The Creative Sector as an Economic Powerhouse: Lessons from Shaka iLembe

South Africa’s creative industry has long been a vibrant contributor to our nation’s cultural identity, but often its true economic potential is overlooked. The groundbreaking success of Shaka iLembe, a historical television series produced by Bomb Productions and aired on Mzansi Magic, has proven that the creative sector is not only a storyteller but also a job creator and economic catalyst.

What makes Shaka iLembe remarkable isn’t just its gripping retelling of the story of King Shaka and the rise of the Zulu nation — it’s the monumental scale of the production and the thousands of livelihoods it sustained in the process. The production took six years of in-depth research, consultations with historians, cultural experts, and Zulu royal family advisors to ensure historical accuracy and cultural authenticity. But beyond the screen, it created over 10,000 job opportunities for South Africans from diverse backgrounds.

From 900+ crew members working tirelessly behind the scenes to 250 actors, thousands of extras, and artisans like beadwork makers, hairstylists, costume designers, and set builders — the series became a beacon of hope in a country where youth unemployment continues to plague the economy. More than 2,000 traditional costumes, 420 unique hairstyles, and 8,000 strings of beads were meticulously created by local artisans, injecting revenue into small creative enterprises and preserving indigenous craft skills.

The physical production itself saw nine months dedicated to constructing a massive Johannesburg-based set, which included historically accurate villages and royal kraals. This, in turn, created opportunities for carpenters, painters, electricians, transport operators, caterers, and other support services, proof that a single creative project’s economic ripple effect reaches far beyond its core industry. The economic and social success of Shaka iLembe offers a powerful lesson for South Africa: if large-scale productions and creative ventures receive consistent support from both the public and private sectors, our country’s economy can diversify, youth unemployment can be reduced, and previously marginalized creative talents can thrive.

Imagine a South Africa where film, television, music, visual arts, and digital content industries receive adequate funding, infrastructure, and marketing support. The results would be thousands of sustainable jobs, upskilling opportunities for the youth, and the preservation of cultural heritage — while contributing meaningfully to the national GDP. The Department of Sport, Arts and Culture, along with private investors, need to see the creative sector not as a charitable cause, but as a serious economic player. From stage productions to music festivals, fashion shows, exhibitions, film and TV projects — every supported creative initiative has the potential to employ dozens, if not hundreds, of South Africans.

As we reflect on the success of Shaka iLembe, it becomes clear that South Africa holds immense untapped economic potential within its creative industries. The youth are hungry for opportunities to showcase their talent, innovate, and contribute to the economy. With more investment in productions of this scale — and in grassroots initiatives too — the creative economy can be a driver of job creation, social cohesion, and national pride. It’s time we collectively recognise that creativity isn’t just entertainment — it’s industry, it’s livelihood, and it’s a pathway to a better, economically inclusive South Africa.