FAMReports | Business & Innovation | October 2025
Next Media Services has launched an ambitious national initiative dubbed Next Creata, designed to empower over 1.5 million Ugandan content creators through skills development, innovation, and access to structured business opportunities within the creative economy.
The launch, held in Kampala, brought together top industry leaders, policymakers, and creatives, marking what many described as a new chapter for Uganda’s digital content space.
Transforming Uganda’s Creative Landscape
According to Kin Kariisa, the Group Chief Executive Officer of Next Media, Next Creata is a platform that seeks to add value to African creativity, bridge gaps in digital monetization, and provide creators with the tools and training they need to thrive.
“The fifth-largest economy in the world is California. It is bigger than the UK, bigger than India, and bigger than Africa combined — all because of entertainment and technology. That is what we are creating today,” said Kariisa.
He emphasized that the creative industry holds enormous potential to drive Uganda’s economic growth if properly structured. Through Next Creata, creators will access affordable production facilities, predictable content distribution, timely payouts, and standardized operational systems — four key pillars that have long hindered the industry’s progress.
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“Creatives lacked four things — affordable facilities, predictable distribution, timely payouts, and standardisation. With Next Creata, all this is solved,” Kariisa stated.
A Call for Meaningful and Ethical Content
While officiating at the event, Rt. Hon. Thomas Tayebwa, the Deputy Speaker of the Parliament of Uganda, lauded Next Media for its vision and leadership in advancing Uganda’s creative economy.
“I want to congratulate Kin Kariisa and Next Media Services for always being leaders, for looking ahead of others, and for giving people an opportunity,” Tayebwa remarked.
He also urged Ugandan content creators to focus on producing valuable, educative, and morally upright content, noting that digital platforms have a lasting impact on audiences.
“The internet can never forget. The content you create defines you. Endeavor to do content that educates and uplifts, not that which degrades morals,” he advised.
Tayebwa further revealed that Parliament is reviewing the Copyright and Neighbouring Rights Act 2025, a bill aimed at addressing gaps in the existing legal framework to ensure stronger protection of intellectual property in the digital age.
He also hinted at upcoming reforms to consumer protection laws and digital taxes, acknowledging that some taxes imposed on imported production equipment hinder local creators’ growth.
Learning from the Pandemic: Turning Crisis into Opportunity
The COVID-19 pandemic between 2019 and 2021 left a trail of economic disruption and widespread unemployment. However, it also revealed the resilience and adaptability of Uganda’s creative sector.
As physical concerts and events shut down, artists, entertainers, and other creatives collaborated with Next Media’s platforms, including NBS Television and Sanyuka TV, to produce E-concerts that brought entertainment directly to viewers’ homes.
This digital shift laid the groundwork for Next Creata, which seeks to formalize the ecosystem and ensure that creative efforts translate into sustainable livelihoods.
The launch attracted several industry partners who underscored the importance of strategic collaboration in building a viable creative economy.
Dr. Patricia Ojangole, Managing Director of the Uganda Development Bank (UDB), described the initiative as a turning point in Uganda’s digital and creative story.
“With well-structured business models, the creative industry is commercially viable,” she said, adding that Next Creata will open up financial opportunities for young innovators and job seekers.
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Similarly, Julianne Mweheire, Director of Economic Regulation, Content, and Consumer Affairs at the Uganda Communications Commission (UCC), noted that the platform would help bridge gaps in informality and gender inequality among content creators.
Kevin Keija, CEO of Afro Mobile, welcomed the partnership, saying that Next Creata would provide a unified digital ecosystem for creators to monetize content and connect with global audiences.
“This collaboration bridges the gap between talent and opportunity, giving creators a better platform to earn and grow,” Keija explained.
Empowering Africa’s Digital Future
At its core, Next Creata represents more than just a business venture — it embodies a vision for Africa’s digital transformation. Kariisa believes the continent has the talent and innovation necessary to compete globally, but requires structured platforms to unlock that potential.
“Africans are creative, but we haven’t had the opportunity to create for the world,” he said.
Industry analysts agree that the initiative aligns with the global growth of the digital content creation market, which is projected to rise from USD 32.28 billion in 2024 to USD 69.80 billion by 2030.
As Uganda positions itself within this rapidly expanding sector, Next Creata could emerge as a regional model for content monetization, digital literacy, and creative entrepreneurship.
With government support, private sector investment, and a new generation of ambitious creators, Uganda’s creative economy is poised for unprecedented growth.
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