Minister of Youth, Sport and Arts, Elvis Nkandu, has praised the private sector for its increasing support towards Zambia’s creative industry.
Speaking when a private sector consortium made their contribution towards the upcoming Ngoma Awards in Lusaka, Mr Nkandu noted that improved visibility of the National Arts Council and the broader creative sector is as a result of strengthened management and renewed collaboration between government and industry players.
Wonderful Group of Companies contributed a cheque worth K20, 000, while Great North Academy contributed a K200, 000 cheque respectively.
The media reports that the Minister thanked the Board of the National Arts Council, Wonderful Groups, ZANACO, Great North Academy, ShopRite and other partners for what he described as “a gesture that will go a long way in uplifting the standards of the Ngoma Awards and the arts industry at large.”
Mr Nkandu further noted that the government’s commitment to creating an enabling environment for investment is beginning to yield results, pointing to increased engagements between the private sector and government.
He said private companies are now more confident to partner with government because they feel assured of peace, policy stability and security for their investments.
“You can imagine, if we did not have this enabling environment, we would not be receiving what we are receiving today.
“This is proof that when the private sector thrives, they are able to share part of their profits with communities, and industries such as the arts benefit,” he said.
Mr Nkandu cited Wonderful Group’s Capital Fertiliser investment, with over 10,000 employees, and 95 percent of them being youths, as an example of how a conducive economic environment stimulates job creation and empowerment across sectors.
He further appealed to more companies to support the arts, describing the sector as a potential major contributor to Zambia’s GDP.
The Minister further, noted that unlike in previous years when private sector investment largely went to football, companies are now recognising the value and potential of the arts.
The Minister, who recently engaged artists in Muchinga Province, also acknowledged challenges faced by creatives in rural districts.
He suggested the creation of district level “mini Ngomas” to identify, mentor and promote emerging artists so that they can compete effectively on national and international platforms.
“Now that we have gone international, our artists must do their homework. We must empower them in all districts so they are not left behind,” he said.
Mr Nkandu also emphasised that excellence, hard work and improved policy support must drive the industry forward, adding that the era of handouts is over.
He said the Ngoma Awards, which celebrates their 20th anniversary this year, are not only meant to honour artists but to strengthen national identity, promote talent, and stimulate the growth of the creative economy.
The Minister reiterated that the government deeply values private sector support, which he described as a “powerful statement of confidence” in Zambia’s artistic potential.
He urged more companies to join the initiative, saying their participation will boost visibility and inspire broader industry engagement.
“We have underestimated the power of this sector. As we move forward, we will better understand how much the creative industry contributes to our GDP, because talent in Zambia is everywhere,” he said.
Mr Nkandu cited emerging musicians in rural districts such as Kanchibiya as examples of the untapped artistic potential that the country must nurture.
Meanwhile, National Arts Council of Zambia Director, Maaka Chipindi, revealed that the Ngoma Awards now in their 20th year are close to finalising a major partnership with Trace Africa TV, a move expected to expand the awards to more than 180 countries.
He said the council is currently working with the Attorney General’s Office to finalise agreements and contracts.
Mr Chipindi added that the partnership has generated excitement among sponsors who see it as an opportunity to enhance both the visibility and coverage of the awards, potentially allowing the event to grow even bigger in the coming year.
