R161bn industry in focus as Joburg hosts Creative Cnergy summit

The City of Johannesburg is placing the creative industry at the centre of its plans to boost economic growth and urban renewal. Through the Creative Cnergy Investment Summit, the city aims to unlock the full potential of the sector and position it as a driving force for jobs, inclusion, and regeneration.

Hosted in partnership with VMCO and the Industrial Development Corporation (IDC), the two-day summit brought together policymakers, investors, and creatives to forge connections and discuss strategies to grow South Africa’s creative economy.

The event kicked off with a high-level dinner at Sanctuary Mandela, attended by Minister of Sport, Arts and Culture Gayton McKenzie, where discussions centred on turning creativity into a vehicle for economic transformation.

Sector recognised for job creation and GDP impact

At the summit, officials and leaders highlighted the economic importance of the creative sector, which contributes R161 billion to South Africa’s GDP and supports 6% of formal employment.

Eustace Mashimbye, CEO of Proudly South African, pointed to the sector’s 54% growth in 2024 and a sharp increase in demand for local content. “Platforms like Spotify paid over R400 million to local creators last year. It’s a clear sign we’re on the right track,” he said.

Mathopane Masha, Executive Director of the City’s Economic Development Department, said the summit was about more than conversations. “Creative Cnergy creates market access for people with packaged products, while fostering partnerships and sharing technological solutions that help businesses grow,” he said.

Deputy Director Nkhensani Maluleke added: “This event bridged gaps between creators and capital, between policy and progress. By opening the creative sector and investing in the night-time economy, we can revitalise the inner city.”

Coordinated government action to unlock potential

A key focus of the summit was aligning various government departments — including Sport, Arts and Culture, Communications, and Trade and Industry — to collaborate and reduce fragmentation in supporting creatives.

Creative Cnergy Executive Director Collen Dlamini called the sector an “economic powerhouse,” while Brand South Africa CEO Neville Matjie stressed the global branding opportunity: “We must tell our story — if we don’t, others will. We’re engaging international allies to amplify South African creative excellence.”

The summit ended with a strong message: South Africa’s creative industry can no longer be seen only through an artistic lens — it’s a major contributor to the economy. With coordinated effort, Johannesburg believes it can become a leading hub for creative innovation, urban revival, and job creation.

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Sourced:City Of Joburg

Picture: Instagram/Brand South Africa