KZN MEC Champions Artist Rights, Culture Trade at G20 Culture Meet

As the world embraces the accelerating wave of digital transformation and artificial intelligence (AI), South Africa is placing its creative and cultural sectors at the centre of global conversations on sustainable development. Addressing the Fourth G20 Culture Working Group (CWG) Meeting in Zimbali, KwaZulu-Natal, MEC for Sport, Arts and Culture Mntomuhle Khawula delivered a compelling message: creative industries are not peripheral—they are central to innovation, identity, and economic growth.

Culture and Creativity as Engines of Economic Growth

Khawula reminded global delegates that cultural and creative industries are among the fastest-growing sectors in the global economy, generating millions of jobs for youth and contributing significantly to global GDP. In South Africa—and particularly in KwaZulu-Natal—these sectors represent a new frontier for inclusive, sustainable development.

"For South Africa, and for KwaZulu-Natal in particular, the creative and cultural industries represent a new frontier of economic opportunity – a way to build prosperity that is inclusive, sustainable, and rooted in our identity," Khawula said.

The MEC argued that cultural policy must now address the ethical, legal, and economic implications of AI, particularly in how it relates to intellectual property protection, moral rights of artists, and the safeguarding of indigenous knowledge.

AI: An Opportunity Wrapped in Challenge

The MEC acknowledged the promise of AI in expanding the boundaries of creativity, content creation, and innovation. However, he warned of emerging risks:

• Erosion of copyright and ownership rights

• Potential displacement of traditional artists and creators

• Loss of cultural authenticity in AI-generated content

"While AI brings boundless opportunities, it also presents complex challenges. These challenges must be seen as opportunities for new frontiers and new bridges," he said.

Khawula called for stronger global cooperation in ensuring that the creative economy is fair, inclusive, and future-proof, especially for artists and communities in the Global South.

Africa as a Cultural and Trade Powerhouse

With a growing youth population and vibrant cultural heritage, Africa is uniquely positioned to harness the power of the creative economy. Khawula positioned KwaZulu-Natal as a gateway to the Southern African Development Community (SADC) and the broader continent — a natural hub for creative exchange, investment, and digital innovation.

"As global partners look to Africa, we invite you to see our province and South Africa not merely as a destination, but as a dynamic springboard for regional collaboration and creative trade," Khawula urged.

The MEC cited iconic landmarks like Victoria Falls, the pyramids of Egypt, and KwaZulu-Natal's Valley of the Zulu Kings and Drakensberg Mountains as key drivers of cultural tourism and platforms for cross-border cultural commerce.

Cultural Tourism and Heritage Sites: The New Growth Nodes

Khawula spotlighted cultural and heritage tourism as a catalyst for economic inclusion and place-based development. Sites like the Ohlange Institute, Sibhudu Cave, and world heritage zones are being reimagined as hubs of innovation, learning, and tourism.

"We are transforming historic and sacred sites into centres of learning, innovation, and sustainable tourism. Cultural and heritage tourism is not just about preserving history — it is about translating heritage into opportunity," he said.

These efforts align with the broader African Continental Free Trade Area (AfCFTA) vision, which aims to integrate 55 African economies into a single market, accelerating trade in goods, services, and cultural expressions.

Strategic Integration into Global Creative Value Chains

As the G20 Culture Working Group meeting concluded, the MEC called for strategic partnerships that integrate African creative industries into global value chains. He emphasised opportunities in:

• Film co-productions

• Music and fashion collaborations

• Gaming and digital storytelling

• Cultural and creative exports

"No one should be left behind. Through strategic partnerships, this meeting must help embed African creative industries into the global economy," he said.

About the G20 Culture Working Group

Launched in 2020, the G20 Culture Working Group is a permanent platform within the G20 structure that seeks to:

• Promote culture as a driver of sustainability

• Support the global creative economy

• Preserve and protect cultural heritage

The 2025 CWG meeting in KwaZulu-Natal is part of the build-up to the G20 Summit in November 2025, held under the theme "Solidarity, Equality and Sustainability."

Khawula's message — echoed by other cultural leaders at the meeting — was clear: cultural policy must evolve with the digital age, and African nations must lead in shaping that future. With its rich heritage, vibrant youth, and growing trade infrastructure, the continent is not just ready to participate — it is ready to lead.