Minister of Information, Communication and Technology, Honourable Shadrick Namalomba, made the call on 29 May, 2026, during the fourth session of the University Innovation Pod (UniPod) Talk Series held at Malawi University of Business and Applied Sciences (MUBAS) in Blantyre.

Namalomba described the creative industry as a critical pillar of Malawi’s socio-economic development and urged stakeholders to regard the sector as more than a source of entertainment.

“The creative industry is a key enabler of economic growth, with immense potential to contribute to national development through innovation, exports, and job creation,” he said.

The minister emphasized that unlocking the sector’s full potential requires coordinated efforts from all stakeholders.

“The digital economy thrives where there is collaboration. Government alone cannot unlock this potential. We require strong partnerships among policymakers, regulators, development partners, educational institutions, private sector players, and the creative community itself,” said Namalomba.

He disclosed that government is engaging global technology companies such as Meta and TikTok to ensure local content creators benefit financially from their talent and creativity.

“Our young people are talented, innovative, and highly creative. Across the country, we are witnessing the emergence of content creators, influencers, comedians, digital entrepreneurs, musicians, and innovators who are using technology to reach audiences locally and internationally. However, despite this growing potential, many creatives are still unable to fully monetize their content,” he said.

Namalomba also commended MUBAS for championing innovation and industrialization, saying the university has demonstrated a strong commitment to supporting the government’s economic development agenda.

During his visit, the minister toured the MUBAS Agricultural Mechanization Unit at Wenela, describing it as an important initiative for addressing challenges in Malawi’s agricultural sector. He further encouraged the university to explore innovations in other areas of the economy, including maritime transport on Lake Malawi, to help ease transportation challenges.

In her remarks, MUBAS Vice-Chancellor Associate Professor Nancy Chitera praised 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 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.

Meanwhile, United Nations Development Programme (UNDP) Deputy Resident Representative Dr. Chika Charles Aniekwe reaffirmed the organization’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.

Held under the theme “Unlocking Content Monetization in Malawi’s Creative Economy,” the Innovation Talk Series also featured a fireside discussion with Taurai Mache Yvonne, one of Malawi’s leading digital content creators, who shared her experiences and success story in the creative industry.