The first Uganda Development Bank (UDB)-funded project in the creative industry has been launched with a promise to upskill Uganda’s bulging youthful population, create meaningful employment for them and generate substantial revenue for Uganda.
Under the Next Creata project, Next Media Services will establish 15 content creator hubs across the country. These hubs will offer access to high-quality production equipment, such as smartphones, and comprehensive training programs to foster digital entrepreneurship.
UDB provided funding required to establish the hubs as well as enhancing a Mobile Application that is a critical enabler for local content creators. Through this project, the Bank contributes to creating a vibrant and dynamic media and creative sector which aims to promote a knowledge-based economy and enhance Uganda’s competitiveness on the global scene.
Speaking at the launch on Friday, Dr. Patricia Ojangole, the Managing Director, Uganda Development Bank (UDB), said there is a compelling case to be made around the value of the creator economy not just as a source of entertainment or national pride, but also a commercial industry.
“As a financial institution, UDB sees tremendous opportunity in the future of this creative economy. Creative economies which encompass film, music, fashion, design, crafts, digital content, gaming, architecture and more, are emerging as powerful engines of economic resilience, youth empowerment, and cultural diplomacy,” Dr. Ojangole said.
The National Development Plan IV (NDP IV) acknowledges the culture and creative industry as a contributor to the economy by providing 386,000 jobs, supporting over 12,460 small and medium enterprises, and generating substantial revenue. In particular, public entertainment events generated over UGX 106 billion in FY2021/22.
However, the potential of the industry is constrained by a number of challenges including lack of financing and a shortage of supportive infrastructure.
“Today, together with Next Media Services, Uganda Development Bank is demonstrating its commitment to reversing this structural sentiment. We hope our confidence in the creative industry as a bankable segment will embolden other financial institutions to equally support in creating the ecosystem required to build a thriving creator economy,” added UDB’s Managing Director.
The Bank extended funding to Next Media Services to enable it establish of 15 Content Creator Hubs across the country. These hubs will offer access to high-quality production equipment, such as smartphones, and comprehensive training programs to foster digital entrepreneurship.
Dr. Ojangole said; “By transforming young individuals into digital content creators and influencers, these hubs will create new working opportunities. The initiative will serve as a talent incubator, equipping youth with skills to produce engaging digital content that can be distributed and monetized effectively.”
By transforming young individuals into digital content creators and influencers, these hubs will create new working opportunities. The initiative will serve as a talent incubator, equipping youth with skills to produce engaging digital content that can be distributed and monetized effectively.
Eugene Kavuma, Head of Content Creator Hubs at Next Media, explained that the ecosystem is built to serve both creators and the market.
“The Next Creata ecosystem is a great opportunity that leverages the youth demographic, in terms of their energy, strength, and creativity, to create employment opportunities for these young people,” Kavuma stated. He added, “Additionally, for brands, this is an assurance of quality and consistency. This ecosystem ensures that the creation, promotion, and distribution of our partners’ content is managed in a tight and consistent manner that always ensures efficiency and higher levels of quality.”
The strategy is anchored by three core pillars: the Next Content Hub for creation, production and training, Next Influencer for promotion, market linkage and talent management as well as AfroMobile (Video Content) & UgaTune (for music) for the final phase of distribution. It’s at this point that the creator is able to earn. Together, they will build Uganda’s largest creator community, drive branded content revenue, and position Uganda as a leading creative hub in Africa.
On completion of content creator hubs and the mobile platform, the project will be able to onboard a minimum of 500,000 Influencers per year and will directly employ 100 direct staff and 300 indirect staff. The project will also influence policy and standards of the creative industry especially in entertainment, media, music, arts & drama sub-sectors of the creative industry.
The initiative provides an integrated, end-to-end solution for creators, brands, and MSMEs by; offering access to professional facilities for high-quality content production in film, music, podcasting, and digital media; providing practical skills development to make creators “contract-ready”; and connecting trained creators with brands and businesses for paid projects, collaborations, and partnerships.