Mirjam Shihepo
By the title, I encourage you not to yawn just yet. I stand in the gap of those who have explored this topic before me. Their perspectives paved the way, and it is my intention to contribute to the evolving dialogue.
Not long ago, the Ministry of Information, Communication, and Technology (MICT) hosted a summit under the theme: “Building Resilience to Adapt or Die in the Era of Digital Transformation and Artificial Intelligence.” This was not just a summit—it served as a wake-up call to businesses and professionals across Namibian industries. Adapting to change means stepping outside comfort zones, re-learning what we thought we knew, and embracing the unknown. Staying stagnant in the face of this change risks making us irrelevant in an ever-evolving world.
At the heart of this transformation lies the creative industry. It’s not just an afterthought—it’s the engine driving innovation, connection, and relevance. Yet, its full potential remains largely underutilized. Consider this: What is a product without a story? What is a brand without an identity? Creativity is what gives meaning to what we offer, ensuring it resonates, is understood, valued, and ultimately remembered. The creative industry translates complex ideas into compelling narratives, builds emotional connections, and ensures lasting impact. While other professions bring structure, the creative industry breathes life into a business. It is the bridge between strategy and impact.
In today’s fast-paced digital age, the importance of the creative industry has grown significantly. Social media, artificial intelligence, and digital marketing tools provide unprecedented opportunities to reach audiences. However, these tools are only effective when powered by the creative mind. As Ada Lovelace wisely noted, “The Analytical Engine has no pretensions whatever to originate anything. It can do whatever we know how to order it to perform.” Technology amplifies creativity but cannot replace it.
For small businesses and “side hustles,” digital marketing, influencer collaborations, and content creation flourished immensely in 2024. In the same vein, the creative industry serves as a catalyst for economic growth. Leading banks, institutions, and businesses are recognizing the power of this industry to tell exceptional stories. Through creative films, billboards, and advertising campaigns, they amplify their brands while contributing to Namibia’s rich storytelling tradition. These partnerships highlight the creative industry’s role in shaping perceptions, building brands, and enriching the national conversation.
For too long, the creative industry has been undervalued, often seen as secondary to traditional professions. However, its potential to shape perceptions and drive engagement is unparalleled. Consider Namibia’s emerging oil and gas sector, which many young people perceive as complex and inaccessible. This is where the creative industry can make a significant impact—by simplifying the narrative, fostering understanding, and bringing the sector’s significance to life.
By diversifying their skills and acquiring specialized training, local creatives can craft compelling stories that demystify this sector and elevate its relevance. This storytelling not only promotes Namibia’s resources but also highlights the transformative impact these industries will have on local communities and the economy.
Building resilience in the face of digital transformation isn’t just about adopting new technologies; it’s about embracing the creative spark that sets you apart in a crowded market.
The creative industry isn’t merely here to support your goals—it’s here to elevate them. Underestimating its value is missing an opportunity for growth, connection, and relevance. The creative industry is not a choice—it’s a necessity.
So, who is the creative I speak of? It’s the graphic designer shaping visual stories, the copywriter crafting compelling narratives, the filmmaker capturing moments that inspire, and the digital marketer amplifying those stories. It’s also the journalist uncovering truths, the broadcaster giving voice to the unheard, the photographer freezing time, and the social media strategist building connections.
In the wider media ecosystem, it’s the editor refining narratives, the advertiser bridging brands with consumers, and the influencer setting trends. It’s the production team bringing ideas to life and the strategist ensuring the message cuts through the noise. Together, they fuel an industry that entertains, informs, educates, and empowers societies.
As the President-elect of Namibia, Netumbo Nandi Ndaitwah, emphasized at the Namibia Creative Summit: “The arts are not merely an expression; they are the very essence of who we are as human beings. The recognition of cultural diversity through the culture and creative industry will empower the Namibian artist to inspire and connect the Namibian people.”
As we move forward into 2025, let’s invest in Namibia’s creative industry, recognizing its power to bring communities together and drive meaningful change at the local level.
Mirjam Shihepo is passionate about the creative industry’s potential and can be reached on LinkedIn: Mirjam Shihepo.
