Giving a twist to the African story

If we reject identities imposed on us, we can begin to shake off the oppressive yoke of our history

GOOGLE “Africa”, and you’ll get search results about HIV/Aids, malnutrition, political unrest, poverty – and wildlife, of course. Western notions paint the whole continent with the same brush, and it almost always comes out in similar, either downtrodden or exotic, hues.

One of the continent’s greatest tragedies is the lack of archived material. All our stories are folklore, and all those told about us are from the perspective of colonisers out to exploit us or crusaders on a mission to save us.

Even after liberation, the narrative has continued to be told from their perspective. But that’s changing. African creatives are beginning to tell their own stories. We are beginning to refuse to sit back and let the narrative be told by the powers that be, whoever they are or wherever they may be.

As we craft the stories ourselves, about ourselves and from our perspectives, we are beginning to debunk preconceived ideas and stereotypes. Because there’s a different story to tell, one of an emboldened, creative and prosperous people who hold their destiny in their own hands.

The real question, though, is who tells it. Who tells a story determines what people know. It also has a bearing on what people think, because if a story lacks authenticity, people will know. Which is why, if you want your story to be known, you should really tell it yourself.

But how a person tells a story also depends on how they see the world, and how they see the world shapes the kind of story they tell.

If we, as Africans, remain passive in the stories told about us, we’ll continue to believe the narrative we’re sold. That narrative serves Western ideas, which are directly descended from colonial ideas, and work to keep us disempowered as a people.

We’ve been lulled into believing that if we are patient, we will be rewarded by unnamed white saviours who will rescue us from the mire they, and we, imagine we’re in. But we are not helpless or hapless, a uniform mass, smiling meekly, with palms upturned and an expectant gleam in our eyes. We are not a mutinous mob ready to watch the world burn.

If we dig deep, if we reject the identities imposed on us and look at ourselves honestly and openly, we can begin to shake off the oppressive yoke of our history and see ourselves for what we truly are – a beautiful, vibrant people, tinged with all the colours, smells and sounds of ekasi, who are crafting an indelible mark to leave on the world. We are beginning to tell those stories, our stories, and create new ones.

In my position as chairman of the Loeries, I look to showcase the very best of African creativity. The organisation has become overtly African, recognising that even just a few years ago, it wasn’t. It has identified the immense need for Africa to express itself creatively to the world, and is rewarding those who tell their stories authentically and creatively. I’ve noticed a seismic shift in my time at the helm.

But creativity is, of course, easier to speak about in the abstract than it is to access. To be creative, we need an environment that allows it, that gives us the time and space we need to reflect, and represent ourselves and our culture authentically and surprisingly through our craft.

That environment is elusive for many, but we have to look for ways to get our voices out there, to showcase our unique experiences instead of our experience mediated through an indistinct global culture.

We’re slowly beginning to grab that space. I left Ogilvy & Mather as co-executive creative director last year to join the collective “I See a Different You” because they were doing exactly that – showing the world the potential of unapologetic African creativity with a positive slant.

At “I See a Different You” , we do what we want in the belief that we’ll create good content and business will naturally follow. We won’t work with just anybody – we’ll only do the work we think will satisfy us, and that we’ll be proud of.

That approach is working, and others are following suit, show- casing themselves and their experiences through writing, film, art, photography and music.

Even though African creatives might still be struggling to find our own voice, broadcasting has been democratised, and having the internet means we no longer have to rely on centralised power for our stories to be heard. And we’re becoming more adept at telling them our own way.

Africa’s creative landscape is shifting, and it’s our responsibility to make sure that it moves towards an authentic expression of the intricacies of our lives as we live them, not as others imagine we do.

Let us see the beauty in our hometowns, feel their dynamism, revel in their vibrancy. Once we begin to do that, once we believe that narrative ourselves, our stories will start to flow.

And they will be gripping, and beautiful.

● Mashigo is chairman of the Loeries. The annual Loeries Creative Week takes place in Durban from August 15 to 21, with the awards ceremonies on August 20 and 21. Entries close on May 31.

For more information about the entry criteria, the categories and judging procedures, visit www.loeries.com

Neo Mashigo is chairman of the Loeries.