Johannesburg, August 2026 — Business and Arts South Africa (BASA), in partnership with Jozi My Jozi, Andani Africa and Creative Capital, convened senior business leaders, government representatives and creative economy stakeholders for a strategic business dinner centred on “The Power of the Arts as a Business Strategy.”
Hosted at The Venue at Nine Yards in Rosebank, Johannesburg, the dinner created a space for meaningful dialogue on the role of the arts and creativity in driving business growth, innovation, competitiveness and broader economic development.
The gathering brought together leaders from the corporate, retail, digital, innovation and creative sectors, alongside government, including the Minister of Sport, Arts and Culture, Gayton McKenzie. Representatives from organisations including Woolworths, V&A Waterfront, Amazon, Canva, Standard Bank, CloutSA and Universal Music were among those in attendance.
The evening explored a critical question: What happens when businesses move beyond supporting the arts and begin to recognise creativity as a strategic business asset?
With South Africa’s creative economy already contributing approximately 4% to GDP and supporting 1.4 million jobs, the sector represents a significant opportunity for economic growth, job creation and innovation. The conversation highlighted the need to move beyond traditional approaches to arts sponsorship towards deeper, more strategic partnerships that create shared value for business, creatives and society.
Discussions centred on the role of creativity in building brands, engaging audiences, developing new products and experiences, strengthening innovation and creating new pathways for economic participation. The dinner also considered the infrastructure, investment and partnerships required to enable the creative economy to scale sustainably.
The dinner also reinforced the importance of collaboration across sectors. Business leaders, government and creative practitioners brought different perspectives to the table, but shared a common recognition that unlocking the potential of the creative economy requires collective action and investment.
For BASA, the conversation forms part of its broader role as a connector between business and the arts, creating platforms that enable partnerships, knowledge exchange and new opportunities for the creative economy.
“The Power of the Arts as a Business Strategy” is ultimately a call to shift the conversation from why should business invest in the arts? to how can business and the arts create value together?
As South Africa looks towards building a more inclusive, innovative and sustainable economy, the creative sector has an increasingly important role to play.
BASA will continue to convene stakeholders, facilitate partnerships and create opportunities that connect capital, creativity and capability, helping to build the conditions for South Africa’s creative economy to thrive.
Media enquiries:
Ms. Sinenhlanhla Mdiya , Marketing and Communications Manager: Business and Arts South Africa│Email: sinenhlanhla@basa.co.za
