The Arts & Culture Trust (ACT), in partnership with Nedbank and supported by the ICRD Group Foundation, is thrilled to announce the 4 selected participants entering the project implementation and investment phase of the ACT Thuthukisani Atologa Programme.
These participants have successfully completed the ACT Thuthukisani Atologa training programme, an intensive mentorship-driven initiative designed to prepare cultural and creative entrepreneurs for sustainable business growth. This phase marks a pivotal milestone, as participants transition from the investor readiness phase of the training programme to receiving a cash investment valued at R35 000 for their projects and implementing their ventures within 90 days.
The programme, facilitated by ICRD Group Foundation, geared entrepreneurs towards a 6-month initiative for fostering innovative startups in the creative industries. Participants gained expertise in financial management, intellectual property protection, AI tools for creative processes, marketing strategies, and investor pitching.
The 4 participants, representing a diverse array of creative businesses and provinces, are:
1 Celeste Slabber-Loriston (Story team Pty Ltd), Western Cape Provides a permanent cultural experience with original theatre for tourists in Hermanus, combining live performance with local oral history, original music, and performance.
2 Vuyo Mayesa (Expression Culture Academy 190-319 NPO), Northern Cape and Free State Repurposes denim into income, job creation, and environmental sustainability through a peer-to-peer skill-training project.
3 Noluthando Bhutelezi (Kwantu Writers), Gauteng Their project, From Pen to Profit, empowers freelance writers to monetise their passion through a book, course, and web portal. The project offers resources, skills development, and a platform for aspiring and professional writers to grow their careers.
4 Buti J Maruping (Mjinko est), Gauteng Created a multilingual book series that promotes literacy, heritage, and environmental awareness, and uses an interactive approach to teach moral values and critical thinking. The series, Olo’s Dream Adventures – Ways of the Monkey, is dedicated to the author’s daughters and will be available in all 12 official languages, including Braille. With plans to expand into animation and games, it seeks to bridge educational gaps, empower children, support inclusive learning, and promote cultural recognition.
‘We are incredibly proud of how this iteration of the ACT Thuthukisani Atologa Programme is equipping cultural and creative industry entrepreneurs from all over South Africa to develop flourishing businesses and products. The partnership with ICRD Group has elevated the depth and focus of training we can offer our stakeholders. As a specialist in entrepreneurial development work, ICRD Group has worked strategically with the unique challenges and opportunities of the arts and culture sector to prepare the participants with relevant and implementable practices to develop sustainable businesses,’ says Jessica Denyschen, ACT CEO.
Poovi Pillay, Executive Head of Corporate Social Investment (CSI) at Nedbank, says: ‘The implementation phase will run from early April 2025, with all projects set to be completed within 90 days. This milestone follows the initial selection of 50 arts businesses to participate in the ACT Thuthukisani Atologa Programme 2024, narrowed down to 30 outstanding businesses that participated in the programme.’
Through this initiative, ACT continues to champion the growth and sustainability of the South African arts and culture sector by equipping entrepreneurs with the tools to transform their ideas into thriving, income-generating ventures.
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