The digital space is the in-thing now for the world where content used to be consumed or accessed through traditional means.
Malawi has not been left out of the equation where content creators continue to build what to showcase on different digital platforms.
But while content creators in Malawi continue to create, the space is yet to benefit them into terms of generating money.
For content creators to generate revenue and be rewarded, the best is to open their accounts using other countries.
This has for a long time worried content creators in Malawi.
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What is really the problem and what does the country need to do for its creators to start earning from their sweat?
In recent times, content creators have engaged Malawi Communications Regulatory Authority (Macra) to look into how they can start generating money in the country.
At a recent meeting, Macra underlined its interest to help local talent to thrive through digital monetisation initiatives.
“We are already engaging global partners like Meta to unlock this industry’s treasure,” Macra acting Director General Mayamiko Nkoloma said.
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He noted the local industry’s potential and how it can influence societal change.
“We need to actively collaborate to influence positive change in Malawi,” he said.
Creatives in content creation, led by Mikozi’s Bright Chiligo, said they want to see art and creativity pay online platforms and generate forex for the country.
He said with this, creatives can earn money even when they are not booked for shows.
“Not only does the artist benefit but the country benefits through forex generation,” Chiligo said.
He said in the past, critics placed the blame on low quality content. However, there is an improvement now in terms of production.
“We started blaming internet penetration resulting in low number of views on our continent but this has changed,” Chiligo said.
He said creatives in Malawi can now pull more numbers than some top artists in advanced countries like South Africa.
“And due to lack of monetization, top content creators have changed locations on most of their online platforms,” Chiligo said.
He said this has greatly affected the numbers Malawi displays on the various platforms.
“If we fight eligibility, we win back the numbers we pull. That is why we need to start engaging Meta and Google directly as a country to give us a clear direction on what we need to be eligible,” Chiligo said.
He said Meta reported paying over $2 billion to creators globally in 2023 through its combined monetization programmes. He said Malawi needs its share.
Companies like Meta and Google play a central role in content monetization by providing a comprehensive eco-system for creators to earn revenue directly from their digital content.
Chiligo said currently even YouTube monetization is not eligible in Malawi which has forced Malawian artists to change location settings to countries that are eligible for monetization.
“We say they are Malawian artists doing well on numbers but YouTube will recognise them as from South Africa and not Malawi,” Chiligo said.
He said that in his view and research in previous years, the problem was an issue of numbers but now Malawi has proved to pull the figures online.
“An example can be given at one point on how Nasty C’s music video had 600,000 views in six days whereas Driemo got over one million views in the same time frame,” Chiligo said.
He said this is enough evidence that Malawi pulls more numbers and that perhaps YouTube and Google do not recognise that these numbers are from Malawi since Malawian artists do not register on these platforms as Malawian artists.
“Macra needs to step up on this because time is running out. We need to exhaust all the means otherwise we are losing out as a country,” Chiligo said.
support is needed
Veteran producer Tapps Bandawe said the country needs to rise and find solutions on how local content creators can generate revenue in the country rather than registering in other countries.
“Many of our creatives are earning revenue for their content from other countries. There are artists that have registered in countries like Tanzania and South Africa and have opened accounts there. We are losing money as a country,” Bandawe said.
He said this issue needs to be pushed forward because it is essential not only for the creative sector but for the country as a whole to grow its monetisation stream.
“Global platforms do not see it as viable but we can do better because we do not lack audience or content but we need to understand what unlocks each platform,” Bandawe said.
Running with Gold Mountain Music which partnered Universal Music Group, Bandawe said unlocking monetisation in the country needs serious attention.
“Universal Music Group is willing to help but we need to show the will. We have a number of challenges that need sorted out. For instance, we have limited pay systems and money is not integrated with global platforms,” the veteran producer said.
He also said it all comes down to Malawi putting its house in order, being dedicated and moving systematically.
“Government support is needed and we need to test monetisation pathways. Let’s move out of the tendency of only talking and starting implementing things on the ground. There there is need for awareness,” Bandawe said.
