Namibia’s new administration under President Netumbo Nandi-Ndaitwah has highlighted the creative sector as a key to transformation.
The creative sector holds potential for jobs, exports and national pride. The question is whether the government and private sector are prepared to foster an environment that allows this sector to succeed.
Across Africa, we see how creativity fuels economies.
Nigeria’s Nollywood makes billions every year, South Africa exports television dramas across the continent, and Ghana’s fashion designers now appear on global runways. Beyond Africa, some small nations have developed global brands from their local creative sector. Iceland has established global music brands despite its small population, Jamaica turned reggae into an export that boosts both tourism and worldwide culture, and Mauritius connected fashion to textile hubs and tourism.
Rwanda has rejuvenated its cities through cultural festivals.
Namibia could begin with smart policies and focused partnerships to create a better future for the creative industry.
Film and television
Namibia’s film industry has the potential to absorb thousands of jobs, from actors and directors to technicians and caterers.
Yet, funding remains scarce and grant-based.
The Namibia Film Commission supports local filmmakers through its Film and Video Fund by providing financial assistance for development, production and distribution. The government could implement a rebate programme for the private sector by promoting Namibian-produced TV series and films.
To promote sustainable growth, Namibia could create a National Film & TV Development Fund, jointly financed by the government and private sponsors.
This would enable production companies to maintain consistent production schedules, providing regular employment for Namibians, from actors and directors to technicians, designers and marketers, while showcasing Namibia’s stories, landscapes and culture.
Such initiatives could have long-term benefits for creatives, including royalties and business development. The benefits for large private sector businesses are more than just financial as well.
Engaging in this kind of bartering enhances their social image and helps create more vibrant businesses that look great on annual reports.
Beyond perception and philanthropy, supporting the film sector provides companies with real business benefits.
It gives them early access to new consumer insights, as productions showcase emerging trends, language and behaviour.
This acts as a form of live market research that is far more valuable than surveys. It also strengthens brand loyalty by integrating their products and services into everyday storytelling, turning audiences into emotional stakeholders instead of just passive customers. Most importantly, close collaboration with creative industries introduces companies to new ways of thinking and solving problems, helping them stay innovative in markets that are quickly shifting toward content-driven engagement.
Music
One solution to revitalising the music sector is to promote the maintenance and use of public spaces – whether it is Zoo Park or smaller venues like the Katutura Youth Complex.
These spaces can host more than just sports events. Monthly community markets could be organised to promote live performances. Rwanda has successfully achieved this through monthly cultural festivals that strengthen community bonds and generate creative income.
At the same time, stable partnerships with the private sector are crucial. Breweries, telecoms and banks could sponsor music residences and festivals in exchange for tax deductions and brand visibility.
Tourism operators, particularly hotels and lodges, should employ Namibian musicians as part of the national experience, giving them both income and exposure to international audiences.
Fashion
Namibia’s designers continue to be on the fringes of the fashion economy.
Here, the government can play a catalytic role by incentivising large retailers from South African chains like Woolworths to stock Namibian-designed capsule collections.
A practical starting point is ready-to-wear corporate apparel for banks, parastatals and State-owned enterprises. This offers a consistent market for designers.
In the long run, fashion hubs and cooperatives could lower costs for small designers by pooling resources. Government-supported production facilities would help designers meet large-scale retail demands, while duty-free shops at Hosea Kutako Airport could showcase Namibian fashion to the world. Mauritius has demonstrated how connecting fashion and tourism through the ‘Made in Mauritius’ initiative works.
Local garments and accessories can be purchased in hotels, airport duty-free stores and visitor cultural experiences.
Namibia could follow suit.
While government and business must create the right environment, creators also have a role to play.
For the sector to flourish, practitioners in the sector should be open to cooperative models of doing business, pooling resources for studios,
workshops and bargaining power. They should keep quality financial records and maintain professionalism so that they are investor ready and credible
They should build a positive image of Namibia and Namibians with grace.
They should produce art with the rhythm of the nation in mind, such as producing love songs for weddings season, designing corporate or formal wear suitable for Namibia’s climate while showcasing local culture or creating TV content that reflects Namibian life.
These steps strengthen not only individual careers but also the reputation of Namibia’s creative industries as a whole.
The creative economy is often treated as decoration rather than development.
But our new administration is serious about jobs, growth and cultural pride.
It must see the arts and culture of its people as infrastructure that is essential to weaving the fabric of the country’s future success.
* Mpingana Dax is a Namibian film producer, graphic designer and multidisciplinary creative pursuing a Master of Business Administration in Management. She examines how strategy, finance and management can support the arts and turn creative visions into impact.