Rethinking 'Creatives': A call for broader recognition of the creative sector

The word “creatives” has become a buzzword – used in campaigns, conversations and even policy documents. But do we really understand what it means? More importantly, are we acknowledging the full breadth of the creative sector, or just spotlighting a select few?All too often, “creatives” has become shorthand for musicians. While music is a powerful part of the creative industry, it represents only one piece of a much larger puzzle. The creative sector includes visual artists, designers, photographers, fashion entrepreneurs, filmmakers, dancers, writers, and digital content creators, among others. Each plays a vital role in shaping culture, driving innovation, and enriching society.Yet, many of these disciplines remain underfunded, unsupported and under-recognised. The overemphasis on music has left other creatives navigating a system that often doesn’t see or value them. This imbalance limits the potential of the broader creative economy.It’s time to change the narrative. We must start recognising the diversity and depth within the creative space. A playwright’s contribution is just as vital as that of a singer. A fashion designer’s impact can be as far-reaching as a music producer’s. Creativity lives in many forms – and all of them matter.Full spectrum of talentBeyond individual talent, the creative industries drive tourism, preserve heritage, create employment and strengthen national identity. By limiting our view of what or who a creative person is, we miss out on the full social and economic value of the sector.If we truly want to nurture a thriving creative economy, we must broaden our understanding, funding and celebration of all creative disciplines. This includes creating platforms, policies and partnerships that are inclusive and representative of the entire ecosystem.Let’s stop using “creatives” as a catch-all term and start treating it as a call to action – to see, support and elevate the full spectrum of talent that shapes our culture.*Alvaro Mukoroli is a seasoned PR and brand strategist with experience working with both local and international brands across various industries.

Rethinking 'Creatives': A call for broader recognition of the creative sector

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Namibian Sun 2026-02-03

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Rethinking 'Creatives': A call for broader recognition of the creative sector

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Namibian Sun 2026-02-03

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