Q & A URBAN BREW STUDIOS
What do you look for when assessing whether a concept has the potential to become a strong, long-running production?
I start with the strength, clarity and authenticity of the idea itself. If the story or format is not authentic, culturally relevant or emotionally engaging, it will struggle to sustain momentum over time.
I also look closely at longevity and scalability – whether the concept can evolve across multiple seasons, formats, or platforms without losing its essence. This is where the role of writers and creative producers becomes critical. The most enduring productions, like Khumbul’ ekhaya, are those that don’ t just entertain, but challenge how audiences think and see the world. mentors, we ensure that skills transfer is meaningful, relevant, and aligned with the evolving demands of the sector.
Where do you see the biggest opportunities for growth within the company and the industry over the next few years?
The biggest opportunities – both for Urban Brew and the industry – will be driven by the accelerating demand for authentic local content that can resonate across generations, from Gen Z and Gen Alpha to older audiences. As viewing habits continue to fragment, the ability to create stories with broad cultural relevance that can travel across age groups and platforms will be a critical differentiator. Regardless of format, content remains the primary driver of audience engagement and value.
From a commercial perspective, the concept must be viable, with a realistic production model, clear monetisation pathways, and alignment with broadcaster or platform objectives. Equally important is the creative team: shared values, discipline, and a collaborative mindset are essential. When authenticity, insight-led storytelling, creative excellence, and commercial sustainability align, a concept has the foundations to grow into a durable, impactful, and long-running production.
Does the production company invest in skills development for the next generation?
Absolutely. It’ s a core pillar of how we think about sustainability and long-term impact at Urban Brew Studios. We collaborate closely with key industry partners such as MICT SETA, Revolution Media Academy, NFVF, and MultiChoice Talent Factory to nurture the next generation of film and television talent. Through these partnerships, we create structured pathways into the industry that combine training, mentorship, and real production exposure.
In addition, we actively support large-scale skills programmes aimed at widening access. To date, we have trained over 500 young people, equipping them with practical film and television skills to enter the industry. We continue to work closely with MICT SETA to expand these initiatives and reach future talent across diverse communities.
For the company, this creates an opportunity to scale original IP that is flexible by design and adaptable across multiple platforms. As audiences increasingly migrate to digital environments, brands are following, drawn by the availability of data that enables faster and more accurate measurement of ROI than traditional linear platforms. This shift favours producers who can deliver platform-appropriate, data-informed, and commercially viable content, reinforcing our focus on integrated production models that serve both digital and linear markets efficiently.
At an industry level, growth will be shaped by how agile content creators are in responding to commissioning demands, securing funding, and delivering high-quality content at speed, particularly in a climate where local broadcasters face ongoing financial pressure.
Finally, a significant opportunity lies in creating a more enabling industry environment. Government support, through stable and attractive film and television incentives and investment-friendly policies, can unlock both local and foreign investment. Such an ecosystem would strengthen the broader industry, create jobs, and ensure the long-term sustainability of African storytelling in a competitive global marketplace. ■
Our formal internship programmes are well regarded within the industry as talent-building platforms that produce industryready leaders. By embedding young professionals in live production environments and pairing them with experienced
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