Africa, key priorities for Africa Media including; attracting critically needed capital to the continent’s Media industry, harnessing the potential of digital disruption and Al and the development of new models of monetization that financially support the business of the media while protecting the integrity of independent journalism among other cross cutting topics.

Dr. Situmbeko Musokotwane, who represented the Zambian government recognized the importance of the event to the media industry, noting the crucial importance of the media in supporting the country’s economic and social ambitions.

“We are delighted that Bloomberg and the media organisations are hosting this event in Zambia. There is a lot that we share. As a government, our main focus is about addressing an African priority: youth employment. If we don’t address it quickly, it becomes the seed for social and political instability and growth comes from investment and for investment to take place, part of the job is knowledge sharing which is a critical role that the media needs to continue to play”, said Dr. Musokotwane.

However, speaking at the same event Co- Founder of Bloomberg News and Editor-In- Chief-Emeritus Matthew Winkler called for optimism by independent media houses across the continent despite the economic and challenges being faced.

“Africa’s fintech and digital business models exemplify the continent’s entrepreneurial capabilities. Groundbreaking enterprises are driving change and setting new benchmarks for media excellence. As we reflect on these achievements, we must also identify the investments and strategies that will power the next decade of media in Africa.” said Winkler.

During the panel discussion on the “state of play in African Media, Zambian Business Times – ZBT Managing Director Donald Mumba stated that the media environment in Africa and Zambia holds vast opportunities and remains largely untapped.

Mumba told the gathering that the ZBT has been able to take advantage of the digital and demographics in Africa and Zambia to attain a reach of over 2 million people a month.

He further stated that the Zambian Business Times has also been able to aggressively grow its subscriber base to over 70k by utilizing bulk subscription drives through business and professional member organizations.

The Zambian Business Times – ZBT was privileged to be the only Zambian Media organisation offered the opportunity to contribute as a panelist at the exclusive and invitation only Africa Business Media Innovators 2025 #ABMI2025 event.

The 2025 Bloomberg Africa Business Media Innovators

With jaw-droppingly beautiful scenery, unparalleled wildlife, colourful people and rich cultural traditions, is it any surprise that the soils of Africa have nourished a growing film industry that is set to become a dominant employer and economic contributor in the future?

According to UNESCO, the African film and audiovisual industries currently employ around 5 million people and account for US$5 billion in GDP across the continent. Given Africa’s unique offerings, well suited to film production, UNESCO says the sector has the potential to create more than 20 million jobs and contribute US$20 billion to the continent’s combined GDP.

But there is a thorn in the side of this sector, that if left unchecked will fester and cause its ultimate demise. That thorn is content piracy – the illegal recording and distribution of original African video content.

UNESCO estimates that the continent’s creative sector loses US$1.5 billion annually to piracy. Two of the biggest film markets, Nigeria and South Africa, suffer annual losses of around US$3 billion and US$321 million respectively.

African content value system

Zimbabwean filmmaker and actor, Ben Mahaka, who has been victim to piracy, says the starting point for this should not necessarily be the pirates, but the consumers of pirated content.

“Africans need to understand the value of their own cultural heritage, and must value themselves first. If we don’t have that, we won’t have the strength to pull out those stories and share them with the world. Authenticity is key to maintaining and infusing value in our stories.

“So we need to take a step back, accept who we are and then move forward from there. That means taking off the wigs, losing the mannerisms and the accents, and stop trying to be something that we’re not. We should not be ashamed to shout about where we come from. Our origins are villages, and we should celebrate that,” he says.

When communities are proud of their stories, and their cultural and creative heritage, they want to protect that. Original African content then has an inherent value. When such a value system is created, consumers are less likely to want to support pirates over producers.

Dr Gopolang Ditlhokwa, film and television lecturer at the University of Botswana, says safeguarding our cultural stories and ancient wisdom requires us to rethink what it means to own, transmit and protect knowledge.

“Too often, we treat piracy as a surface-level problem of access and theft. But it is far more structural, as it speaks to the way we have failed to create cultural economies where creators are valued for the worlds they carry.

“When a film is pirated, the copying that happens removes it from the social and historical relations that gave it meaning. It gets completely uprooted. What we lose in that process is authorship, intention, and the cultural grounding of the work itself, more than revenue. This is a form of cultural dispossession that simulates older forms of colonial extraction, only now dressed in digital convenience,” Dr Ditlhokwa explains.

A threat to African sovereignty

He adds that piracy is not just a financial threat, but a cultural wound. When local films are pirated, more than income is stolen; filmmakers are stripped of their labour, language, memory and any meaning that was carried in that work.

