The City of Johannesburg’s Department of Economic Development (DED) has reaffirmed its commitment to harnessing the creative industry as a powerful engine for economic transformation and urban renewal.

In partnership with VMCO and the Industrial Development Corporation (IDC), the City hosted the landmark Creative Cnergy Investment Summit — a strategic initiative aimed at unlocking Johannesburg’s full creative and economic potential.

The two-day summit opened with an exclusive dinner at Sanctuary Mandela, where the DED hosted the Honourable Gayton McKenzie, Minister of Sport, Arts and Culture, alongside key industry leaders in the creative sector. The evening provided a relaxed yet purposeful platform for high-level dialogue on how to leverage the creative industry to drive economic transformation in Johannesburg.

The Creative Cnergy Investment Summit served as a pivotal platform for talent development, knowledge-sharing, and the unlocking of new investment opportunities in the creative sector. At the heart of this initiative is the DED’s ambition to reimagine Johannesburg through the lens of creativity, innovation, and opportunity. The department views the creative sector not only as a cultural asset but also as a key pillar of economic inclusion, job creation, and urban regeneration.

Mathopane Masha, Executive Director of the Department of Economic Development, emphasised the importance of the Creative Cnergy platform in promoting market access and economic inclusion.

“Creative Cnergy is vital because it creates opportunities for market access for people with packaged products in need of new platforms. It also serves as a valuable space for knowledge-sharing, where young people and other stakeholders can exchange ideas, explore new opportunities, and build networks,” said Masha.

“Beyond just opportunities, it’s a platform that fosters partnerships. In this environment, partnerships are crucial for sharing technological solutions that help businesses grow. It also affirms the vibrancy and continuous flow of creativity and entrepreneurship in this space.”

At its core, Creative Cnergy is about bringing the right people together to drive real, meaningful change in South Africa’s creative economy. A key focus is on uniting critical government departments — including the Department of Sport, Arts and Culture, the Department of Communications and Digital Technologies, and the Department of Trade, Industry and Competition — to break down silos and create a more impactful, coordinated approach to developing the creative industry.

Eustace Mashimbye, CEO of Proudly South African, spoke about the sector’s remarkable contribution to the national economy. “If you look at the financial contribution this industry makes to the GDP — R161 billion — and the fact that it accounts for 6% of all formal jobs, its value is clear.”

Mashimbye highlighted the growing appetite for local content, noting that the creative sector grew by 54% in 2024.

“When we buy South African music, watch local TV shows, or attend local theatre productions, we drive real economic growth. In fact, around R400 million was paid to local creators via platforms like Spotify in 2024 alone. This is a clear sign that we’re heading in the right direction,” he added.

Neville Matjie, CEO of Brand South Africa, underscored how unlocking the creative sector’s economic potential ties into reshaping the country’s image globally.

“Our focus is on three key areas: positioning South Africa as open for business, portraying it as a safe destination, and countering myths and misinformation, particularly in key markets like the US. If we don’t tell our story, others will — and not necessarily the way we’d like,” said Matjie.

“We’re also engaging with South Africa’s allies — American businesses and celebrities who truly believe in our country. By strengthening these relationships, we can amplify South Africa’s creative excellence on the global stage.”

Adding to the discussion, Collen Dlamini, Executive Director of Creative Cnergy, described the creative sector as more than just an artistic hub.

“The creative sector is an economic powerhouse that can drive GDP growth and position South Africa as a global cultural leader. This conference is a call to action for policymakers, investors, and creatives to work together to make the arts central to economic transformation.”

The summit also emphasised the need to align creative sector growth with national policy frameworks, ensuring creatives can monetise their work effectively, build sustainable businesses, and contribute meaningfully to the economy. This requires collaborative leadership to shape the right regulations, policies, and support structures to fuel the Orange Economy — the segment of the economy driven by creative industries.

Nkhensani Maluleke, Deputy Director in the City’s Economic Development Department, said: “What made this event so valuable was its ability to bridge gaps — between creators and capital, vision and action, and policy and progress. Creative Cnergy served as a dynamic platform for creatives, investors, and industry captains to unlock the full potential of South Africa’s creative economy.”

“By opening up our creative sector and investing in the night-time economy, we can truly revitalise our inner city and restore it to its former glory,” added Nkhensani.

Masha concluded: “We’re looking at growing the sector, creating job opportunities, driving innovation through support programmes, and linking young people to economic opportunities. The City positions this sector as an enabler of economic inclusion and transformation at home. Creative Cnergy is a dynamic event designed to bring together creative professionals, investors, and industry leaders to foster collaboration, innovation, and growth within the creative economy. More than just an event, Creative Cnergy is a movement — one that empowers creative minds to connect, collaborate, and thrive.”

Written by Zingiswa Mndayi