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Fueling Growth Through Namibia’s Creative Industry

Mirjam Shihepo

Remaining stagnant in the face of change risks making us irrelevant in an ever-evolving world.

Las year, the Ministry of Information, Communication and Technology held a summit on ‘Building Resilience to Adapt or Die in the Era of Digital Transformation and Artificial Intelligence’.

This was not just a summit – it served as a wake-up call to Namibian businesses and professionals.

Adapting to change means stepping outside comfort zones, relearning what we thought we knew and embracing the unknown.

At the heart of this transformation lies the creative industry.

It’s not just an afterthought – it’s the engine driving innovation, connection and relevance. Yet its potential remains largely underutilised.

CREATIVITY AND COMPLEXITY

What is a product without a story? What is a brand without an identity?

Creativity is what gives meaning to what we offer, ensuring it resonates, is understood, valued and ultimately remembered. 

The creative industry can translate complex ideas into compelling narratives, build emotional connections, and ensure a lasting impact.

While other professions bring structure, the creative industry breathes life into a business.

It is the bridge between strategy and impact.

In today’s fast-paced digital age, the importance of the creative industry has grown significantly.

Social media, artificial intelligence and digital marketing tools provide unprecedented opportunities to reach people.

However, these tools are only effective when powered by the creative mind.

As the brilliant mathematician Ada Lovelace noted, “The analytical engine has no pretensions whatever to originate anything. It can do whatever we know how to order it to perform.”

Technology amplifies creativity but cannot replace it.

RESILIENCE AND REACH

For small businesses and ‘side hustles’, digital marketing, influencer collaborations and content creation flourished in 2024.

In the same vein, the creative industry serves as a catalyst for economic growth.

Leading banks, institutions and businesses are recognising the power of this industry to tell exceptional stories and amplify their brands while contributing to Namibia’s rich storytelling tradition.

These partnerships highlight the creative industry’s role in shaping perceptions, building brands and enriching the national conversation.

For too long, the creative industry has been undervalued, often seen as secondary to traditional professions.

However, it has the potential to shape perceptions and drive engagement.

Consider Namibia’s emerging oil and gas sector, which many young people perceive as complex and inaccessible.

This is where the creative industry can make a significant impact – by simplifying the narrative, fostering understanding and bringing the sector’s significance to life.

By diversifying their skills and acquiring specialised training, local creatives can help demystify this sector.

This will not only promote Namibia’s resources but highlight the transformative impact these industries can have on local communities and the economy.

Building resilience in the face of digital transformation isn’t just about adopting new technologies.

The role of the creative industry isn’t merely to support your goals – it’s about elevating them.

Underestimating its value is missing an opportunity for growth, connection and relevance. The creative industry is a necessity, not a choice.

CHANGE DRIVERS

So, who are these creatives?

It’s the graphic designer shaping visual stories, the copywriter crafting compelling narratives, the filmmaker capturing moments that inspire and the digital marketer amplifying those stories.

It’s also the journalist uncovering truths, the broadcaster giving voice to the unheard, the photographer freezing time, and the social media strategist building connections.

In the wider media ecosystem, it’s the editor refining narratives, the advertiser bridging brands with consumers, and the influencer setting trends.

It’s the production team bringing ideas to life and the strategist ensuring the message cuts through the noise.

Together, they fuel an industry that entertains, informs, educates, and empowers societies.

As president-elect Netumbo Nandi Ndaitwah emphasised at the Namibia Creative Summit: “The arts are not merely an expression; they are the very essence of who we are as human beings.

“The recognition of cultural diversity through the culture and creative industry will empower the Namibian artist to inspire and connect the Namibian people.” 

Let’s invest in Namibia’s creative industry, recognising its power to bring communities together and drive change at multiple levels in Namibia.

  • – Mirjam Shihepo is passionate about the creative industry’s potential and can be reached on LinkedIn: Mirjam Shihepo.

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