Uganda’s creative sector is set for a major acceleration, moving from being just a source of entertainment to a significant driver of national development ambitions, jobs, and exports.
This commitment was powerfully demonstrated by the launch of the Next Creata Hub today, an initiative by Next Media Group strongly supported by the Uganda Development Bank (UDB), the nation’s development finance institution.
This synergy between private sector innovation (Next Media) and strategic capital (UDB) aims to harness the global creative economy, which generates over US$2.2 trillion annually and employs nearly 30 million people worldwide.
The Creative Economy is More Than Entertainment
Dr. Patricia Ojangole, Managing Director of UDB, underscored the economic magnitude of the sector and its specific importance to Uganda.
“The creative sector is not just about entertainment, it is about jobs, exports, and identity,” Dr. Ojangole stated.
She noted that in Africa, this economy, powered by music, film, gaming, and digital content, is growing faster than many traditional sectors.
“For Uganda, the creative industry presents an incredible opportunity to tell our stories, preserve our culture, and project our identity to the world, while creating sustainable livelihoods for our youth. As Uganda’s national development finance institution, Uganda Development Bank recognises the immense potential of this sector and remains committed to unlocking its opportunities for the benefit of our people and our economy,” Dr. Ojangole added.
Next Creata Hub as an Ecosystem for Global Standards
In a tangible step toward realising this potential, Next Media unveiled the Next Creata Hub at its facility in Kampala. This state-of-the-art facility is designed to provide Ugandan creators with the infrastructure and expertise needed to compete globally. The Hub specifically provides creators with:
Professional podcast studios, Creative sets and production spaces, Essential tools and equipment, plus Mentorship programs to meet international standards.
Kin Kariisa, Group CEO of Next Media, stressed that the facility’s primary importance lies in enabling local talents to effectively compete on the international stage.
He noted that the launch directly supports the growth of Uganda’s digital sector, where influencer marketing alone is estimated to be worth over US$100 million annually.
The launch event was attended by key stakeholders, including Julienne Mweheire, Director of the Uganda Communications Commission (UCC), various artists and content creators, plus representatives from the Uganda Development Bank, signalling cross-sector support for the initiative.
By investing in high-quality infrastructure and mentorship through initiatives like the Next Creata Hub, Uganda is positioning itself to not only tap into the massive global creative economy but also use its vibrant cultural identity as a powerful engine for inclusive economic growth.