1. Lungelo Msibi Thought leadership Article M: Gilbert Pooley
Creative State of the Nation
LUNGELO MSIBI
My fellow South Africans I believe we can change our creative state. It may look
bad right now but do not worry the new generation of creatives will change it all.
We may be suffering from lack of truth from our creative industry, even though
they try to silence black creatives but I tell you now that will soon perish. One
brave individual investigated this matter of shortage of black people in the
creative industry, Mandy de Waal. She wanted to know what was the problem
with our creative industries.
She was puzzled by the statistics (BEE in advertising in cape town) that black
employees increased from 35.2% in 2004 to 40.2% in 2006 average advertising
agencies in Cape Town alone. Why are there still misconceptions in our adverts?
She wanted to find out what was really going on inside these creative industries.
She spoke to an individual, Immanuel, who is member of ABCP(association of
black communications practitioners). Immanuel stated that black creatives are
silenced by white directors who don’t understand where they come from.
Immanuel was previously a director at TBWA, and he knows how the “creative
division” works. He also stated that with most creative industries you would get
a white director with a black team and they all forced to think in a manner which
the director would appreciate.
Another problem that was highlighted was, in order to get ahead in the
advertising industry depends on whom you know than what you know, the “old
boys” network. Vegter, another individual, shared the same view on this matter.
It is clear that we have a few problems in the creative industry. We could ask
ourselves how we could solve such a matter. And its simple we have Identified
an organisation that strive to showcase the talents of young people. They take it
upon themselves to equip this young creatives with all the tools creatives would
need to survive in the creative world, the real world. They step away from the
norm in which these young people are expected to undergo in order to be
professionals in their craft. They do things their way; it might seem weird but
that exactly what they want. They are extraordinary, and I must say exceptional.
They are Umuzi Photo Club, Their aim, to develop the next generation of creative
professionals from eKasi. Bringing truth and true insight from young people who
have been through or seen what they bring to the table. The next generation of
creatives are here to serve a creative dish for creative industries to delight in.