“For African storytellers, especially those working in local languages or anchored on indigenous knowledge systems, films exercise continuity. Piracy interrupts that. It breaks the fragile chain between the creator and the community, between tradition and innovation. It discourages investment, weakens morale, and ultimately pushes creators away from telling stories that matter.

“When local productions fade, so do the languages, customs and histories they carry. This causes generational damage. If we are serious about preserving African storytelling, we must treat piracy as a structural problem, beyond it being just a criminal one. It is a threat to cultural sovereignty,” he says.

Higher quality productions

A vital part of building this value system is the quality of the content itself. Higher quality productions naturally carry a premium value within the system, warranting greater consumer support in protecting the content.

“In Namibia we are starting to see good quality productions coming out and making their way onto channels like Africa Magic and into the Africa Magic Viewers’ Choice Awards (AMVCAs). This year three Namibian productions were nominated for an AMVCA. There’s a beauty in witnessing other types of content beyond what people have traditionally associated with African film, making it onto these platforms. I think producing better quality productions plays a role in protecting our content,” says Award-winning Namibian actor, Adriano Visagie.

This year, the Namibian productions Lukas, Skeleton Coast and Walvis Tale, the short documentary depicting the deep connection between the ocean and the people of Walvis Bay were all nominated for AMVCAs.

Changing the system

Another potential solution is introducing the studio system used in Hollywood in the 1930s and 1940s, where movie studios controlled all aspects of film production.

Malawian producer and director, Shemu Joyah, says this system could help keep content out of the hands of pirates.

“The studio system helped filmmakers preserve their work while still making money from it. They were able to control distribution and receive a percentage back from the movie houses. Distribution is a challenge for independent filmmakers, so this could be a solution. Because if you’re not distributing your content through the right channels where consumers can easily access it, you must know a pirate will be there waiting to distribute it for you illegally,” says Joyah.

He proposes another, less orthodox solution: working with the pirates themselves. Joyah’s theory is that by turning the pirate distributor into a formal distributor, the industry could just address both challenges of distribution and piracy at the same time.

“One of the reasons for piracy is this lack of access to distribution channels. But pirates have an excellent distribution network. So the pirates are in one room and the African filmmakers are in the other. I’m proposing that we bash the wall down between the two and see how they can work together. Because if we could get part of our money back as filmmakers, we can plough that into making more films. More films equals more money for the creatives and the distributors, leaving less room for illegal copies where neither or us make any money,” Joyah explains of what he calls a potentially symbiotic relationship.

An African solution

Stronger anti-piracy laws and their enforcement are no doubt needed across the continent to tackle the current situation head-on. However, although content piracy is not a uniquely African problem, looking at it through a continental lens could provide a longer-term solution.

Dr Ditlhokwa says creating ecosystems of cultural dignity could offer a more sustainable approach to piracy. “That means, funding archives that pay royalties to living creators; making it mandatory for storytelling to be part of formal education as a form of intellectual inheritance; and developing local platforms where circulation is structured around care, ownership and cultural context, instead of just promoting virality.

“Most importantly, we must restore storytelling to communities through shared custodianship. Let the community hold the story, let them benefit from its circulation, and let the storyteller remain central to its life. Piracy thrives where value is not understood. To stop it, we must revalue what we already know,” he further explains.

Whatever the ultimate solution, creatives agree it must come from within Africa. We cannot rely on external forces to safeguard our stories. We need to contribute to the future of our creative industries, be proud of our heritage and play our part in preserving our original content. Or be prepared to lose it all together.

Piracy is more than theft, it is cultural erasure. It strips African filmmakers of their stories, their voice, and their dignity. To protect our creative sovereignty and realise the true economic potential of African content, we must build a system that values and defends original African work at every level. Collectively, we must stand together in fighting piracy.”  Frikkie Jonker, MultiChoice Group Africa Anti-Piracy Director.

With jaw-droppingly beautiful scenery, unparalleled wildlife, colourful


An old woman and a young maiden walk to the river to fetch water. The old woman
sits on the river bank while the young girl splashes in the water. “Tell me,
grandmother, about the time when you were young. What was it like?” she asks.
The old woman smiles and tells the young girl about how beautiful she was, how the
young hunters came to seek her hand in marriage and how her dowry was paid.
“There is so much more to a woman than physical beauty,” her grandmother tells
her, as they sink their clay pots into the river, filling them with water before beginning
the journey home.
This is what Zambian author, teacher, screenwriter and Mpali script writer, Tisa Phiri,
sees when you ask her what African storytelling means to her.
“I think that’s the kind of story that would have been transmitted between old and
young, while performing everyday tasks like the women and girls getting water or
preparing supper. These were opportunities for the elders to teach the youngsters
about their lived experiences, but also about their tribe’s history and heritage,” Phiri
explains.


