MultiChoice partners with National Arts Festival to boost African arts
“MultiChoice is about more than just entertainment. It is about growth, authenticity and a commitment to Africa’s culture, arts and spirit of community. The National Arts Festival is the perfect initiative to drive this,” says Yolisa Phahle, MultiChoice Group CEO for General Entertainment.
Now in its 45th year, the Festival continues to be a critical driver of the local economy. According to a 2016 impact study, the Festival contributes in the region of R377 million into the coffers of the City of Makhanda and the Eastern Cape Province each year.
For 11 days, more than 60 events are spread over 90 different venues in Makhanda, the Festival enjoys strong participation by artists from across South Africa as well as a growing contingent of international artists. Importantly, the NAF provides a unique platform for emerging talent.
This is closely aligned to MCG’s ambitions of creating an enabling environment for the development of talent that will continue Africa’s rich storytelling heritage. MCG is deliberate in its investment in local content and talent development, creating authentic stories that resonate with its consumers across the African continent.
“Our investment not only creates a future talent pipeline that is critical to the future of the video entertainment industry, but also places South African arts on a world stage,” adds Phahle. “The NAF fosters and encourages authentic content creation, by our people, for our continent.”
As Africa’s most loved storyteller, MultiChoice Group (MCG) is showcasing how it crafts amazing stories through local content and talent development, supported by state-of-the-art technology. The MultiChoice Live stand showcases among others, the M-Net Magic in Motion Academy, the MultiChoice Talent Factory Portal, as well as upcoming local shows, talent interviews and performances.
Throughout the festival, The Voice Chair from M-Net’s popular reality television singing competition, will be around the theatre and cinema for festival goers to have an enjoyable interactive experience. A virtual reality (VR) space has also established as part of the festival’s digital lounge, allowing guests to experience MCG’s world in virtual reality.
“We are pleased to have found a place as a partner of the National Arts Festival, not just because our objectives for developing local talent are aligned, but because we share a commitment to enriching lives,” concludes Phahle.