Africa Magic: We Have Spent Over $85 Million To Bolster Local Content In 20 Years


Popular entertainment platform, Africa Magic, has revealed that it commissioned, produced, and acquired more than $85 million worth of local content in 20 years to create opportunities for young creators to earn a living from their work, and for Africa to tell its authentic stories. It, however, said this substantial investment is under threat from piracy.

The Executive Head of Content and West Africa Channels at MultiChoice West Africa, Dr Busola Tejumola said this at the 2023 Promax Awards last Tuesday.

She said as content distribution continues to evolve to encompass various devices and platforms, content piracy has also evolved in tandem. Producers, studios, and rights-holders now find themselves in a technology arms race against pirates, striving to develop content-security strategies to protect their brand reputation, revenue, and the livelihoods of thousands who depend on the industry.

Speaking about the detrimental impact of content theft, Dr Tejumola described piracy as unchecked theft that endangers the existence of jobs and the well-being of communities across Africa.

In her words, “We recently launched a continent-wide television campaign to emphasise how piracy erases African stories and jeopardises jobs in the production and creative industries. If piracy remains unchecked, it will result in fewer African stories being told, fewer local productions commissioned, and fewer opportunities for content producers.

“I appeal to our nation and continent to unite against piracy and empower Africa’s creatives to earn a living from their talent. Looking at our impact on the entertainment industry, Africa Magic’s contributions have injected significant financial support into adjacent industries, such as travel, hospitality, construction, and manufacturing sectors, all of which are jeopardised by the scourge of piracy”

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