Africa’s creative scene is changing thanks to Generation Z’s vibrant voices. Instead of merely consuming material, this generation—tech-savvy, socially conscious, and unabashedly authentic—is creating it. They are defining the future of African entertainment, pushing culture, and questioning conventions through film, television, and internet media.
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With one of the youngest populations on the planet, Gen Z has had an indisputable impact on African culture. Young Africans are speaking out in a variety of fields, including entertainment, from the #EndSARS activism movement in Nigeria to the Finance Bill demonstrations in Kenya. Their tales are becoming the mainstay of the contemporary African narrative in addition to being pertinent.
The changing media consumption patterns of Generation Z are a reflection of their need for representation and authenticity. Nigeria’s over-the-top (OTT) streaming is predicted to expand at a 10.5% compound yearly growth rate, while linear TV is anticipated to rise by 8.1%, per the PwC Africa Entertainment and Media Outlook 2024–2028.
Similarly, OTT streaming is expected to expand by 10.9% in Kenya, while linear TV is expected to grow by a lesser 3.2%. These figures demonstrate how Gen Z is moving towards digital platforms and looking for information that reflects their experiences.
According to an Ernst & Young (EY) poll, Gen Z values authenticity above all other qualities in content. They are drawn to unvarnished, real-life stories that reflect their goals, hardships, and experiences. Young African filmmakers are filling this gap by offering new viewpoints and stories that captivate their viewers.
The top entertainment company in Africa, MultiChoice, has made investments in the MultiChoice Talent Factory (MTF) academies in Lagos, Lusaka, and Nairobi because it understands how important it is to support this new generation of filmmakers. These schools give prospective artists the tools they need to succeed in production, cinematography, and storytelling.
The MTF program produces 60 filmmakers annually who enter the profession with fresh concepts and methods. A large number of these filmmakers go on to create highly regarded pictures that enthral viewers throughout the continent. The MTF initiative’s importance is demonstrated by the alumni’s ongoing success.
The influence of MTF-trained filmmakers was demonstrated by the AMVCA nominations of films like 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). The diversity and depth of narrative from MTF alumni are further cemented by previous noteworthy works like Irora Iya, Obi Di Omimi, and Inu Jin, which have all received critical acclaim.
These accomplishments demonstrate how the media landscape has fundamentally changed, with viewers now acting as creators. MultiChoice has been instrumental in this change by enabling young filmmakers to share their experiences.
The work of MTF graduates demonstrates that genuine African narratives, narrated by Africans, have the potential to set the standard for entertainment around the world.
