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FILM COMMISSIONING OUTDATED - SA

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MBABANE - The landscape of film and television production in Eswatini is poised for significant change as South African Film and Drama Producer Herbert Hadebe foresees the end of commissioning in the industry. With over 20 years of experience, Hadebe’s insights shed light on a transformative moment for local producers who are eager to establish ownership of their creative content. Commissioning traditionally refers to the process of developing content that aligns with the objectives of production companies or broadcasters.
Producers. However, Hadebe argues that this practice is becoming outdated as a new emphasis is placed on content ownership by the producers themselves. “Prominent figures like Sylvester Stallone in the United States have made substantial profits by owning their content after moving away from commissioning.

In Africa, we are witnessing a similar trend as producers are encouraged to retain ownership of their work. This shift will not only benefit individual producers, but will also enhance the entire film and television production framework across the continent,” he explained. Hadebe’s vision is grounded in the belief that owning one’s content not only empowers producers, but also facilitates the marketing of their films abroad. “When a producer creates original content that has not been altered or tailored during the commissioning process, it resonates more strongly with audiences. Authentic storytelling generates connections, allowing that content to reach diverse audiences who appreciate its originality,” he added. While recognising the merits of commissioning in terms of maintaining quality standards, Hadebe cautioned that the commissioning process often dilutes the original vision of the producer.

“It is not inherently wrong to commission content, as it can ensure a certain level of professionalism and quality. However, this method often undermines the creative agency of producers since their concepts may evolve significantly during the commissioning phase,” he stated. This sentiment resonates deeply with many local filmmakers in Eswatini who seek to assert their creative expressions. As the industry evolves, there is a growing need for producers to not only create, but also retain the integrity of their work.The English-speaking African market presents a unique opportunity for Eswatini filmmakers, given its rich cultural narratives that reflect both local traditions and modern experiences. Producers in Eswatini are now being encouraged to generate stories that are uniquely Swati. Fostering original content that showcases authentic experiences can help develop a distinctive cinematic voice in the region.

Sessions

As part of this movement, Hadebe has suggested that budding filmmakers actively engage in workshops and training sessions focused on storytelling techniques and content creation.
This initiative could prove invaluable, as aspiring directors and writers begin to create narratives that resonate not only with local audiences, but also hold appeal for global viewers. The shift away from commissioning also opens doors for collaboration among creatives in Eswatini. By leveraging partnerships, producers can pool resources and expertise to elevate the quality of their projects while retaining ownership.

Community

This collaborative mindset can facilitate knowledge sharing while cultivating a sense of community among filmmakers. Furthermore, as Eswatini works to enhance its cultural exports, an emphasis on original content can position the country as a budding film destination. Documentary filmmaking, feature film, and series produced from a place of authenticity can shine a spotlight on the narratives unique to Eswatini, attracting interest from global film festivals and distributors. In conclusion, the cessation of commissioning in film production signals a critical juncture for producers in Eswatini. 

As they seek to own their content and craft original narratives, the burgeoning film industry stands on the brink of an exciting new chapter. With the right support and a commitment to authenticity, Eswatini’s filmmakers can rise to prominence on both the continental and international stages, showcasing the rich cultural tapestry of the nation through their compelling stories. The era of ownership, creativity, and collaboration has arrived, ushering in a promising future for the film and television landscape in Eswatini.

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