A moral compass


As we celebrate Africa Month in May, the spotlight falls onto Africa’s tapestry of rich
cultural traditions, the backbone of which remains oral, singing and dancing
storytelling.
Phiri is among the African filmmakers trying to keep this custom alive through the
modern storytelling medium – film.
“Storytelling helps us transfer the wisdom from our elders, traditions, morals, ethics,
the ‘right thing to do’ and what is expected of us, onto the next generation. Today’s
parents are busy with work, so it’s rare to find people sitting down to inculcate this
knowledge to the young ones.
“My father was a very good storyteller, and would tell us stories after dinner. I was
eight years old, and can still remember the sound of his voice. He was so descriptive
in his storytelling that I could vividly see the story playing out in my mind as he
spoke. Most of the stories were life lessons. Sometimes they were scary, but I learnt
so much from them. Even now, when I recall his stories, I see the lessons in them,”
Phiri says.
Award-winning Malawian filmmaker, Shemu Joyah agrees, saying the childhood
stories his grandmother told him were so evocative that the lessons stayed with him
for years.
“When you’re a kid, you don’t realise it. But growing up and looking back you see
your grandmother was teaching you a lot about morality, how to behave, how to live
with others, how to treat other people. She used her imagination to tell us these
stories, and one day you realise that the hare, hyena or lion in the story is you or
someone you know. These stories stayed in the mind. You would remember them
long after hearing them. I would even go to school and tell my friends, “my
grandmother told me this story, listen here”. It was impactful,” Joyah recalls.


Storytelling still relevant


He believes traditional storytelling was a powerful medium for communicating
important issues while providing a moral and ethical fabric for society.
Dr Gopolang Ditlhokwa, film and television lecturer at the University of Botswana
agrees, says storytelling remains important to Africa’s cultures because it conveys
who we are.
“Africa has a culture that, despite centuries of disruption, has refused to be erased.
This culture has defined how we live, relate to one another, and make sense of the
world. Long before anything was written down, our histories, our knowledge, and our
values were carried in the voice of the storyteller. Even today, in many parts of the
continent, that voice still holds firm. We should be reminded of where we come from,
and in many ways, where we are going,” says Dr Ditlhokwa.
That is the enduring allure of African storytelling. Part lesson, part fact, part myth,
these stories bridge the past and the present, and in years gone by captured the
imagination of generations of children who, as adults today, still deeply appreciate
their wisdom.


A critical role


It is these same adults who see where the lack of storytelling in their cultures has
had a marked impact on how modern children are growing up today.
“When I see young people and how their morals are degrading, how disrespectful
they are, it really bothers me. Storytelling shaped us into the people we are today.
We should use this medium to continue telling our stories to the young ones to show
the traditions from our country, the morals we follow and the respect we have for
each other, ” says Phiri.
Joyah feels that it is only in retrospect that the older generation has become aware
of the critical role storytelling played. Beyond life lessons and societal expectations,
this intimate tradition provided a solid foundation on which previous generations
were built.
“Storytelling still has that role to play. There is still space for us to revisit it. And we
should, because once it’s lost, it’s lost forever. The stories that our grandmothers told
us also prepared us for the future – that is still relevant today. Perhaps the question
is ‘how do we package it in such a way that the youth will see value in it, especially
where indigenous language is concerned, instead of rushing off to social media?” he
explains.
Somebody who has seen this firsthand is Zimbabwean actor and director, Ben
Mahaka. Growing up in rural Mount Selinda with its abundant storytelling tradition
before moving to Ethiopia and later Europe and America, Mahaka returned to his
home village after 30 years and was struck by the loss of indigenous language.
“In 2018 I went back home and was acutely aware of how the language was being
diluted because locals were trying to mimic people from the big cities. It was a slow
process, but the uniqueness of the language was disappearing, and the people were
becoming part of this bigger, ill-defined thing. I decided to make a TV series in my
own dialect, Ndau, spoken as I remembered it when I was a kid,” Mahaka says.
That series was Gaza, a drama that used film to project indigenous language and
cultural identity to a wider audience. In doing so, Mahaka has preserved this part of
his culture for future generations.


