MTC’s effort to recognize content creators through the recently launched Content Awards is a positive initiative, but the current requirements risk limiting the real impact on Namibian creators. By allowing entries from platforms like Facebook, TikTok, and Instagram, platforms that do not pay Namibian creators, the awards end up benefiting these global companies more than the people they are meant to support.
MTC has committed more than N$4 million to the initiative over three years. While this investment is significant, if it is tied to non-paying social media platforms, it will not bring long-term benefits. Instead, it reinforces dependence on platforms that prioritize their own global business models while giving nothing back to Namibian creators.
A better approach would be to adjust the qualification requirements to include only platforms and industries that enable creators to monetize their content such as YouTube, blogging, music, film, and other locally valued creative platforms such as talent shows. These spaces reward creators directly and can genuinely transform lives.
Globally, countries have already recognized the risks of giving foreign-owned platforms unchecked influence. The United States has demanded local ownership in TikTok to protect its interests, while Nigeria has challenged Facebook’s operations. Namibia should take a similar approach by ensuring that its investments empower local talent instead of enriching platforms that fail to support them.
Most countries where creators are paid by these platforms also have local systems in place to compensate and support creative work. Therefore, payment is the only way to keep creators active on these platforms. For example, you cannot expect bloggers to remain committed to a platform that does not reward them for their work. If MTC takes on that responsibility, it means the platforms have nothing to lose, while our creators remain at a disadvantage.
One Namibian teacher recently achieved over 100 million views on TikTok with an educational video. Despite the global impact of her content, she earned nothing because TikTok does not compensate Namibian creators. In another country, such success could have transformed her life.
If MTC truly wants to uplift local talent, the Content Awards should be designed to push creators toward platforms and industries that pay them for their hard work. Excluding non-paying platforms from the requirements would not only protect the investment but also help build a stronger, more sustainable future for Namibia’s creative economy.
