When Yalezo Njuguna first launched his production company nearly a decade ago, the odds were stacked against him. Funding challenges, limited industry support and a lack of infrastructure forced him to think differently about how to survive as a young filmmaker in South Africa. What began as YouTube sketches under the tongue-in-cheek banner Broke Ass Independence has since grown into a fully-fledged foundation and convention — now known as BAI Heatseekers — that is reshaping what creative entrepreneurship looks like in Africa.
This year’s Heatseekers Con 2025, hosted at the Tshimologong Digital Innovation Precinct, marked the clearest expression of that vision to date. Over two days, the convention combined live showcases, entrepreneurial workshops, film and music previews, and youth-led business spotlights. Backed by the Presidential Employment Stimulus Programme and the National Film and Video Foundation (NFVF), the event attracted participants from across the country who were eager to treat the platform not just as entertainment, but as an industry stage.
“What struck me most this year was the level of ownership from participants. People came with full sets, exclusive demos, even printed CDs. It showed me this wasn’t just an event — for many it was their professional launchpad,” said Njuguna.
For him, the milestone was not only about turnout, but also about sustainability. For the first time, he deliberately stepped back from being on stage or moderating sessions.
“On day one, I was purposefully not on the line-up, and everything still went off without a hitch. It showed me that there is space for this to exist outside of myself. That felt really powerful,” he reflected.
What started as Broke Ass Independents has matured into a foundation and convention that continues to evolve — reflecting the confidence of a new generation of African creatives. Today, BAI is not only about storytelling but about building sustainable ventures in fashion, publishing, design and digital media.
Heatseekers Con is fast becoming a launchpad for new businesses, collaborations and creative careers. With programmes like BAI Spotlights, which introduced ventures such as Mercha, Legacy Defined and iQhawe Magazine, Njuguna and his team are ensuring that entrepreneurship is not a by-product of creativity, but an integral part of it.
As Sandton’s corporate world continues to debate the future of enterprise in Africa, BAI’s trajectory offers a compelling case study: innovation doesn’t always start with capital. Sometimes it starts with resilience, vision and the decision to build for others as much as for oneself.
From its humble beginnings to its current role as a continental stage, Njuguna’s journey embodies the entrepreneurial grit needed to unlock South Africa’s creative economy. Heatseekers Con 2025 was not just a cultural celebration — it was proof that bold ideas, backed by community, can grow into industries that matter.
