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Plot Mhako’s Amplifaya Redefines Creative Business

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The creative economy has long been heralded as a transformative force for developing nations, yet Zimbabwe’s creative industries often grapple with limited resources, inadequate networks, and a lack of strategic partnerships. Enter Amplifaya Creative Business Conference, a ground-breaking initiative spearheaded by Plot Mhako, a cultural entrepreneur whose vision is transforming the intersection of creativity and commerce.

On a vibrant morning at Harare’s iconic 7 Arts Theatre, Amplifaya 2024 brought together Zimbabwe’s finest creative minds, corporate leaders, and industry experts. The conference, organized by earGROUND Media and Zar Events in collaboration with the U.S. Embassy in Zimbabwe, proved to be a turning point in unlocking the potential of Zimbabwe’s creative sector.

Amplifaya: A Movement, Not Just an Event

Amplifaya represents more than an event; it is a movement advocating for the economic potential of the creative industries.

“Amplifaya is a dynamic convergence of Zimbabwe’s creative industries, celebrating cultural diversity while fostering a thriving ecosystem with global appeal,” said Plot Mhako during his opening remarks.

Launched in 2022, Amplifaya began as a music festival and talent development workshop, creating a platform for emerging artists to showcase their craft. Over the years, it evolved into a comprehensive conference that blends professional development, networking, and thought leadership. Amplifaya’s 2024 iteration marked a significant milestone, as it transitioned into a fully-fledged forum for addressing challenges and opportunities in Zimbabwe’s creative economy.

Plot Mhako’s journey as a cultural advocate began over a decade ago when he founded the Jibilika Dance Trust. His early initiatives used dance and youth culture as tools for empowerment, earning him a reputation as a change maker. Mhako expanded his influence by curating impactful projects such as the Mafuwe International Festival of Dance, the Zim Hip Hop Summit, and the Moto Moto Festival in Germany.

His venture into documenting and promoting Zimbabwean creatives through earGROUND Media further cemented his role as a thought leader. With Amplifaya, Mhako has created a bi-annual event that is not only a celebration of creativity but a strategic hub for fostering partnerships and creating a sustainable creative economy.

“I want creatives to realize that their work isn’t just art—it’s a business. With the right tools, collaborations, and strategies, Zimbabwe can export its creativity to the world,” Mhako emphasized.

A Platform for Collaboration and Growth

Amplifaya 2024 featured a robust line-up of events, including keynote speeches, panel discussions, and interactive workshops. Renowned local and international figures in film, music, visual arts, business and fashion shared insights on how to build sustainable careers in the creative sector. Highlights included:

  • Panel Discussions addressing key issues such as forging sustainable partnerships, producing globally competitive creative products, and exploring untapped market opportunities.
  • Keynote Speakers, including Grammy-winning producer Brian Soko, award winning artist Everton Mlalazi, and film powerhouse Marian Kunonga among a host of other experts who shared inspiring journeys and practical advice. The panellists also offered practical skills in branding, market analysis, and leveraging technology for creative projects.

The vibrant event also brought together luminaries like ZIMOCO Marketing Officer Tafadzwa Nyabuta, Stanbic’s Head Brand and Marketing Palmer Mugavha, National Arts Council of Zimbabwe Director Napoleon Nyanhi, and Australian-based creative entrepreneur Zii Wacho. These voices underscored the potential for collaboration between the corporate and creative sectors.

“As corporates, yes we want to partner with artists but you have to fit the fit.” Said Tafadzwa Nyabuta.

Realizing Amplifaya’s Impact

For Zimbabwean creatives, Amplifaya represents more than a one-day event; it is a Launchpad for long-term growth. The conference’s emphasis on building sustainable business models and accessing international markets resonated deeply with participants.

One of the attendees, a young filmmaker from Bulawayo, remarked, “Hearing from industry leaders like Monalisa Chisango and Brian Soko inspired me to think bigger. I now believe it’s possible for my work to reach platforms like Netflix or international music festivals.”

Amplifaya’s broader mission is to address systemic challenges in Zimbabwe’s creative economy, including limited funding, lack of infrastructure, and underdeveloped networks. By bringing together corporate sponsors such as Croco Motors and Stanbic Bank with local artists, the conference seeks to bridge the gap between creativity and commerce.

“Every corporate has an area to play, we provide financial literacy and as a bank we have an innovation hub to help creatives grow. We are looking for people with a good track record,” said Palmer Mugavha who is also one of the pioneers of the Stanbic sponsored Jacaranda Festival.

Amplifaya’s Legacy: looking forward

As the curtains closed on Amplifaya 2024, the buzz in the creative community was palpable. The event not only showcased the immense talent within Zimbabwe but also set the stage for meaningful change in how the arts are perceived and supported.

For Plot Mhako, this is just the beginning. With Amplifaya Africa expanding its reach across the continent, he envisions a future where African creative entrepreneurs compete on the global stage, armed with the tools, knowledge, and partnerships to succeed.

“Our stories, our art, and our culture are our greatest assets,” Mhako said. “Amplifaya is here to ensure that Zimbabwean and African creatives are seen, heard, and valued—both at home and abroad.”

Amplifaya 2024 underscored the potential for Zimbabwe’s creative industries to drive economic growth and cultural pride. With Plot Mhako at the helm, this initiative continues to inspire, challenge, and empower a new generation of creative entrepreneurs. The conference has set a new benchmark, inspiring Zimbabwean creatives to think beyond local confines and create world-class, globally competitive products. As the country’s arts sector continues to evolve, this event serves as a catalyst for innovation and collaboration.

With its resounding success, Amplifaya has not only ignited imaginations but also illuminated a path toward a vibrant and profitable creative economy for Zimbabwe and beyond. Through its emphasis on collaboration, innovation, and sustainability, Amplifaya is not just a conference—it’s a movement redefining Zimbabwe’s creative landscape.

The conference also spotlighted a significant announcement by the U.S. Embassy in Zimbabwe, the launch of the 2025 Academy for Women Entrepreneurs (AWE). This program offers funding ranging from US$10,000 to $35,000 to support women-led entrepreneurial projects.

Designed to foster skills development and networking, the AWE initiative underscores Amplifaya’s mission to provide resources and opportunities for underrepresented groups in the creative economy.

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