South Africa’s next gold rush is creative, not mineral

SOUTH Africa just earned a record number of International Emmy” nominations — placing us third globally, behind only the United Kingdom and Brazil.

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It is a moment of celebration, but it should also be a moment of reflection.

Because while we're rightly proud of the recognition, we are overlooking the R50 billion opportunity hiding in plain sight.

The Emmys are not simply a mark of artistic prestige. They are proof of what many of us have argued for years: the world doesn’t only want our minerals — it wants our stories, our culture, and our creativity.

The demand is global, the appetite is real, and yet our policy frameworks and investment priorities still treat the creative industries as a side show rather than a growth sector.

Look at the evidence. Amapiano is dominating international playlists. Tyla is breaking global charts.

South African film and television are streaming to millions around the world. Our creative output is already world-class — but our creative economy remains largely untapped.

The Global Blueprint

In countries that have understood the link between culture and commerce, creativity is big business. In the United States, arts and culture contribute 4.2% of GDP — an astonish-

ing $1.17 trillion annually. The sector employs more than five million people and consistently runs a trade surplus through exports of film, television, music and digital content.

Culture is not an afterthought in these economies. It is an engine.

The United Kingdom's creative industries are another case in point. They contribute nearly £125 billion to GDP and employ close to 2.5 million people — more than financial services.