Film as the modern storyteller


Phiri says this approach could well be the future of storytelling in Africa, as the youth
move from story books to digital devices.
“We should use this medium to tell our stories to both keep our customs alive and
also educate young people who might not have family or community to guide them in
the old ways. When we write an episode of Mpali that has a traditional angle to it, we
research that custom to make sure we get it right. Viewers can learn from that.
“For me personally, storytelling is about passion. I would love to use this platform to
transfer what I know and encourage elder people to transfer their knowledge.
Imagine a TV show where elders were invited to share their wisdom. If we put our
culture onto new video platforms, we give it new life. Children are curious and
actively watch videos on their phones. By putting our stories on those screens in
engaging ways, we expose the younger generation to their own heritage,” she says.
Therein lies the key to preserving storytelling as well as these stories – engagement.
Joyah believes animation perfectly translates African folk tales from grandmothers’
imaginations onto screens.
“In the beautiful world of my grandmother, the animals would speak. The lions, the
baboons, the crocodile, the snake…they all had different voices. She would change
the tone and speed of her voice to reflect the essence of that animal. When you look
at something like The Lion King with talking animals and lessons, you see the kind of
story my grandmother would tell. The Lion King is timeless, people still talk about it.
This is an avenue we could explore further with the youth in the future,” notes Joyah.
It’s the permanency of film that offers an opportunity for the oral stories of old to
become timeless tales in their own right.
“Film gives us something that oral tradition could never fully guarantee, and that is
continuity. In the past, stories, songs and histories lived in people. When a village
elder passed away, often so did the knowledge they carried. But with film, we have a
medium that can store and carry our cultural memories across generations. It stays,
and can be replayed, rewatched and reinterpreted. That’s what makes it powerful,”
says Dr Ditlhokwa.
Beyond animated children’s folk tales regrowing a grassroots connection to
indigenous wisdom, and modern-day dramas with culturally-themed episodes that
educate young adults, is the feature film that inspires all audiences, no matter the
age or geographical location.


Making African culture more accessible


This was most successfully demonstrated by the Black Panther movies, which –
although ‘Hollywoodised’ – are still largely heralded for shining a light on African
cultures and bringing this diversity to the big screen.
“Much of what film represents today is established on the stories that were once
passed down orally. However we still need both mediums. Oral tradition carries spirit,
rhythm, and cultural notes that film sometimes struggles to hold. At the same time,
film allows us to document, store, and share those stories across space and
generations. They belong to different times and serve different functions, but they
also feed into one another,” adds Dr Ditlhokwa.
While Marvel franchise films are not the answer to preserving Africa’s storytelling
tradition, they are a step in the right direction, making the continent’s cultures and
customs more accessible to wider audiences.
This provides a launchpad for Joyah’s folktale animations, Phiri’s elders’ wisdom
sharing show and Mahaka’s dramas in other indigenous languages that preserve
authentic African voices.
All this could just give birth to a new type of cultural influencer; one who is proud to
responsibly share their culture’s stories, fashion, customs and traditions on TikTok,
Instagram and YouTube, taking the legacy of our storytelling tradition well into the
future.

An old woman and a young maiden

For the past decade, international interest in African culture, including film, art, music
and fashion, has steadily increased. Today it is regarded as an exportable asset,
presenting significant revenue opportunities for the continent’s creatives. But could the
monetisation of African culture open it up to exploitation, resulting in its ultimate demise
as opposed to its preservation?
To answer this, it is useful to understand the idea of monetising culture. Physical
products that you buy in a store or online have a value. That is, the cost of the materials
to make the product, the distribution cost and the sales cost. These are all quantifiable
amounts.


The value of African culture


The idea of putting a price tag on a culture is less easy to understand. In effect, the
‘price’ of a culture is the value assigned to its expression, whether that be through film,
art, music or fashion. That value is determined by how much the viewer, listener or
wearer is prepared to pay to ‘own’ that piece of culture. This amount is largely driven
by perceived value than actual monetary value.
In recent years, Africa’s entertainment industry has grown phenomenally, acquiring an
impressive value. According to PwC, the African entertainment market is set to grow
by 15% annually from 2020 to 2025, reaching $4.6 billion by the end of this year.
While that should equate to an increase in opportunities for African creatives, this
projected growth is a double-edged sword. With more eyes on African culture comes
greater demand for creatives’ works – even if that means acquiring it illegally.


