How Africa’s entertainment industry is reacting to the COVID-19 crisis

The COVID-19 pandemic has brought about unprecedented challenges for the creative industry, including music, movies, and arts. However, amidst the chaos, there lies an opportunity for retooling and innovation. Mikui Mbindyo, the Partnership Officer at Africa Digital Media Foundation, sheds light on how the entertainment industry in Africa is adapting to the current crisis. Mikui Mbindyo mentions that the creative industry is leveraging the power of online platforms to reach their audience. As a training institution, they have promptly launched a digital learning platform to teach creative media technology skills that would typically be delivered in a school setting. Creatives within the industry are also embracing the shift towards online engagement, exploring new ways to connect with their audience and replace their traditional sources of income, such as live events and gigs. The focus now is on reskilling and monetizing opportunities in this new landscape. Mbindyo emphasizes the importance of creatives learning new skills and understanding how to adapt their businesses to the current situation. This includes exploring avenues like brand sponsorships for online performances, merchandise sales, and digital streaming platforms such as iTunes and Spotify. Some creatives are even turning to crowdfunding to sustain their livelihoods. Looking ahead, Mbindyo predicts that the post-pandemic era will see a shift in the way people consume entertainment. With the forced isolation driving an increased demand for content, creatives will continue to play a crucial role in providing outlets for self-expression and entertainment. He believes that the industry will need to capitalize on the digital opportunities to stay relevant and accessible to audiences. In response to the continuity of programs, Africa Digital Media Foundation swiftly transitioned its operations online, ensuring that students could access their courses without disruptions. The foundation also aims to make learning more inclusive by providing internet access and equipment to students who may face financial barriers. As for the future of education, Mbindyo sees online learning as a pivotal component. While challenges like data accessibility persist, efforts are being made to make digital platforms more accessible. He envisions a future where learning evolves through gamification and virtual reality, catering to diverse learning needs and preferences. The road to recovery for the entertainment industry may require government support and collaborative efforts within the sector. Mbindyo acknowledges the dire financial impact on creatives and calls for greater support from authorities. However, he also sees this as an opportunity for industry stakeholders to come together, build resilience, and create a more sustainable ecosystem for creatives. In conclusion, while the pandemic has posed significant challenges for Africa's entertainment industry, it has also spurred a wave of innovation and adaptation. Creatives are embracing digital platforms, upskilling themselves, and reimagining their revenue streams. The future of the entertainment industry in Africa may look different post-pandemic, but it holds the promise of a more resilient and dynamic landscape.