Maktab Machot Deng. (Photo: Courtesy).

Artists and content creators have been doing their best all these years, but their sweat and efforts seem not to pay off the way they expect. To be precise, artists only get financially appreciated through their concerts and the weddings they get invited to.

In other countries, artists have several sources of income, including streams, concerts (tours), partnerships, and endorsements, among others. For South Sudan, it’s still unclear whether there is a lack of support from the corporate sector or if it’s due to a lack of approach from the artists and event planners.

Artists and event planners are persistent in creating content and organizing events, but the events they organize and the content they create often do not bring in the expected financial returns. It’s worth noting that if the problem lies with the corporations, there will be no growth in the entertainment industry without their support.

For example, my team and I manage and organize the Junub Talent Awards annually, where we recognize and appreciate various South Sudanese talents across fields like sports, pageantry, fashion, design, entrepreneurship, and more. When we organize this event, it indeed creates a difference for the upcoming and rising talents.

In countries like the United States, when events like the BET Awards or the Grammys take place, the talents—right from the nominations—see their streams hyped because of the massive global support they receive. The BET Awards, the Grammys, or even the Headies do not pay their nominees directly, but they are indirectly paid through the increased streams on platforms due to the global hype around the event.

In a country like South Sudan, where less than half of the population knows how to stream songs online, content creators and artists face many challenges. Our content creators and artists can only be supported by the corporate sector, whether by supporting initiatives that benefit artists or by directly providing them with partnership and endorsement contracts. Telecommunication companies in other countries have partnered with or endorsed content creators/artists in those countries. So why should it be different for South Sudan?

Take Uganda, for example: MTN has organized award ceremonies to honor artists and content creators, even providing financial rewards. We expect similar opportunities in South Sudan for our content creators and artists to help them grow and contribute to the development of our country. As they grow, they will invest, develop, and create jobs by employing others in their management or businesses. So, corporations like MTN and Zain in other countries have understood the potential benefits of partnering with artists, not just for exposure, but as a way to enhance their brand by associating themselves with local talent.

It’s important to recognize that when artists are supported by corporations, they are not only benefiting financially but also contributing to the economic development of their communities. A successful artist is likely to reinvest in their work, create more job opportunities, and contribute to the growth of the entertainment industry. As artists expand their influence and wealth, they will employ others in their management teams, their businesses, or in other aspects of the entertainment industry. This, in turn, will help foster a more robust creative economy, which will ultimately contribute to the development of South Sudan.

The lack of corporate support and recognition for South Sudanese artists cannot be ignored. Without the backing of businesses and corporations, the entertainment industry in South Sudan will continue to face stagnation. Corporate sponsorship is essential for funding events, awards, and initiatives that highlight and celebrate the achievements of local artists. The corporate sector in South Sudan needs to recognize that investing in the entertainment industry will not only help elevate the artists but also bring about positive change for the country. These investments could range from sponsoring events, providing partnerships, or offering financial rewards for accomplishments in the arts.

In conclusion, I urge South Sudan’s corporate sector to take a more active role in supporting the entertainment industry.  In addition, I also encourage the general public to support their favorite content creators and artists by subscribing to and streaming their work across several platforms, allowing them to become financially independent. Perhaps then we’ll hear fewer bootlicking songs.

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Maktab Machot Deng is the Chief Executive Miss Naath South Sudan.