Enhancing East African Film: Insights from the 10th Mashariki African Film Festival

Written by Daniel Masamba Meboya,  Strategic Communication specialist.

Kigali, Rwanda (9 November 2024) – Mr. Robert Nkambo, founder and director of the 10-year-old Mediavision Academy, participated in the 10th Mashariki African Film Festival and the 2nd Edition of the Kigali International Content Market, held from 7 to 9 November in Kigali, Rwanda. This year, the festival brought together esteemed film stakeholders from across the continent for three days of enriching panel discussions, transformative masterclasses, and high-impact B2B meetings among industry leaders and creators.

During one of the panel discussions at the event, Robert Nkambo took the stage to talk about “Distribution and Monetizing of Content in East Africa.” He emphasized that distribution in the region poses significant challenges due the low quality of films produced. The films struggle to compete with high-caliber content from Hollywood, Bollywood, and Latin America.  Nkambo pointed out that many local films suffer from poor storylines, image quality, and performances of actors, often created by filmmakers lacking formal training. “Training empowers learners with technical and artistic tools required to produce quality content. You wouldn’t find a doctor in practice without formal education, and the same applies to filmmaking,” he stated. He stressed that prioritizing training is essential for developing skilled labor in the industry, which is crucial for effective distribution.

The festival featured informative sessions and abundant networking opportunities, allowing Mediavision Academy to showcase its training programs in film, photography and videography. The academy had a stall at Norrsken Kigali, a non-profit impact ecosystem situated in the heart of the city, on the historic Ecole Belge site. The event was inaugurated on 7th November by Prof. Martin Mhando, a Tanzanian-born resident and current chairman of the board of directors of the Zenj Arts Initiative.

He welcomed attendees to the festival, which celebrates the dynamic film and creative industries of East and Central Africa, uniting over 300 filmmakers who embody the region’s immense talent and storytelling ability, merging tradition with technology.

Prof. Mhando highlighted the importance of monetizing content in East Africa and the innovative strategies for revenue generation in the digital age. As digital platforms redefine content consumption, participants shared best practices for maximizing audience engagement and retention. The forum provided avenues for exploring partnerships, especially in the Video on Demand (VOD) sector, to unlock new revenue streams.

The 10th Mashariki African Film Festival and the 2nd Edition of the Kigali International Content Market empowered Mediavision Academy to expand its networking opportunities as Robert Nkambo connected with prominent filmmakers and actors, furthering the goal of enhancing East African storytelling and creative industries.