Ghettuba is, however, surprised by the success Spielworks Media has achieved in just four years. “I knew there was potential; the speed however is very surprising. The demand for local content has been crazy.”
She attributed the increasing demand for local content to the growing pride among Africans in their heritage and stories. People in the continent, she said, want to watch stories that resonate with them. Outside Africa, curiosity is also fuelling demand for African content.
“People want to know about Africa. Long gone are the stories of ‘do you ride giraffes to work’ or ‘do you live with lions’. Our show is in the UK and in France. People are curious and we shoot scenes in slums and in shopping malls. Content is in great demand, that is why it is the new petroleum.”
Ghettuba reckons that while she has faced various challenges in her journey in entrepreneurship, she chooses not to focus on them. “Every challenge to me is an opportunity.”
She is optimistic about the future of Africa’s entertainment and arts industry. “There is massive talent here, especially talent that is untapped. It vexes me. I want to make creativity a financially viable option and parents will entrust their children with me. They will let their kids be actors, singers, directors and lighting assistants,” she said.
Ghettuba’s plan for the future is to grow Spielworks Media into Africa’s version of the US motion picture studio Universal Pictures. She hopes to achieve this in the next three years.
“Things happen in two ways; first they are created in the mind and then you do them. Nothing is impossible. I just think that if you can dream it, you can achieve it.”
Besides, Ghettuba noted, Africa is the place to dream big and live those dreams. “This is the place; there is a buzz in Africa. You dream big, you dream in colour, you believe it and then you get wonderful people and you work with them. You just do it.”
She encouraged other aspiring entrepreneurs to acknowledge their fears but not dwell on them. “This is how I look at fear. It is something I read; a fog that spreads across 100 blocks, when condensed fits a glass of water. You must look at this like a glass of water. If you then put it in perspective, you are able to overcome it,” said Ghettuba.
Entrepreneurs, she added, ought to believe in their dreams and be tenacious. “Giving up cannot be an option. If you fall down, because we do, you get up and go again.”
Ghettuba said she hopes to see collective growth in Africa where people work together to lift each other up. “We are doing it at our company. I am determined that the parking space at our company should be filled with cars,” she said. “If you want to go fast, go alone. If you want to go further, go with others.”
Regardless of their circumstances, Ghettuba advised the African youth not to adopt a defeatist attitude, arguing that a lot of people who are successful today did not inherit their success but worked hard for it.
“There are fewer Paris Hilton stories than there are rags to riches stories,” Ghettuba added.