Africa's film industry is on the cusp of a global breakthrough, ready to captivate the world much like Afrobeats and Amapiano have done in the music scene. This sentiment was shared enthusiastically by Nomsa Philiso, CEO of general entertainment at MultiChoice Group, during her opening speech at MIP Africa. MultiChoice, the owner of the African streaming service Showmax, is propelling African stories to international audiences at an unprecedented rate, thanks to strategic partnerships and a surge in quality content. Let's dive into how Africa's cinematic landscape is gearing up for its moment in the global spotlight, highlighting exciting successes and potential game-changers.
African Content Taking Center Stage
Over the past year, African TV series and movies have been making significant inroads on the global stage. Philiso pointed out a string of recent breakthroughs that have bolstered African content's visibility worldwide. Notable successes include gripping series like "Wyfie," the intense crime thriller "Reyka," and the epic historical drama "Shaka iLembe," which tells the story of one of Africa’s most iconic kings. These shows are just the tip of the iceberg, as African films are increasingly being recognized at prestigious platforms like the Cannes Film Festival, where a record number of African films were screened in 2023. Adding to this momentum, "Rise: The Siya Kolisi Story" won the audience award at the Tribeca Film Festival, further underscoring the rising global interest in African narratives.
Strategic Partnerships and Global Reach
MultiChoice has been pivotal in amplifying African voices through its sales arm, MultiChoice Studios, and by forging partnerships with leading distributors such as Abacus, AMC, Fremantle, StudioCanal, and The Exchange. One of the standout achievements was the international success of "Reyka," which not only opened the Monte-Carlo Television Festival but also received International Emmy nominations in the best drama and best actress categories in 2022. This led to Fremantle selling the series to over 150 territories, including major platforms like BritBox in North America, Channel 4 in the UK, and HBO in Latin America.
Exciting Hits and Global Sales
Philiso highlighted other major successes, including "The Real Housewives of Durban," which has found audiences on NBCU's reality streamer Hayu, Peacock, and Bravo, along with "The Real Housewives of Nairobi." The crime thriller "Devil's Peak," a vigilante killer drama, secured a deal with Tubi for North American distribution, while the gripping miniseries "White Lies," starring Natalie Dormer, was sold to platforms such as Sundance Now, Stan in Australia, and Channel 4 in the UK. These examples reflect a growing appetite for African stories that are not only culturally rich but also universally appealing.
Expanding Horizons with Showmax
Showmax, MultiChoice's African streaming service, underwent a relaunch in February, setting the stage for a new era in African entertainment. The revamped platform now boasts an expanded content lineup that includes local originals, Hollywood blockbusters, and even English soccer, all at attractive pricing. This strategic relaunch was bolstered by a partnership between MultiChoice and Comcast's entertainment division NBCUniversal, along with its European pay-TV unit Sky. This collaboration aims to bring world-class content and cutting-edge technology to streaming customers across sub-Saharan Africa, particularly as the region approaches a pivotal moment in broadband connectivity and affordability.
A Vision for Local and Global Impact
While MultiChoice is keen on expanding the global footprint of African content, its primary focus remains on serving its core audience across the continent. Philiso emphasized that African viewers, like audiences everywhere, want to see their own languages and cultures reflected on screen. "On Showmax, nine out of ten of the most-watched shows since its relaunch have been local productions," she noted, underscoring the strong demand for homegrown content. Despite the influx of international hits, such as "House of the Dragon," local stories continue to dominate viewership on the platform.
MultiChoice's Role as Africa's Leading Content Producer
MultiChoice proudly stands as Africa's largest content producer, with a presence in 50 out of 54 African countries and storytelling in 45 different languages. Philiso highlighted that MultiChoice currently has over 84,000 hours of local content ready to showcase on the world stage. "We've been buying content from all the global giants for decades, but increasingly these relationships are becoming reciprocal as demand for African content grows," she explained. This shift positions MultiChoice as a key partner for anyone looking to diversify the global content mix with authentic African stories.
The Path Forward: Challenges and Opportunities
As the African film industry continues to evolve, it faces both challenges and opportunities. The expanding global interest in African narratives is a clear opportunity, but there are hurdles to overcome, such as ensuring sustainable funding for local productions and navigating complex international distribution landscapes. Nonetheless, the commitment to quality storytelling and strategic collaborations has set a solid foundation for the industry's future. MultiChoice's efforts to both honor local audiences and push African stories onto the global stage are a testament to the potential of the continent's creative talent.
Africa's Moment in the Global Film Industry
The success of African content on the global stage signals that the industry is ready for its moment. With growing international recognition and a surge in high-quality, locally produced films and TV shows, Africa is poised to be the next big thing in the global entertainment landscape. The parallels with the rise of Afrobeats and Amapiano in music are clear—Africa has a wealth of stories that resonate far beyond its borders, and the world is ready to listen.
In conclusion, Africa's film industry is not just on the rise; it's on the verge of a major global breakthrough. With strategic partnerships, an expanding library of compelling content, and a deep commitment to authentic storytelling, MultiChoice and Showmax are leading the charge in bringing African stories to the world. As broadband connectivity and affordability improve across the continent, the future looks incredibly bright for African filmmakers and audiences alike. The time for African cinema is now, and it’s set to make waves across the globe, offering fresh perspectives and captivating narratives that resonate with viewers everywhere.
Login