Policy is where the rules of an industry become public choices.
Unathi’s policy, advocacy and lobbying work sits at the point where law, evidence, government, industry organisation and public accountability meet. It has included legislative reform, copyright and performers’ rights, audiovisual policy, public funding, film and television incentives, sector crisis interventions, Parliamentary processes, industry campaigns and sustained engagement with government and public institutions.
From 2020 to 2025, she served as Executive Officer and Lobbyist of the South African Screen Federation, coordinating sector positions and representing audiovisual-industry interests across government, institutions, funders and stakeholders.
Her approach to lobbying is explicit rather than euphemistic. Democratic policy-making requires organised interests to present evidence, explain consequences, propose solutions and hold decision-makers to account. The work is strongest when it is transparent, fact-based and connected to the practical realities of those affected by policy.
This practice now extends across South African, African and international creative-industry questions, including rights, regulation, public support systems, industry infrastructure and the position of creative workers within evolving markets.
Policy & Regulatory Frameworks
Policy work in the cultural and creative industries extends beyond commenting on legislation after it has been drafted.
It can require examining the full environment in which a sector operates: identifying gaps in legislation, regulation and policy; understanding where existing frameworks no longer reflect contemporary business models; and considering what combination of legal, regulatory, institutional and economic interventions may be required to support sustainable sector growth.
This work can include the review and development of creative-industry policy and regulatory frameworks; copyright and rights-management systems; audiovisual and cultural-sector regulation; funding and incentive structures; co-production and cross-border frameworks; digital and platform-market issues; and the relationship between public policy and the commercial realities faced by creators, producers and creative enterprises.
A central concern is whether policy enables creative practitioners and businesses not merely to produce work, but to retain rights, capture value, attract finance, reach markets and build sustainable enterprises.
Legal literacy, co-productions, cross-border exploitation, digital distribution and rights management are all part of the framework conditions required for a functioning creative economy.
Areas of work
Policy & legislative review • Creative-industry framework development • Regulatory analysis • Copyright & rights policy • Public funding & incentive policy • Audiovisual & cultural policy • Digital & platform policy • Co-production & cross-border frameworks • Government & Parliamentary engagement • Industry advocacy & lobbying • Stakeholder consultation • Implementation & reform roadmaps