LocationsFrom Scrolls to Livelihoods: Malawi’s Young Creators Look to Turn Content into Opportunity
June 8, 2026
Minister of ICT, Dr. Shadric Namalomba takes a tour of the innovations at the UniPod in Blantyre.
In a space built for collaboration and innovation at the Malawi University of Business and Applied Sciences (MUBAS) in Blantyre, the conversation moved beyond likes, shares and followers. It became a conversation about livelihoods.
For many young Malawians, content creation is no longer a pastime. It is comedy, fashion, music, storytelling, product marketing, digital influence and cultural expression. It is also, increasingly, a possible route to income, enterprise and global visibility.
That possibility was at the centre of the UniPod Innovation Talk Series, held at the University Innovation Pod (UniPod) Malawi, under the theme “Unlocking Content Monetization in Malawi’s Creative Economy.” The dialogue brought together young creatives, students, innovators, entrepreneurs, policymakers, academia, industry players and development partners to explore how Malawi can better support creators to turn talent into sustainable enterprise.
The event also featured a fireside discussion with Dr. Chika Charles Aniekwe, UNDP Deputy Resident Representative and Taurai Mache Yvonne, a prominent Malawian digital skit comedian.
At the heart of the dialogue was a simple but powerful idea: Malawi’s creative economy can only grow if local talent is first valued at home.
The event also featured a fireside discussion with UNDP Deputy Resident Representative Dr. Chika Charles Aniekwe and Taurai Mache Yvonne, one of Malawi’s leading digital skit comedian, who shared her experiences, lessons and success story in the creative industry. Her presence reflected the growing influence of digital creators in challenging gender roles, shaping culture, markets and public conversation in Malawi.
Across the country, young people are using platforms such as Facebook, TikTok, Instagram and YouTube to share music, comedy, fashion, lifestyle content and culture. What once lived only in studios, theatres, or traditional media spaces is now being produced on phones, edited on laptops, uploaded from homes, campuses and creative hubs, and consumed by audiences far beyond Malawi’s borders.
But the promise is not yet fully matched by opportunity. Many creators still face barriers that limit their ability to earn consistently from their work, including limited digital and entrepreneurial skills, weak monetisation pathways, inadequate infrastructure, difficult payment systems, limited market access and gaps in intellectual property protection.
For the young people gathered at UniPod, these challenges were not abstract policy issues. They spoke directly to the daily reality of trying to build a career in an economy where creativity is visible, but not always valued; where audiences are growing, but income remains uncertain; and where talent often moves faster than the systems designed to support it.
MUBAS Vice-Chancellor Associate Professor Nancy Chitera.
"We are also creating spaces where academia and industry can work together to address real national challenges."Malawi University of Business and Applied Sciences (MUBAS) Vice-Chancellor Associate Professor Nancy Chitera.
In her remarks, MUBAS Vice-Chancellor Associate Professor Nancy Chitera hailed the Government’s commitment to youth empowerment, digital transformation, entrepreneurship and innovation. She said the university remains committed to supporting national development through the provision of quality and relevant education that equips graduates with the skills required in a rapidly changing economy.
“As a university, we are intentionally positioning ourselves as a hub for innovation, entrepreneurship, digital transformation, and practical skills development. We recognize that future-ready graduates must possess not only academic knowledge but also entrepreneurial mindsets, digital competencies, creativity, adaptability, and problem-solving capabilities,” said Chitera.
She added that through the UniPod initiative, MUBAS is supporting young innovators and entrepreneurs through incubation programmes, mentorship, industry engagement, practical skills development and exposure to emerging opportunities within the digital economy.
“We are also creating spaces where academia and industry can work together to address real national challenges through innovation and technology,” she said.
Minister of Information and Communications Technology, Dr. Shadric Namalomba.
"Young people are already creating content, influencing markets, building brands and generating income from their talent and innovation."Minister of Information and Communications Technology, Hon. Dr. Shadric Namalomba.
Speaking at the event, the Minister of Information and Communications Technology, Hon. Dr. Shadric Namalomba, said Malawi cannot afford to remain behind as the global creator economy continues to expand.
“Young people are already creating content, influencing markets, building brands and generating income from their talent and innovation,” he noted adding that the creative economy should be seen not merely as entertainment, but as a serious economic sector with potential to contribute to growth, exports and job creation.
The Minister also highlighted ongoing engagements involving the Government, Malawi Communications Regulatory Authority (MACRA) and global digital platforms such as Meta and TikTok aimed at creating pathways for local content monetisation, an issue directly linked to the future of youth employment and the sustainability of Malawi’s creative sector.
Director of Arts in the Ministry of Youth, Sports and Culture, Mr. Humphrey Mpondaminga, described creativity as a national asset and urged young creators to treat their talent as serious business. His message to creators was direct: protect intellectual property, build disciplined brands, continue learning, collaborate and use digital platforms to share Malawi’s culture and values with the world.
UNDP Deputy Resident Representative Dr. Chika Charles Aniekwe reaffirmed UNDP’s commitment to supporting innovation and creativity among Malawian youth, whom he described as the backbone of the country’s economy.
He urged Malawians to support local creative content, noting that the creative industry has significant potential to contribute to national economic growth.
At the heart of the dialogue was a simple but powerful idea: Malawi’s creative economy can only grow if local talent is first valued at home.
Minister of ICT, Dr. Shadric Namalomba (seated centre), joins the UNDP Deputy Resident Representative, university leaders, and young innovators at the UniPod.
Malawian content and products have immense value. But for the world to appreciate them, Malawians must first believe in, consume and champion them. Local pride is a powerful pathway to global visibility.
For UNDP Malawi, the conversation fits within a broader commitment to youth innovation, digital transformation and inclusive economic growth. Through UniPod Malawi, young people are gaining access to a space where ideas can be tested, skills can be built, collaborations can be formed, and innovation can move closer to the market.
The Principal Secretary for e-Government, Mr. Prosper Mopiwa, underscored the role of innovation hubs in strengthening prototype and skills development, noting that what is developed in labs must ultimately reach Malawians outside the lab.
That is the promise of UniPod: not innovation for display, but innovation for use; not talent admired from a distance, but talent connected to markets, skills, financing and real opportunity.
As Malawi pursues the aspirations of Malawi 2063, the creative economy offers a new frontier for youth employment and enterprise. It is a space where culture meets technology, where local stories can reach global audiences, and where a young person with an idea, a phone and the right support system can begin to build a livelihood.
The discussions at UniPod did not present content monetisation as a quick fix. Instead, they framed it as an ecosystem challenge requiring continued dialogue and collaboration among Government, regulators, development partners, academia, private sector actors, digital platforms and creators themselves.
For the young creatives in the room, the message was clear: their voices matter, their content has value, and their creativity can become enterprise.
And for Malawi, the challenge is equally clear: to build the systems that allow talent not only to be seen, but to earn, grow and compete. Because in the digital economy, the next major Malawian export may not only be a product. It may be a story, a sound, a brand, a performance, a platform or a creator who began with a phone and found a pathway to the world.