Africa, a continent with the youngest population in the world, is witnessing the emergence of a new influential force in media and entertainment – the Gen Z generation. Born between 1997 and 2012, Gen Z is now entering the adult years and making their presence felt in various sectors of African society, including media and entertainment.
Passionate Consumers and Creators
Gen Z users are known for their passion and energy. They drive the content they want to see, and their voices are being heard. In Africa, the youth cohort is not just a consumer of content but also a creator and curators of content through mobile technology and social media. This new wave of creators is empowered by digital tools, enabling them to produce high-quality content that resonates with their peers.
Authenticity Matters
Authenticity is the most valuable asset for Generation Z. A recent EY survey found that authenticity was the most important value for Gen Z, indicating that content creators should focus on showcasing genuine stories, values, and perspectives. The entertainment and media (E&M) sector in Africa should prioritize authenticity to capture the imagination of this digital-native generation.
Challenges and Opportunities
African media and content platforms face challenges in reflecting the diversity and values of the Gen Z audience. However, these challenges also present opportunities. By empowering young creatives and incorporating their voices into the narrative, media channels can build a loyal audience and create content that truly resonates with the Gen Z community.
Empowering African Gen Z Creatives
Organizations like MultiChoice are taking a collaborative approach by enlisting young creatives to tell the stories of their generation. The MultiChoice Talent Factory (MTF) has three academies in African capitals, training young aspirant filmmakers in storytelling and television and film production techniques. The program empowers Africa’s Gen Z creatives to tell their own stories and share their unique perspectives with the world.
- 60 trained and qualified film professionals graduate from MTF academies each year.
- These graduates produce powerful, award-winning movies that resonate with the continent and are premiered on MultiChoice channels.
- The MTF Portal and mid-career training and mentorship masterclasses provide ongoing support and industry networking opportunities.
| Programs | Training and Support |
|---|---|
| MultiChoice Talent Factory (MTF) | Year-long, fully funded academy training programs, industry networking platform MTF Portal, and mid-career training and mentorship masterclasses. |
| MTF Academy Training Programs | Training in storytelling, television and film production techniques, and ongoing mid-career training and mentorship. |
| MTF Portal | Industry networking platform providing ongoing support and opportunities for industry professionals. |
| Mid-Career Training and Mentorship Masterclasses | Ongoing support and industry networking opportunities for film professionals. |
Success Stories
The success of the MultiChoice Talent Factory exemplifies the fundamental shift in modern media. Viewers are becoming creators, and empowering them has been a key factor in the success of top media companies. Big Brother Naija generated 1.8 billion votes in a single season, while East African Showmax Originals won Viewers’ Choice and Best TV Show awards.
- Big Brother Naija generated 1.8 billion votes in a single season.
- East African Showmax Originals won Viewers’ Choice and Best TV Show awards at the 2024 Kalasha Awards.
- GH Queens won an Africa Magic Viewers’ Choice Award for Best Unscripted Series.
In conclusion, the rise of Gen Z in African media and entertainment is a significant development that will shape the future of the industry. By prioritizing authenticity and empowering young creatives, media channels can build a loyal audience and create content that truly resonates with the Gen Z community. Organizations like MultiChoice are leading the way in this transition, providing training and support to young creatives and incorporating their voices into the narrative. The success of the MultiChoice Talent Factory and its graduates exemplifies the fundamental shift in modern media, where viewers are becoming creators. As the Gen Z generation continues to grow and mature, we can expect to see even more innovative and engaging content that reflects the diversity and values of this influential youth cohort.