Monetisation a gateway for piracy


Africa’s rich storyteller tradition has made its fertile ground for feature films and TV
shows. However, the rise in content piracy in recent years has hit this industry hard,
with the unlawful copying and distribution of video content threatening to wipe it out.
Zimbabwean filmmaker and actor, Ben Mahaka, knows this all too well. Back in 2013
he and a group of friends made Gringo Troublemaker, a self-funded comedy feature
film. A week after its release, Mahaka found pirated copies of the film being sold at a
bus terminus for $1.00 per DVD.
“The authorities were not interested in investigating the case. We pressured them and
eventually they raided the market where the discs were being sold. They discovered
10 000 pirated DVDs! That’s $10 000 for one film. Afterwards a police officer asked if
the seller could get his stuff back after paying a fine. He didn’t understand those discs
didn’t belong to the seller, they belonged to us as the filmmakers. That was our
intellectual property,” Mahaka explains.
A bootleg copy of the same film was uploaded to YouTube. It hit 1.2 million views
before Mahaka reported it and had it taken down.
“There are people who grow up knowing they can make a decent living from things
they have not put one cent into. They don’t have to be creative or hardworking. They
just have to be ruthless. These ruthless thieves are the ones who show up in the
neighbourhoods driving the nice cars and the local kids then think, ‘oh this is how
money is made’. Why try something else when there is such an easy way?” he says.


Creatives’ livelihoods cut short


Malawian producer and director, Shemu Joyah, says piracy is killing African
storytellers. Filmmaking is expensive, especially in Africa where limited funding is
available. Not only is piracy undermining the ability of filmmakers to earn an income
from their existing films, but the potential for them to make more films in the future.
“You break even on a film only to find that someone has pirated it and everyone is
watching it on their phones or computers, and you’re getting nothing out of it. That’s
devastating. It’s totally devastating, and it kills your ability to make another film. This
has affected me a lot. I have five or six scripts ready to go, I can start shooting them
tomorrow. But due to a lack of funding, I cannot. If every person who has watched one
of my films had paid just one dollar for doing so, I would have been able to make all
these other films,” Joyah says.
“I would have thought that my three films would have generated enough income for
me to not have to go and ask for funding. But because of piracy, and my films being
pirated, people watched them elsewhere. That’s a loss to me, and there’s not a lot I
can do about it,” he adds.


Favourite shows hang in the balance


It is not only feature films where this is happening. Shows currently being screened on
DStv’s Zambezi Magic are also targeted.
The Zambian drama series Mpali has aired for a number of years and has a robust
public following. After extreme loadshedding last year, which affected viewers’ ability
to watch the show at the right time, fans of the show created Facebook and WhatsApp
groups selling pirated recordings of episodes.
“These people record their screens and make people pay to join the group and watch
the episodes. They’re publicly advertising this, and viewers are paying and supporting
them. People are happy to pay pirates to watch our content, but not happy to pay us
as the producers who make that content for them,” says Mpali scriptwriter, Tisa Phiri.
Fans of the show want future seasons, yet buying illegal episodes of the show
minimises the chances of that happening.
“People don’t have any idea how much time and money it takes to create the shows
they love so much. But they’ll pay 20 kwacha to watch the show for the whole week.
This really affects us. If people watch the show illegally and stop paying their
MultiChoice subscription, MultiChoice will stop investing in our local content, and we
will be forced to stop creating it,” she notes.
Silencing Africa’s authentic voice
Content piracy is connected to a wider criminal system that in some cases also
includes drug and arms running, and child trafficking. Members of the public who
support pirated content are effectively part of these syndicates.
“When people bootleg international films, they really don’t understand that they’re
helping pirates to build up their systems. Locals are now victims of this piracy. The
income streams from one movie should sustain you while you are preparing to make
your next one. But those income streams are shrinking. In the CBD of Harare, movie
houses are closing down, because down the road there is a guy selling pirated copies
of the latest films for $1.00,” says Mahaka.
All the filmmakers are aware of the ultimate outcome of content piracy if left
unchecked: Africa loses her voice.
These creatives use film to keep African stories alive. When their content is hijacked,
so are their stories, so is a large part of Africa’s culture and what makes the continent
unique.
“African storytelling teaches people from young how to behave correctly. This rise in
piracy is another symptom of the effect of moving away from our cultural roots and the
expectations on people of what is right and moral. People should want to protect our
stories, not sell them for 20 kwacha a month. They should want to keep our heritage
safe.
“As African filmmakers we can’t survive like this. Piracy detracts from the creative
industry’s creativity and innovation. It silences us and our whole generation – and
those coming up behind us. That’s how culture gets lost through time, and we are
ultimately left with foreign B-grade movies and no original, authentic African content,”
says Phiri.
When done correctly, monetising African storytelling can be immensely positive for
Africa’s creative sectors. By local filmmakers being the source of African films and TV
shows, we prevent cultural appropriation and Africa being exclusively seen through
the eyes of Hollywood.
By taking ownership of our own culture, we preserve it. But we need the support of all
citizens of this continent to increase the value of our culture and keep it from being
sold for a dollar on every street corner.

For the past decade, international interest in