7th October, 2024
By Ibrahim Kegbegbe
Africa’s landscapes have long captivated international filmmakers, yet many of the continent’s entertainment industries continue to overlook the beauty and potential of their own backdrops.
As filmmakers from the West flock to Africa for its untapped scenery, the question remains: why are African creators not fully harnessing their own rich heritage and breathtaking landscapes to tell their stories?
This realization came into sharp focus during my journey with Bullion Records’ star artist Fortune Kingsley, known as GyC, on a remarkable tour across Southern and East Africa from September 16 to October 8, 2024.
Our travels took us from the bustling streets of Nairobi, where GyC shot the music video for his single “Shayo,” to the picturesque landscapes of Cape Town, where his track “Kpang Kpang” was filmed. This tour not only expanded Bullion Records’ influence across the continent but also highlighted the vast potential African settings hold for video production.
On October 5th, I stood in awe as a group of Hollywood actors filmed a movie in Cape Town, a scene that left me both amazed and reflective. Watching international filmmakers leverage Africa’s natural beauty to enhance their productions was a stark reminder of the untapped potential available to African filmmakers. I captured the moment with a photograph before and after the actors left, thinking about how much more our own entertainment industry could celebrate and utilize these landscapes.
Bullion Records, a Nigerian-based music label, is on a mission to nurture emerging talent while promoting African music culture. GyC’s recent tour was a testament to this vision, showcasing the label’s commitment to elevating African artists on the global stage.
“I am beyond excited to bring my music to Southern and East Africa. Performing in these countries, with their rich musical histories, is a dream come true,” GyC shared, embodying the hope and ambition that drives this movement.
The Vision Behind the Lens
As we prepared to film “Shayo” in Nairobi, I had the privilege of interviewing Steve Mugo, a prominent Kenyan director whose career began in the streets of his neighborhood, filming short movies as a curious teenager. His story is a shining example of the potential for African creators to rise on the global stage. “African music is getting a strong response from other continents,” Mugo remarked, highlighting the growing international fascination with African genres.
As a student of Mass Communication at the Jomo Kenyatta University of Agriculture and Technology and now the director of Ambition Media House, Mugo stressed the importance of African artists telling their stories from their unique perspectives. “The vibe from GyC’s ‘Shayo’ is exceptional. If it’s well promoted, it will go viral,” he predicted, emphasizing the need for consistent marketing support for African artists.
His sentiments were echoed by Faith Livondo, a Kenyan hotelier, who urged African record labels and filmmakers to invest more in high-quality production and storytelling. “The world is now watching and listening to African movies and music,” she noted, underscoring the rising demand for African narratives in global entertainment.
Embracing the Beauty of African Settings
Africa’s diverse landscapes, with their unique blend of urban and natural beauty, are also an untapped resource for storytelling. As Kenyan chef Mathew Nduba pointed out, “Nairobi is the only city in the world that has a game park.” This blend of wildlife and city life is something filmmakers should embrace more often. “This natural endowment is something the world is starting to recognize. If we can integrate this into our storytelling, we can attract more global attention,” he said.
Whether it’s the majestic mountains, pristine beaches, or abundant wildlife, Africa’s stunning scenery offers a visual canvas that remains underutilized by local artists and filmmakers. The rich cultural heritage embedded in every corner of the continent provides a wealth of stories waiting to be told, stories that can resonate on a global scale.
A Call to Action for African Artists
As GyC’s tour continued, I met with Mpendulo Mabindisa, also known as Motion Billy, an award-winning South African music director whose unconventional approach to filmmaking has set him apart in the industry. His journey reflects the kind of innovation and perseverance needed to elevate African music videos to global standards. After studying sound engineering at Damelin, Motion Billy developed an interest in filmmaking, later enrolling at the Cape Peninsula University of Technology.
“I didn’t graduate as a sound engineer, so I taught myself how to become an international filmmaker after I graduated from the Cape Peninsula University of Technology,” Motion Billy shared. He spent years studying over 2,000 music videos, meticulously analyzing camera angles and techniques. His passion for learning and his innovative directing style have made him one of the most sought-after filmmakers in Africa.
Motion Billy believes that African governments must invest more in the entertainment industries if the continent is to realize its full creative potential. “Many African artists have to work independently because there’s little support for rising talent. But those who focus and invest in themselves can change the game,” he said. Bullion Records is one such example, investing in high-quality music videos that set a new standard for the African music scene.
His dedication to pushing creative boundaries was evident when he discussed his directing approach. “I break the rules,” he explained. “The way I move the camera on set is entirely different from what other directors do. That’s why my videos stand out.”
Infrastructure and Support
As African artists like GyC and directors like Motion Billy strive to take the continent’s entertainment industry to new heights, the need for supportive infrastructure becomes more critical. Oke Kenny, a Nigerian entrepreneur running an African food restaurant in Cape Town, praised South Africa’s government for providing opportunities to young African entrepreneurs. “The government here creates a conducive environment for legal businesses to thrive, especially with stable electricity and good roads,” he shared, noting how these infrastructural advantages benefit both foreign and local investors.
The Future of African Creativity
Standing on a cliff overlooking Cape Town’s stunning coastline during the final days of GyC’s tour, I couldn’t help but reflect on the immense potential of Africa’s untapped resources in entertainment. Africa’s landscapes, like its music and films, are poised to captivate the world. But for this potential to be fully realized, African filmmakers and artists must embrace their own continent’s beauty and heritage with the same enthusiasm that international filmmakers show.
If African creators begin to see their continent through the same lens as outsiders, Africa will undoubtedly become a global hub for creativity, culture, and artistic success.
