A new arts body is hoping to forge collaborations to boost the economic potential of the creative industries in South Africa. YouRSA – a commercial venture spearheaded by a subsidiary of VMCo Advisory Group – is working to bring about systemic change in the arts and culture sector while showcasing South African talent both at home and abroad, specifically in the United States.
Collen Dlamini, former Group Executive of Corporate Affairs at the MultiChoice Group, and a board member of the South African Chamber of Commerce and Industry, has set up YouRSA primarily to provide young people with a unique platform on which to express themselves through storytelling, engage in meaningful dialogues and amplify the growing interest in Africa’s dynamic culture. Beyond this, however, Dlamini would like to spark greater business interest in the creative economy. His organisation partnered with the Sunday Times, the Cultural and Creative Industries Federation of South Africa and the Copyright Coalition of South Africa (CCSA) – representing 22 trade associations and industry bodies from various art disciplines – in May 2024 to host a high-level dialogue with seven political parties. The aim was to discuss strategies to realise the creative industry’s economic potential.
“Our value proposition is our ability to build bridges between policymakers and business,” Dlamini explains. “Through proactive stakeholder engagement and collaboration, we strive to strengthen bonds, promote mutual understanding and facilitate sustainable development with our partners.”
A recent collaboration saw YouRSA, Brand South Africa, the South African Consulate General in New York, Jaguar SA and the Duma Collective exploring cross-cultural synergies in art, fashion and music. The #GiveHerACrown initiative, driven by Jaguar SA and co-curated by the African Fashion Council, showcased the talents of five South African female fashion designers at the New York Fashion Week in August 2024.
Dlamini’s organisation also plays a major role in policy advocacy, having run a successful campaign around protecting the intellectual property of rightsholders on behalf of the CCSA. “President Cyril Ramaphosa has since referred the Copyright Amendment Bill and the Performers’ Protection Amendment Bill to the Constitutional Court, which we’re happy about as they pose a risk to the economic growth of the sector in their current form,” says Dlamini. “Policies are a key lever to enabling the country to leverage its economic potential and address impediments to the growth of the country’s ‘orange’ economy.”
Dlamini aims to assist young people to find work in the creative sector, which is largely under-funded and under-appreciated, despite its transformative potential.
In March 2025, YouRSA will host an investment symposium for the creative and cultural industries in Johannesburg, partnering with both government agencies and the private sector. The symposium will feature international investors, industry experts, policymakers, thought leaders and academia to boost high-level collaboration. YouRSA will also host another South African arts and culture event in New York in July 2025 to commemorate 30 years of freedom during Mandela Month. The events will comprise high-level dialogues, a South African music showcase, film and an art exhibition in Manhattan.
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Source: The original version of this article was published in the Trialogue Business in Society Handbook 2024 (27th edition).