Since its establishment in 2019, Edible Elevens has become a beacon of creativity and innovation in the Southern African film production industry. Founded by visionary creatives, this production and broadcasting house has been pivotal in reshaping the African narrative, bringing genuine stories to life on screens globally. Michael Gaobakwe, a prominent figure at Edible Elevens, shares insights into the company’s journey, challenges, and successes.
The story of Edible Elevens began with an inspiring panel discussion featuring Director Teekay, whose expertise in color grading and directing profoundly impacted the founders. United by a vision to transform the African narrative and create engaging content for both local and global audiences, the founders soon met to brainstorm ideas. Their collaboration, driven by an undeniable synergy, led to the birth of Edible Elevens. The name, a play on “Edible content,” underscores their commitment to producing impactful and innovative visual narratives.
Edible Elevens offers a comprehensive range of services to meet diverse client needs. From film and video production to television commercials, brand campaigns, music videos, and post-production services, they provide a one-stop shop for visual production needs. Additionally, their broadcasting and production support ensures clients receive personalized assistance throughout the entire process. This dedication to simplifying the production experience, combined with their creative expertise, positions them as a highly valued partner in the industry.
Launching a film production company in Southern Africa came with its hurdles. Limited resources initially posed a significant challenge, but the Edible Elevens team demonstrated remarkable resilience. Despite financial constraints, they achieved impressive results by skillfully navigating the business landscape in Johannesburg. Co-founder Devon Petersen played a crucial role in overcoming these financial limitations, ensuring creativity and innovation compensated for where resources fell short.
The emergence of COVID-19 presented another obstacle. However, Edible Elevens adapted by focusing on post-production work, even earning a nomination at the Berlin Music Video Awards. This ability to adapt and thrive in the face of adversity highlights their commitment to excellence.
Edible Elevens’ initial vision was to diversify and revolutionize storytelling by showcasing authentic African narratives. Over time, this vision matured into a dedication to producing high-quality content that stands out within the global media landscape. As a trusted partner for content creators, brands, and organizations, they offer exceptional exposure and reliable production services.
“It’s not enough to want to diversify an ever-changing and growing industry, or simply say you want to put yourself at the forefront of an industry that has no lack of pioneers and game changers,” Gaobakwe reflects. “Our vision transcended mere diversification; we aimed to reshape the African narrative with authenticity and appeal. We dedicated ourselves to research and delivering high-quality content that stands out in the global media landscape.”
Notable projects like “Popular” by Rouge & Emtee, “Umlando” by Toss, Mdoovar & 9umba, “Pele Pele” by Chicco, “Salary Salary” by Robot Boii, and “Tichichema” by Amaara Brown exemplify Edible Elevens’ creative prowess. These collaborations pushed the boundaries of creativity and resources, resulting in groundbreaking work filled with emotion and innovation. Each project reflects the company’s relentless pursuit of excellence and their commitment to elevating African narratives.
The film production industry in Southern Africa is experiencing significant growth and innovation, with a surge in thought-provoking content and an increase in female representation within creative roles. This shift is not only reducing industry barriers but also revitalizing the pursuit of excellence within the industry.
Edible Elevens’ greatest asset, according to Gaobakwe, is their exceptional team. These dedicated, creative, and hard-working individuals embody the company’s vision of being the most groundbreaking media and broadcasting production outlet.
Looking ahead, Edible Elevens plans to expand their reach both within Africa and internationally, further amplifying African stories on a global scale. Through initiatives like “Unboxing The Future,” they are actively nurturing and cultivating local talent, significantly contributing to the growth of the African film industry. With exciting new collaborations on the horizon and a deeper exploration of African narratives planned, Edible Elevens promises to continue delivering impactful content that will resonate with audiences worldwide.
