Reflections from the 2025 Global Creative Summit in Joburg

On the first day, I served as an usher and speaker-arrival coordinator, assisting with guest reception, vendor setups and general event flow. The role required a level of patience and composure distinct from my usual behind-the-scenes work. Managing registrations, guiding arrivals and handling the occasional guest who insisted they were “on the list” offered a new appreciation of front-of-house duties.

The evening programme, hosted by Penny Lebyane, featured a welcome address by founder Sinamandla Kwepile and a keynote by Farees Khalemah on the Orange Economy. Although stationed at the entrance, I felt the enthusiasm of attendees filtering through the venue. The Jaziel Brothers’ closing performance was widely described as nostalgic and uplifting.

Artist logistics, ranging from sound checks to seating adjustments, added to the day’s pace. I valued the support of department heads Thadeka Smith, Thato Molifi, Amanda Mabaso and Inga Mekute, whose guidance ensured smooth coordination. Special thanks are due to Lebohang Masenkane for reliable remote administrative support.

Day two shifted into a full conference format. This time attending as a guest, I followed panel discussions across music, fashion, visual arts, film and broadcasting, gaming, animation and literature. The SAE Institute staging crew worked efficiently between sessions. A notable moment came during the cultural diplomacy panel with Yvonne Chaka Chaka, who spoke about pursuing an Honours degree in artificial intelligence, a reminder of the importance of lifelong learning and reinvention.

The film and broadcasting panel, led by Moja Love’s head of channel, Livhuwani Dagada, offered valuable perspective on industry developments. Panellist Osikoya Damilola highlighted the enduring influence of the creative sector, noting that political actors often turn to the arts when seeking societal impact.

The fashion discussion explored textile production and market access. Sammy Mhaule, founder of THE KICKS BRAND, remarked that “fashion is more than what you wear; it’s why you wear it,” a sentiment that resonated with many attendees. Further insights from Alinah Missouri contributed to a thoughtful exchange. Another compelling point arose when Stephenie emphasised the need for more deliberate government support for the arts, sparking continued conversation in the networking lounge. There, Bumai Thesie and I agreed on the importance of intentional storytelling in African film to revive a stronger cinema-going culture.

The summit underscored that every role, front-facing or behind the scenes, plays a meaningful part in bringing creative events to life. Sometimes, welcoming guests at the door can be as impactful as shaping the programme itself.