Creative Arts Millions Spark Debate

A bold N$50-million injection into Namibia’s creative sector has ignited a heated debate among artists, organisers and cultural leaders.

While some hail it as a game-changing investment in a long-overlooked industry, others question its foundation and call for strategic planning, transparency and broader support structures.

The funding, announced by president Netumbo Nandi-Ndaitwah, forms part of a national revival strategy aimed at boosting economic sectors after the Covid-19 pandemic.

However, critics argue that the creative industry cannot thrive on funding alone – especially when there’s no clear plan or industry data to guide it.

Gordon Jay, the co-founder of the Namibia Creative Summit and director at Mindscape Events Namibia, says the move is a game changer for artists, innovators and entrepreneurs.

“By recognising the creative sector as a vital driver of economic growth, job creation and cultural preservation, the government is empowering local talent to thrive on both regional and global stages,” he says.

“Initiatives like funding for creative start-ups, grants for artists and infrastructure development are essential for fostering a more vibrant and sustainable ecosystem.”

Jay further emphasises: “As organisers of the Namibia Creative Summit we’ve witnessed first-hand how any efforts within the creative sector need financial backing to unlock their full potential, enabling collaborations, enhancing skills and amplifying the voices of Namibian creatives.

“When the government and creatives work hand in hand, we don’t just build an industry, we shape the future of storytelling, innovation and national identity – Brand Namibia.

“This is the kind of forward-thinking leadership that will cement Namibia’s place as a creative hub in Africa and beyond.

“We applaud the government’s vision and encourage even deeper engagement with grassroots creatives to ensure inclusivity and long-term impact. Together, we’re turning creativity into prosperity!” says Jay.

But acclaimed Namibian artist Big Ben – known for his pan-African sound and accolades including a Kora Awards nomination, multiple Namibian Annual Music Awards (NAMA) wins and appearances at global music festivals like Lake of Stars – strongly disagrees.

He has slammed the N$50-million injection, arguing it lacks strategic intent and may ultimately prove wasteful.

“How can you even develop an industry you can’t measure? You haven’t measured anything. How did you decide we need N$50 million? Based on what statistics, based on what study? Nothing,” he says.

“When I saw this content in the Swapo manifesto, when I saw what the government is talking about, I thought the first step would be for 30-something years we don’t know nothing, we don’t understand anything about the creative scene, from performing arts to visual arts, to digital arts, to advertising, to everything that has to do with the creative arts.

“We don’t understand anything. But now we’re already throwing 50 million at things. To do what? I have a feeling one day we will wake up and say ‘oh yeah, that was really wasted, because we could have done better with it’.”

Big Ben insists a healthy music and creative industry must be attractive to investors.

“So, the way the NAMAs was running, some companies felt they can ride on the wave of energy created by the music, and they can market their products through that.

“But I didn’t know we had become such a charity case that taxpayers must put N$60 million over a year to run awards. Then we are totally just a charity case.

“And the question would be: Are we not capable of drawing funding, sponsorships and things like that? Because if we aren’t, it means we’re not doing the work the way we should. Because the music, the creative industry, must be able to draw – even if it’s just a little bit – its own funding.

“So, from a business point of view, it tells me we have failed to the point that we are a charity case. Instead of contributing to the country’s economy, to the country’s gross domestic product (GDP), we are now a charity case,” Big Ben says.

“We are a liability to Namibian taxpayers. That scares me. That is a very scary realisation to me. At least to me. I don’t know how other people see it. But to me, it says a lot.”

Big Ben says the first logical step would have been to commission a national baseline study, “to check what exactly goes on in that industry. How much money floats around in that industry? Where does it come from? Where does it go? What is the industry’s contribution to the GDP?
“And then you can say here are the weaknesses, and this is where we must close the gap. So it’s a whole way of speaking – let’s help this industry to prop it up so we don’t need more and more.”

He suggests reforming laws for ease of access to international markets and international financial processing systems.

“I think we should have warned them. If they would have said here is N$50 million to do a study on the music industry, I would have stood up with an ovation. But now they are just throwing money at things we cannot even measure.”

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