In vibrant Kigali, Rwanda, a convergence of creativity, innovation, and opportunity is set to take place. Masharket, the Kigali International Content Market, returns for its second edition from November 7th to 9th, 2024, alongside the 10-year-old Mashariki African Film Festival (MAFF). Building on the success of its inaugural event, Masharket 2024 looks to further establish Rwanda as a burgeoning hub for the African film, television, and other screen content ecosystems.
Masharket is the vision of Tresor Senga, CEO, and Founder, who sees the market as a catalyst for elevating the creative sectors in Rwanda and beyond. “Our main goal for the Kigali International Content Market (Masharket) 2024 is to increase our reach, impact, and monetization opportunities for our delegates, particularly from Africa,” says Senga in an interview with Akoroko.
The event is strategically designed to encourage the creation, distribution, and monetization of content. By partnering with production companies, distributors, and streaming platforms, Masharket provides an encompassing environment for creators and consumers.
Distinctive Positioning
Unlike other African content markets, Masharket focuses specifically on the Greater Eastern Africa and Great Lakes regions. “While many markets have a pan-African or West African focus, Masharket stands out by shining a spotlight on the rich and often underrepresented stories and talents of East Africa,” Senga notes. This emphasis allows for a dedicated platform that foregrounds stories, talents, and voices often underrepresented on the global stage.
Moreover, Masharket’s integration with the Mashariki African Film Festival creates a unique synergy between artistic appreciation and business networking. For instance, participants can engage in festival screenings while exploring opportunities for collaboration and distribution.
“Kigali, as the host city, is positioning itself as a growing media and innovation hub in East Africa,” Senga notes. “With Rwanda’s strategic focus on technology and innovation, Masharket leverages this positioning to attract international attention and investments.”
New Features and Strategic Partnerships for 2024
Masharket 2024 introduces several new features and partnerships to increase its impact. These include an expanded exhibition space accommodating more exhibitors for greater visibility and networking opportunities.
International collaborations with content markets and festivals like The Afrikan Film Festival in Belgium and the Maine Film Festival in the USA facilitate cross-border networking and provide insights into global trends.
The event also features dedicated content pitching sessions where creators can present their projects to industry experts and potential investors, for valuable feedback and funding opportunities. As Senga explains. “It’s all part of our mission to nurture the next generation of African storytellers and help them navigate the complex landscape of the global entertainment industry.”
Newly established networking lounges encourage informal interactions and more among attendees.
Additionally, a special segment dedicated to independent films offers lesser-known creators a platform to present their work to new audiences.
A goal is to increasingly offer practical workshops and training sessions, provide platforms for filmmakers to showcase their work to investors and distributors, grant access to essential resources like equipment and funding, and promote constructive feedback from experienced professionals.
Addressing Challenges and Expanding Reach
One key area the Masharket team has focused on is confronting feedback from attendees of the inaugural event.
Attracting both local and international participants means distinct challenges. For local creators, issues of awareness, perceived value, and affordability are being addressed through improved marketing efforts, informational sessions, and subsidized participation fees.
“Many local creators may not be aware of the market or its benefits,” Senga acknowledges. “We’re enhancing our marketing efforts through local media, partnerships with community organizations, and targeted social media campaigns.”
Internationally, Masharket competes with other global markets and faces logistical barriers. Senga notes that in the past, some participants shared concerns that the event’s timing conflicted with other major global markets.
To address these headline issues, the Masharket team has taken several steps. First, they have amplified the success stories and value generated from the inaugural edition, which he says has already positively influenced delegate sign-ups for the 2024 event.
Additionally, the organizers have made a concerted effort to announce the 2024 dates further in advance, enabling attendees to better plan their travel and align their schedules accordingly.
Senga explains, “Advance notice of the event dates is crucial, as it allows our delegates to budget for travel expenses and ensure Masharket fits into their organizational calendars. We’ve learned from past feedback and are determined to provide ample time for people to prepare for and engage with the 2024 edition.”
By incorporating feedback, and focusing on its unique offerings, and providing virtual participation options, the event hopes to draw a larger and more diverse international audience, for a more seamless and valuable experience for all participants in the 2024 edition.
“In today’s rapidly evolving media landscape, it’s crucial that we utilize technology to bridge geographical divides and ensure that Masharket remains accessible and relevant to a global audience,” Senga explains.
Success Stories
The impact of Masharket, after just a year, is evidenced by success stories like that of filmmakers who secured distribution deals with Media Pros Africa, an aggregator for Netflix.
Collaborations launched at the event, like the partnership between Kenyan filmmaker Emmanuel Amimo and Ugandan producer Samuel Kizito Savior, speak to the market’s rising role in bridging gaps within Africa’s fragmented screen environments.
A Five-Year Vision for Growth and Relevance
As Masharket enters its second year, its ambitious five-year plan includes establishing the event as a premier international content market, a hub for profitable film business, and a catalyst for capacity-building and government support.
“Our ultimate goal is to position Masharket and the Mashariki African Film Festival as beacons of creativity, innovation, and cultural exchange,” Senga says. “By empowering local talent, fostering global partnerships, and amplifying the diverse narratives of Africa, we believe we can redefine the landscape of the continent’s film and entertainment industries.”
The Masharket content market is hosted under the auspices of the established Mashariki African Film Festival.
Beyond its cultural influence, the festival has also had an economic impact on Rwanda, attracting thousands of visitors and generating revenue for local businesses, while creating opportunities for local filmmakers.
By integrating the content market with the Film Festival, the event organizers are able to leverage the latter’s reputation and the broad audience it attracts, positioning Masharket as a marketplace that sits at the intersection of artistic expression and commercial opportunity in Africa’s film and entertainment sectors.
As Senga articulates, “Now is the time for the strategic country and the city of Kigali to take the lead and become the sought-after destination where people want to connect and discover new talent.”
With its evolving comprehensive approach and forward-thinking strategies, Masharket should increasingly make an impact on the global content market landscape, by professionalizing and platforming African narratives in both the creative and business spheres.
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