MultiChoice Africa & African storytelling Important stories to tell – How local content drives local culture

From Content to Culture

Cultural evolution is a constant process. For example, the song "Sweet Mother" by Prince Nico Mbarga started as a simple pop tune. Recorded with Rocalfi Jazz, it was rejected by many labels before its 1976 release. Once aired, it captivated African listeners and sold millions of copies. Some estimates suggest sales reached 13 million, surpassing any Beatles song.

In East Africa, the Swahili telenovela "Selina" debuted in 2018. It became Kenya's best-loved and longest-running daily TV show. The series remains popular on platforms like Showmax.

The Mozambican dance group W-Tofo began performing at weddings. One viral kwaito-makwaela performance skyrocketed their popularity across the country. They were later featured in Beyoncé's "Run The World" video, which gained 698 million views.

These examples highlight Africa's vibrant cultural creativity. Artists like Burna Boy and Wizkid set global trends. Designers such as Joy Meribe showcase African fashion on European catwalks.

Local Pride

Local ideas thrive in African markets. Audiences increasingly value home-grown talent and support it. This growing pride boosts the visibility of African art globally. As local content gains popularity, it becomes financially viable.

This trend encourages investment in marketing and quality production. A notable example is the soap opera "Tinsel." Since its 2008 debut, it has aired over 4,000 episodes and is Nigeria’s most successful drama series.

"Tinsel" features believable characters and relatable storylines. Its success raised production standards for local television. This improvement inspired other production houses to enhance facilities and hire skilled talent.

Training institutions like MultiChoice Talent Factory (MTF) Academies are nurturing young filmmakers across Africa. This cycle of quality content driving industry growth repeats in various regions.

Television as Culture Driver

Numerous shows have fueled an emerging African television industry. They reflect Africa through its people's eyes, telling stories from an authentic perspective. The rise of local storytelling benefits audiences who see themselves represented in media.

For subscribers to services like MultiChoice Africa, viewing celebrates heritage while investing in future growth. Africa's confidence in its cultural excellence empowers new storytellers every day.

As the continent celebrates Africa Month in May, stories of pride and success continue to emerge worldwide.