Minister of Youth, Sport and Arts Elvis Nkandu has praised the private sector for increasing its support toward Zambia’s creative industry. He spoke during a contribution ceremony in Lusaka where a private sector consortium made donations to the upcoming Ngoma Awards.
Mr Nkandu said the improved visibility of the National Arts Council and the wider creative sector is the result of stronger management and renewed collaboration between government and industry players.
Wonderful Group of Companies contributed K20 000. Great North Academy contributed K200 000. The Minister thanked the National Arts Council Board, Wonderful Group, ZANACO, Great North Academy and ShopRite for what he described as support that will uplift the standards of the Ngoma Awards and strengthen the creative industry.
Mr Nkandu said the government’s effort to create an enabling environment for investment is producing results. He noted growing confidence among private companies that now feel assured of peace, policy stability and investment security.
He said private companies thrive when the economic environment is stable. He added that they can then share part of their profits with communities and industries such as the arts benefit.
Mr Nkandu highlighted Wonderful Group’s Capital Fertiliser investment as an example of an environment that supports growth. He said the company employs more than 10 000 people and most of them are youths.
He called on more companies to support the arts. He said the sector has strong potential to contribute to Zambia’s GDP.
Mr Nkandu noted that private investment previously focused on football. He said companies are now recognising the value of the arts.
The Minister recently met artists in Muchinga Province. He acknowledged challenges faced by creatives in rural districts. He proposed the creation of district level mini Ngomas to identify and mentor new talent. He said this will help emerging artists prepare for national and international platforms.
He encouraged artists to work hard. He said excellence and strong policy support must drive the industry forward. He added that the era of handouts has ended.
Mr Nkandu said the Ngoma Awards, which celebrate 20 years in 2025, are designed to honour artists and promote national identity. He said the awards also support talent development and help strengthen the creative economy.
He thanked the private sector for what he called a powerful statement of confidence in Zambia’s artistic potential. He urged more companies to participate and help raise the visibility of the sector.
He said Zambia has talent across all districts. He cited emerging musicians in rural areas such as Kanchibiya as examples of the potential that must be supported.
National Arts Council Director Maaka Chipindi said the Ngoma Awards are close to finalising a major partnership with Trace Africa TV. He said the partnership will expand the awards to more than 180 countries.
Mr Chipindi said the council is working with the Attorney General’s Office to complete agreements. He added that the partnership has created excitement among sponsors who see value in broader visibility and future growth of the awards.