EmpowaYouth Week 2026 (20-24 April) in the Vaal stood as a powerful convergence of vision, creativity, and youth-driven ambition, an experience that went beyond a typical event to capture the pulse of a generation ready to shape the future. As the Her the Company team, we had the privilege of being present as active participants in a space where ideas and opportunities met with purpose.
The turnout alone spoke volumes. Thousands of young people arrived energised, curious, and ready to engage. There was a clear hunger in the room, not just to listen, but to understand, connect, and find meaningful pathways into the creative and digital economies.
What made the day particularly impactful was the calibre and diversity of voices present. Industry leaders across various sectors of the creative economy shared insights that were both practical and inspiring. As Nosipho Maketo van den Bragt, CEO of Chocolate Tribe and AVI Jozi, emphasised, “Young people need to play into their strength.” This message resonated deeply throughout the day, reinforcing the importance of self-awareness and intentional growth within the creative space.
The discussions around music and publishing further highlighted the expanding landscape of opportunity. Tumi Mogapi, Head of Publishing at the Music Publishers Association, underscored the accessibility of today’s industry, noting that “we have more platforms now, it is easy to access African music.” She encouraged young creatives to take advantage of this moment, stressing the value of industry alignment: “It is important to be close to associations like ourselves, attend workshops from SAMRO and CAPASSO, as they educate creatives on what music publishing and composition truly are.”
These insights painted a clear picture: creativity is no longer a side pursuit, it is a viable economy, a career path, and a powerful vehicle for transformation. The emphasis on knowledge, networks, and industry structures highlighted that success in this space requires more than talent, it requires strategy and access to the right information.
What stood out most, however, was the engagement of the youth themselves. There was a tangible sense of attentiveness and curiosity in the room. Many were not just inspired, but affirmed in their aspirations. As one attendee, Zana, a Journalism, film and production graduate, shared: “The event was impactful and very educational. For someone like me who has an interest in film, we need more exposure because we do have ideas, they just need to be sharpened.”
This sentiment captured the essence of the day: young people are not lacking ideas, they are seeking platforms, guidance, and opportunities to refine and express them.
So, as we reflect this Friday, it becomes evident that initiatives like EmpowaYouth Week are not just events, they are catalysts. They create room for dreaming, for networking, and for redefining what is possible. They remind us that when young people are equipped with knowledge and supported by industry voices, they are more than capable of shaping the future of the creative economy.
Because when young people are given access, guidance, and platforms to express their creativity, they transform the space entirely.
Until the next reflection.
Keep creating. Keep believing. Keep showing up.
