The creative industry in South Africa is a diverse sector that plays an integral role in contributing and further preserving the country’s cultural identity. According to the South African Cultural Observatory’s 2017 report, over one million (translating to 6.72%) of all jobs in the country are attributed to the cultural economy. Furthermore, it is no secret that the industry has a complex economic environment because it requires demand for creative and cultural outputs which should be in line with what audiences are able to afford and access alongside why the content matters to them. Nonetheless, the sector continues to be an important beacon of several identities in South Africa and in this conversation, we want to get into how we can positively reimagine South Africa’s creative industry. Founding Member of the Creative Congress Movement Tshepo Mashiane joins Morio Sanyane for the conversation.