JBX Market Head on How Johannesburg Event Is ‘Helping Shape’ Future of Africa’s Screen Industries

The fourth edition of JBX, or Joburg Xchange, an industry conference running from March 4 – 6 parallel to the Joburg Film Festival, takes place against a backdrop of surging optimism around African cinema, which in recent years has increasingly cemented itself on the global stage.

Yet amid ongoing frustration around how to scale up the success of the continent’s breakout stars and wider uncertainty in the global industry, this year’s event will explore how to capitalize on “increased audience appetite” for African cinema and transform that into a “sustainable ecosystem,” according to Joburg Film Festival executive director Timothy Mangwedi.

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“The agenda balances celebration of craft with structural interrogation — asking not just what stories we tell, but how we build systems to make them thrive,” he says. 

With a three-day program of panels, masterclasses, screenings and networking events bringing together stakeholders from the continent and the global industry, the fourth JBX will not only celebrate the continent’s success stories but dissect some of the challenges facing African filmmakers today.

Key issues on the agenda this year include a focus on the relationship between African filmmakers and the diaspora, highlighting what Mangwedi describes as the two groups’ “interconnected ecosystems” and exploring ways that stakeholders from both sectors can benefit from greater collaboration. Another focal point will be a spotlight on distribution, addressing efforts to give African filmmakers greater access to cinemas, streaming platforms and hybrid exhibition models and ensure homegrown content reaches audiences. 

The program will also spotlight emerging media, from micro-dramas and social-first content to XR, immersive experiences and other innovative storytelling formats, and examine how today’s digital landscape is affecting how content is being created, distributed and consumed across Africa. That focus underscores organizers’ efforts to position the JBX as a hub where “culture, commerce and technology converge,” says Mangwedi.

Crucially, this year’s confab will also tackle the challenges weighing down the South African industry, where an ongoing crisis with the host country’s rebate system has sparked protests and pushed many local filmmakers to the brink.

“The conversation we need to have is grounded in economic impact and accountability,” says Mangwedi, focusing on “how to protect this competitive tool, restore confidence, improve administrative efficiency and ensure the system delivers both immediate production spend and long-term growth for South African-owned IP and companies.”

Other program highlights include a deep dive into innovative funding models and strategies to support production on the continent, as well as a range of panels and masterclasses spotlighting the work of below-the-lines artisans in film and TV production, highlighting what Mangwedi calls the “unseen hands behind filmmaking.” Meanwhile, a panel will showcase the achievements of rising and established young African talents including Sundance award-winning director Lemohang Mosese (“This Is Not a Burial, It’s a Resurrection”); Berlin prize-winning filmmaker Imran Hamdulay (“The Heart Is a Muscle”); BAFTA Breakthrough awarded producer-director Joy Gharoro-Akpojotor (“Dreamers”); and multi-disciplinary stage and film writer-director Zoey Martinson (“The Fisherman”).

Notable industry guests include Netflix executives Kaye Ann Williams, the streamer’s recently appointed director of scripted content for Africa, and Chris Mack, the director of its Grow Creative initiative; CAA agent Ozi Menakaya, who founded the powerhouse agency’s CAA Africa Initiative and will offer a masterclass on delivering the perfect pitch; Academy Award-nominated editor Eddie Hamilton (“Top Gun: Maverick”), who will appear in conversation to discuss the art of editing; producer and director Sia Stewart (“Why Not Us: Southern Dance”), who will lead a talk on the hybrid docu-series format; and Emmy-winning production designer Warren Gray (“Catch Me a Killer”), who will explore the craft of production design and art direction in film and TV.

“Taken together, the program offers a holistic view of African cinema today — celebrating craft, nurturing talent and addressing the policies, finance and distribution mechanisms that will define the industry’s future,” says Mangwedi. 

“Ultimately, JBX aims to create a sustainable ecosystem, bridging industry needs and audience demand, embracing innovation and making African stories travel — and thrive — beyond borders,” he continues. “If we can hold space for those deeper conversations, around equity, infrastructure, collaboration and craft, then we’re not just hosting an event. We’re helping shape the future of the industry.”

The Joburg Film Festival runs March 3 – 8.