The third edition of JBX, or Joburg Xchange, an industry confab running from March 12 – 14 parallel to the Joburg Film Festival, looks to spotlight Africa’s role in shaping the future of film, television and digital storytelling.
With a focus on stories “made in Joburg for Africa and the world,” this year’s event “reflects the growing demand for African stories, innovative business models and stronger industry infrastructure,” according to Joburg Film Festival executive director Timothy Mangwedi.
The highlight is the JBX Talks program, which gathers industry professionals from across the continent and the globe for a series of talks, workshops, panel discussions and masterclasses curated with an eye toward “equip[ping] professionals with the tools needed to navigate a rapidly evolving media landscape,” says Mangwedi.
This year’s event centers on six key themes. Firstly, it will look at ways to expand African storytelling on global platforms by examining how creators can position their content for mainstream and niche markets. Second is an emphasis on monetization, digital disruption and emerging business models, exploring revenue opportunities through direct-to-consumer platforms, branded content, AI-driven storytelling and sports content monetization.
Another key thread will focus on bolstering co-productions and improving market access for underserved communities, unlocking the potential of existing co-production treaties and securing financing through international partnerships. Also, JBX will examine how festivals, film markets and industry alliances help African filmmakers build sustainable careers and expand their audience reach.
Next up is a spotlight on industry ethics, workers’ rights and representation, addressing systemic challenges such as fair pay, ethical production practices and the evolving role of women in the industry. Finally, the event will spotlight what it describes as “creative mastery from pioneering filmmakers,” offering masterclasses from acclaimed directors and producers exploring storytelling, historical narratives and the intersection of film and activism.
Industry guests include Jennifer Okafor-Iwuchukwu, an agent trainee and intellectual property coordinator at CAA; Peabody Award-winning manager and producer Steven Adams, a founding partner of Alta Global Media; and Academy Award-nominated filmmaker Raoul Peck (“I Am Not Your Negro”), whose latest film, “Ernest Cole: Lost and Found,” opens the Joburg Film Festival on March 11, and who will deliver a masterclass during the event.
Meanwhile, a full-day program dedicated to the role of African women in driving the continent’s screen industries will include a collaboration with industry body SWIFT (Sisters Working in Film and Television) for a panel discussion focused on systemic challenges and the status quo in traditional power structures. Another panel will spotlight a host of Black female filmmakers working in the documentary field, including Eloïse King (“The Shadow Scholars”), Andy Mundy-Castle (“Shoot the People: Protest and Progress”), Sara Chitambo-Hatira (“Black People Don’t Get Depressed”) and Naledi Bogacwi (“Banned”).
In its third year, JBX looks to build on its previous editions by helping African filmmakers tap into the potential for global success that, for many, remains frustratingly out of reach.
“One of the biggest takeaways from last year’s edition was the massive challenge African producers face in monetizing their content — both regionally and internationally,” says Mangwedi. “While there is undeniable demand for African stories, many producers struggle with distribution access, financing and aligning their projects with buyer expectations.
“Our response this year is to provide concrete solutions to these challenges,” he continues. “We’ve expanded industry intelligence efforts, offering deeper insights into which countries, platforms and broadcasters are actively investing in African content. Instead of broad conversations, we are now taking a targeted approach, helping filmmakers understand how to engage with specific markets and establish long-term partnerships, one country at a time.”
One way in which the event aims to do that is by focusing on co-productions and emphasizing the pathways for collaboration with countries that have already forged formal audiovisual ties with South Africa, including Italy, Nigeria, Canada, the U.K., France and Germany.
“Our goal is to revive and activate these agreements by pairing promising film and TV projects with South African co-production partners, studio facilities, broadcasters, platforms and other key stakeholders,” says Mangwedi. “To ensure these collaborations move forward, we’ll provide post-JBX assistance to fast-track deal-making.”
The JBX team, he adds, has also expanded its outreach to international sales companies who haven’t previously engaged with the continent, hoping to serve as a “gateway for these companies to discover and acquire Africa’s best projects, bridging the gap between African filmmakers and the global market.”
African narratives, Mangwedi insists, “remain underrepresented on the global stage,” and JBX “aims to change that by elevating Africa’s storytelling legacy and connecting content creators with international buyers and distributors who recognize this momentum.”
“JBX is uniquely positioned to accelerate this trend, ensuring that African filmmakers, studios and content owners take the lead in shaping how these stories reach international markets,” he adds. “By making JBX an essential hub for both creative development and industry deal-making, we aim to solidify Africa’s place as a global force in film and television.”
The JBX content market runs March 12 – 14 in Johannesburg, South Africa.