THE POWER OF YOUTH PARTNERSHIPS

By Monde Twala

As an executive at a television and multi-media broadcast organisation with bases in South Africa and Nigeria – Paramount Africa, I have witnessed first-hand the plethora of talented and ambitious young people who are eager to make a difference in their communities and countries, however, facing significant challenges such as a lack of resources, access to education, unfair compensation, and opportunities for professional growth.

It is these types of challenges that make several types of partnerships crucial to achieving success and driving meaningful change. Collaborative efforts between organisations, governments, and businesses to combine their strengths, resources, and expertise to create innovative solutions that empower African youth to reach their full potential, are vital for effecting meaningful change.

One powerful example of this, is the partnership between Paramount Africa and the MTV Staying Alive Foundation (SAF). Together, we launched the MTV Shuga campaign in 2009, which uses taboo-defying edutainment on television and various digital platforms including social media to raise awareness about HIV/AIDS and sexual health among African youth.

Through this partnership, we have been able to reach millions of young people across the continent and equip them with vital information and resources they need to stay healthy and safe. Fusing data-driven insights with pop culture has proven to be a winning formula for SAF in its mission to drive social change among youth.

As an NGO, SAF, however could not produce this life-saving content without funding from its partners that are dedicated to fostering health awareness amongst African youth.  Unitaid has had long-standing support of MTV Shuga as part of its broader commitment to ensure young people across Africa are informed about their health and are aware of the options available to them. Backing also comes from the Anglo American Foundation, with its commitment to sustainable development comprising of health and well-being, education, and overall livelihoods of communities.

This year, as we prepare for the third season of the multi-award-winning drama series MTV Shuga Down South, the talented cast of the show, who are youth – some acting on television for the very first time after making it through an open call to the public earlier this year, will be treated like Hollywood stars because of a special partnership with L'Oréal, Mizani and Afro-Futuristic Pan-African Luxury brand Imprint, to provide red-carpet looks for the cast members.

Partnerships can extend beyond public health to various sectors and can be effective in many different areas. They can also play a crucial role in promoting entrepreneurship and economic development, helping to create the conditions necessary for young people to start and grow their own businesses. This, in turn, can lead to job creation, increased economic growth, and greater prosperities for communities and countries.

South African film and television production company Burnt Onion Productions established in 2008 by storytelling sibling trio Katlego, Tshepo and Rethabile Ramaphakela is an example of a small, medium, and micro enterprise (SMME), that has created exceptional short form and long form content for various local and international broadcasters, including NETFLIX, SABC, eTV, Multichoice, and Paramount channels BET, MTV Base, and Comedy Central. Paramount Africa’s partnership with such SMMEs, is an example of how partnerships can be mutually beneficial and add excellent value to our economy, creating jobs for cast and crew, including this year’s sixteen interns in the industry who formed part of the latest season of MTV Shuga Down South.
Rethabile Ramaphakela, is Executive Producer, supported by Head Writer Makgano Mamabolo, Head Director Athi Petela and Director of Photography Gaopie Kabe, making up an all-black-female team tasked with bringing this phenomenal season to life. The fusion of young creatives has resulted in the production of yet another impactful season, and a feat for all the talent and organisations involved in the collaboration.

As leaders in the African business and non-profit sectors, we have a responsibility to explore the many opportunities that are offered by partnerships, to create a brighter future for Africa's youth and for the continent.

Of course, partnerships are not always easy to create or maintain. They need trust, communication, and a shared vision for the future. However, when done right, partnerships can be a powerful force for good in the African youth space, helping to unlock the potential of millions of young people and driving lasting change – something we at Paramount Africa are committed to doing.

Moreover, we continuously source fresh and new talent for our own talent-growth programme Culture Squad, that has contributed to the careers of young people such as Uncle Vinny, Shamiso Mosaka, Nomalanga Shozi, Tshego Koke, Lerai Rakoditsoe and Farieda ‘Pharoahfi’ Metsileng. Joining the diverse and dynamic mix this year is Candice Modiselle who will be part of the BET Culture Squad family, Teboho Caddy Tsotetsi for MTV Base and Craig Nobela for Nickelodeon. Being part of the Culture Squad not only gives members the opportunity to host programmes on our channels, it also affords them the opportunity to host Paramount Africa events such as show launches, interview and interact with leading industry players such as actors, directors and crew members, they also have an opportunity to travel around the country, and as in the case of Rakoditsoe, even host the red carpet for an international event (the Nickelodeon Awards) earlier this year in Los Angeles. This contributes greatly to increasing their professional opportunities, creating an expanded network, skills development, personal growth, and positioning them as attractive candidates for international opportunities.

By nurturing and developing talent, we can make a significant difference in shaping Africa's future trajectory and ensuring a thriving environment for its youth. And by embracing partnerships and investing in the potential of Africa's youth, we can create a more prosperous and inclusive future for the continent. It is through these collaborative efforts and shared visions that we can drive sustainable change and empower the next generation of African leaders and innovators.