Mufaro Chifamba is a creative Zimbabwean entrepreneur and the brains behind AfriNova Group, an emerging collaborative multimedia ventures company that is tapping into the continent’s huge potential in the art, music, and media industries.
Drawn to music at a very young age, Mufaro says he was inspired to start his company by a burning passion to uplift artists by helping them with the proper support structures and business skills to transform their talent and creativity into sustainable careers.
“The inspiration to start my own company came from a deep desire to empower creatives and bridge the gap between artistry and business,” Mufaro explains.
“Having worked in music and the creative industries, I saw many talented individuals struggling, not because they lacked skill or passion, but because they did not have the right support structures, business knowledge, or platforms to turn their creativity into sustainable careers.
“I identified a critical gap in the market: while Africa is rich in creative talent, there was a lack of structured ecosystems to support creatives in monetizing their work, scaling their brands, and navigating the complexities of the industry.
“Many artists and entrepreneurs were either undervaluing their craft or struggling to access opportunities beyond their immediate circles. This realization led to the establishment of AfriNova Group, an emerging collaborative multimedia ventures company, initially and originally founded as New Rivers Group before it rebranded in November 2024.
A Team of Creatives and Strategists
Headquartered in Harare and with additional offices in Pretoria, AfriNova Group is positioned at the intersection of media, music, entertainment, and experiential artistry, offering dynamic solutions to creatives, artists, and brands.
Mufaro says, “While we work with a core team of creatives, strategists, and business professionals, we also collaborate with an extensive network of freelancers, contractors, and partners across various industries.
“This flexible model allows us to remain agile, innovative, and responsive to the evolving needs of the creative sector. At its core, AfriNova is a movement dedicated to elevating African creativity and ensuring that artists, creatives, and entrepreneurs thrive on both local and global platforms.”
AfriNova Group is divided into three strategic brands that include:
● AfriNova Media – A service-oriented media company with interests in creative communications & marketing, media production, publishing services, creator services, and creative-based BPO services.
● Urban Collective – An innovative, faith-driven music, publishing, and creative entertainment ecosystem, designed to empower artists and creatives in building sustainable careers and
● AfriNova Experiences – A creative ecosystem centered on experiential artistry, live event experiences, and mastery experiences, curating immersive moments that leave a lasting impact.
Passion For Music
Born in Harare, Mufaro developed a passion for music and remembers how his childhood was filled with melodies from the various instruments he would play and the songs he would sing.
He was drawn to how music could tell stories, evoke emotions, and bring people together. As he grew, that passion evolved and he became increasingly fascinated by the intersection between creativity and business and how art, music, and media could be structured not just as expressions of talent but as sustainable ventures.
“More importantly, I discovered the power of purpose-driven creativity—the idea that creativity, when aligned with vision and intent, can have a lasting impact on individuals, communities, and industries.
“I found myself more drawn to hands-on learning—working with musicians, creatives, and entrepreneurs, studying industry trends, and understanding how business models in the creative sector operated. This blend of artistic passion, business strategy, and a purpose-driven mindset became the foundation of my entrepreneurial journey.
“Rather than following a conventional path, I committed myself to building platforms that empower artists, creatives, and brands to thrive. This vision led me to launch my own ventures, shaping Africa’s creative landscape while positioning African creativity on a global scale,” explains Mufaro.
Unique Obstacles
Every entrepreneurial journey comes with its challenges and building AfriNova Group as a startup in the media, music, and creative industries—which are constantly evolving—has presented unique obstacles.
Some of the most significant challenges Mufaro and his team have encountered include
starting up in an unstructured creative industry, navigating an unstable economic environment as well as financial constraints.
Says Mufaro: “Building a startup in Zimbabwe, where the economy is highly volatile, presents major challenges. Currency fluctuations, inflation, and limited access to investment capital make it difficult to plan long-term business growth.
“At the same time, operating in a volatile industry like media, entertainment, and digital services—which is often affected by changing consumer behavior and technological disruptions—requires constant adaptation.
“I have learned to be financially agile, diversify revenue streams, and operate with a regional and global mindset. By structuring AfriNova Group as a collaborative multimedia ventures company with operations in both Harare and Pretoria, we create opportunities that are not limited by the economic constraints of a single market.
“I have also learnt to leverage strategic partnerships, digital platforms, and creative monetization models to scale operations. Over time, I also realized the importance of creating multiple revenue streams—not just relying on one project or client to sustain growth.”
Growing From Strength to Strength
Entering the creative industry with limited resources can be challenging, but Mufaro says it is not impossible. He advises emerging businesses and startups to begin with the little resources they have and grow their business gradually.
“You do not need the biggest budget to begin. Leverage free or affordable tools, build relationships, and use your creativity to make the most of limited resources. The industry is broad, so find what makes you unique and build around that. Authenticity and a clear sense of purpose will set you apart.
“Partnerships can help you go further, faster. Work with other creatives, brands, or businesses that align with your vision and create win-win opportunities. Be strategic about digital presence – In today’s world, your brand exists as much online as it does offline. Use social media, content marketing, and digital platforms to showcase your work and build your audience.
“Many creatives struggle with turning their passion into a business. Understand your value, price your services correctly, and explore multiple revenue streams. Success does not happen overnight. Keep refining your craft, learning, and adjusting your approach as the industry evolves,” he adds.
