Zambia — a small and unassuming landlocked African nation — gained its independence in 1964. Its colonial powers brought with them guitars, jukeboxes, radio and the sounds of psychedelic rock. Following their departure, Zambia birthed a sound rich with freedom and creativity. The influence of rock bands like Deep Purple, Grand Funk Railroad, Led Zeppelin, Jimi Hendrix and James Brown converged with the native sounds of traditional Zambian folk music and instruments. The product was an eclectic mix of psychedelic rock blended with the tradition of a much more conservative society: Zamrock.

Glimpses of Creative Potential

The music of Zamrock ignited the nation with rhythms of freedom. The president introduced radio quotas that meant 90% of music played was attributed to Zambian musicians, showcasing national talent. The country flowed with creativity, electrified by the musical movement. Zambia was, however, heavily dependent on copper exports as a huge proportion of gross domestic product (GDP). Even with this creative boom, the temperamental price of copper on the global market plunged the country into poverty. By 1991, Zambia held its status as a least developed country. The decline in copper prices caused Zambian GDP to sharply deteriorate. Still, around 64.3% of the population lived in extreme to moderate poverty, according to a 2011 United Nations Conference on Trade and Development (UNCTAD) report. As of 2022, 12.6 million individuals were living on less than $2.15 a day.

The Dimming Spotlight

The AIDS crisis compounded the dimming spotlight on creativity, affecting many creatives across the country. One of the pioneers of Zamrock — the band WITCH — lost five of its original members. Many of the remaining members returned to the mines to support their families. WITCH frontman Emmanuel Chanda — better known as Jagari, after The Rolling Stones’ Mick Jagger — was among the numerous musicians who faced the return to the harsh civilian activity of the copper mines. Creativity’s shining potential was suddenly dimmed by the reality of living conditions across Zambia.

Currently, Africa contributes to a mere 1.4% of the $6 trillion generated by the global creative sector economy, representing a huge untapped potential for African creative talent. Zambia is paving the way for the creative industry to become a powerful asset in its own right. This prefigures major growth in the creative industry that will relieve poverty in Zambia.

Since 2022, the Africa Creative Market has invested $200 million across Africa, and many of its efforts spotlight Zambia. Nationally, Zambia has held a “creative convergence” which hopes to provide settings, including the Kwimbo National Arts Festival held on July 3 to 4, 2026, where local Zambian talent can be showcased. The government is enfranchising the long-forgotten wealth of creativity, investing to relieve poverty in Zambia. Creativity represents a powerful way for Zambia to diversify its economy. The Permanent Secretary of the Ministry of Youth, Sports and Arts, Kangwa Chileshe, outlined these efforts, citing the “significant strides” made in the last five years to transform “the creative arts sector into a viable economic driver.”

“Zambia is ready,” Chileshe asserts, “ready to host, ready to partner, ready to invest and ready to shine.”

Investing in Creativity

The creative sector has long represented an industry of potential. Investing in creativity follows a development strategy that aims to boost trade and investment, promote employment and entrepreneurial activity, incentivize the young population, and support a budding tourism industry. Equally, a fast-growing creative industry would provide necessary economic diversification, moving away from reliance on export-driven copper extraction.

The Ministry of Finance stated the crucial role of “a thriving national cultural heritage and creative economy” in contributing toward more sustained economic growth and, crucially, to help relieve poverty in Zambia. Championing this creative drive, Zamrock band WITCH saw its revival spotlighted on one of the world’s biggest stages. Decades after their heyday, WITCH graced the stage of Glastonbury Festival in 2025, becoming the first Zamrock band to perform at the renowned festival. Zambian creativity is becoming recognized on a global stage, representing the growth potential of this industry.

A Creative Resurrection

Artists such as Travis Scott, Yves Tumor, and Tyler, the Creator support Zamrock’s revival by sampling tracks, but this is just one piece in this puzzle of potential. Following the Dakar Declaration on the Promotion of ACP Cultures and Cultural Industries, serious investment is taking place to support the enterprises involved in culture and creativity. The government sees in creativity the potential to alleviate poverty. Prioritizing creativity in Zambia follows suit with the efforts of United Nations Educational, Scientific and Cultural Organization (UNESCO), which has supported numerous art business environments across the nation.

From local arts, to music, ritual dance and the preservation of cultural heritage, Zambia is making strides toward a creative industry that is set to rival its copper exports. Like the music of Zamrock, this national effort to invest in the creative industry bursts with potential, freedom and vibrancy, seeks to empower and alleviate poverty in Zambia.

– Millie Lavington-Owen

Millie is based in London, UK and focuses on Technology and Solutions for The Borgen Project.

Photo: Flickr