The third edition of the Joburg Xchange (JBX), held from March 12 to 14, 2024, alongside the Joburg Film Festival, is set to highlight Africa’s increasingly vital role in shaping the future of film, television, and digital storytelling. This year’s event is centered around the theme of stories “made in Joburg for Africa and the world,” reflecting the growing global demand for African narratives. According to Timothy Mangwedi, executive director of the Joburg Film Festival, the event aims to address the need for innovative business models, stronger industry infrastructure, and a stronger emphasis on African stories that resonate both locally and internationally. By bringing together industry professionals from across Africa and the globe, JBX seeks to equip filmmakers and content creators with the tools and insights necessary to navigate the rapidly evolving media landscape.
At the heart of JBX is the JBX Talks program, a curated series of talks, workshops, panel discussions, and masterclasses designed to foster collaboration and knowledge sharing. This year’s event is structured around six key themes, each addressing critical aspects of the film and television industry. The first theme focuses on expanding African storytelling on global platforms, exploring how creators can position their content for both mainstream and niche markets. The second theme delves into monetization, digital disruption, and emerging business models, examining revenue opportunities through direct-to-consumer platforms, branded content, AI-driven storytelling, and sports content monetization. These discussions aim to provide practical insights into how African filmmakers can leverage new technologies and platforms to reach wider audiences and generate sustainable revenue streams.
Another key focus of JBX is bolstering co-productions and improving market access for underserved communities. The event will explore how co-production treaties with countries such as Italy, Nigeria, Canada, the U.K., France, and Germany can unlock financing and collaboration opportunities for African filmmakers. Additionally, JBX will examine the role of festivals, film markets, and industry alliances in helping African filmmakers build sustainable careers and expand their audience reach. By fostering international partnerships and providing post-event support, JBX hopes to facilitate deal-making and create pathways for African projects to gain global recognition.
The event also places a strong emphasis on industry ethics, workers’ rights, and representation. Addressing systemic challenges such as fair pay, ethical production practices, and the evolving role of women in the industry, JBX aims to create a more inclusive and equitable environment for all filmmakers. This focus is particularly evident in a full-day program dedicated to the role of African women in the screen industries, which includes a collaboration with SWIFT (Sisters Working in Film and Television). This program features panel discussions with prominent Black female filmmakers, such as Eloïse King, Andy Mundy-Castle, Sara Chitambo-Hatira, and Naledi Bogacwi, who are making waves in the documentary field. These discussions will highlight the systemic challenges faced by women in the industry and explore ways to dismantle traditional power structures.
JBX also offers a spotlight on creative mastery, with masterclasses from acclaimed filmmakers and producers. Among the industry guests is Academy Award-nominated filmmaker Raoul Peck, whose latest film, “Ernest Cole: Lost and Found,” opens the Joburg Film Festival. Peck will deliver a masterclass during the event, sharing insights into storytelling, historical narratives, and the intersection of film and activism. Other notable guests include Jennifer Okafor-Iwuchukwu, a literary and talent manager, and Steven Adams, a Peabody Award-winning producer. These sessions aim to inspire and empower African filmmakers by providing them with the creative and technical skills needed to produce world-class content.
In its third year, JBX continues to build on its mission of helping African filmmakers tap into the potential for global success. According to Mangwedi, one of the biggest challenges facing African producers is monetizing their content both regionally and internationally. While the demand for African stories is undeniable, many filmmakers struggle with distribution access, financing, and aligning their projects with buyer expectations. To address these challenges, JBX has expanded its industry intelligence efforts, offering deeper insights into which countries, platforms, and broadcasters are actively investing in African content. By taking a targeted approach, JBX aims to help filmmakers understand how to engage with specific markets and establish long-term partnerships, one country at a time.
Ultimately, JBX seeks to solidify Africa’s place as a global force in film and television. By serving as a gateway for international buyers and distributors to discover African talent and projects, JBX hopes to elevate Africa’s storytelling legacy and ensure that African filmmakers take the lead in shaping how their stories reach international markets. With its focus on creative development, industry deal-making, and fostering collaboration, JBX is poised to play a pivotal role in the growth and success of Africa’s film and television industry.
