The National Arts Council (NAC) has urged […]

The National Arts Council (NAC) has urged Zambian artists to adopt a business mindset and demand fair payment for their work if they are to benefit from the government’s ambition to develop the creative economy.

Speaking in an interview with Zambian Business Times-ZBT, NAC chairperson, Maureen Lilanda said while many Zambians appreciate local artists, they are often unwilling to pay the full value of their work, undermining the sector’s potential to generate sustainable incomes.

Lilanda indicated that artists need to move away from viewing their talents as hobbies and begin treating them as businesses.

“One thing that we are working on as National Arts Council is to change the mindset of many artists who are still thinking that their art form is just a hobby. We are saying the mindset should change to think of their talent as a business,” she said.

streaming platforms. “We are not exporting them enough. Lilanda said the tendency to undervalue creative work is evident across different art forms, including visual arts and live performances, where artists are sometimes offered inadequate payments for their services.

She questioned why artists are expected to compromise their charges when consumers are willing to pay for other professional services.

 “Zambians love their Zambian artists, but they do not want to pay the full value of a Zambian artist,” said Lilanda.

 She also identified limited production opportunities as a major constraint facing Zambia’s film industry, saying the country has talented actors but insufficient productions to fully utilise their abilities.

Lilanda said more deliberate efforts are needed to expose local actors and creative works to international markets, including major film and We are not utilising them enough. There are not enough productions to take up all our actors,” she said.

Lilanda acknowledged that digital platforms have created opportunities for some creatives through content creation but said additional support and deliberate incentives can help more artists reach international audiences.

she said government has put policies in place to support the creative sector, but other players across the creative ecosystem also need to contribute to its growth. Lilanda urged artists, policymakers and partners to align their efforts to build a sustainable industry in which creative talent can translate into viable businesses.

Article by Karen Ngulube