Upliftment for African Holdings is the principal professional vehicle through which much of Unathi Malunga’s current creative-industry work is undertaken.
It operates at the intersection of legal-commercial strategy, rights, policy, governance, institutional strengthening, project design, creative-economy development and professional learning. Its role is practical: take complex industry problems and turn them into frameworks, projects, decisions, resources and implementable work.
Advisory & Strategy
Upliftment provides strategic and advisory support across the legal, policy, institutional and commercial dimensions of the cultural and creative industries.
Its work may begin with a specific problem — a policy gap, institutional challenge, funding mechanism, rights issue or industry programme — but considers that problem within the wider ecosystem in which it operates.
Areas of work include: Policy & legislative review • Creative-industry framework development • Public-support mechanisms & incentives • Institutional & regulatory analysis • Industry organisation & sector coordination • Rights, value capture & market structures • Government–industry facilitation • Strategy, implementation frameworks & reform roadmaps
The emphasis is on translating diagnosis into practical action: clearer frameworks, stronger institutions, better-designed programmes and implementable next steps.
Upliftment can advise organisations, producers, practitioners and sector bodies; design and implement programmes; structure partnerships and funding-readiness approaches; and develop professional learning that makes specialist knowledge usable beyond legal and executive spaces.
Its learning work is especially important to the next phase of the business. Unathi has spent years translating complex legal and policy issues into clear language for creatives and non-specialists. Upliftment will turn that experience into a structured online learning offer, supported by free public-facing video content on YouTube and deeper courses, resources and toolkits on the website.