17 Aug 2017

Botswana with a diamond shining economy is predicted to varnish in years to come and culture is one element that can diversify the economy if conserved. 

Even though culture is dynamic it does not vanish if conserved and transmitted unlike diamonds that get depleted so culture is Motswana’s second diamond. 

Virginia Masole saw it fit to venture into a culture selling business, The Culturati. 

The Culturati is a cultural magazine  focusing on arts, culture and tourism aimed at conserving, transmitting and selling Botswana’s various cultures. 

The magazine is also aimed at showing the world other heritage site that could  be visited by both international and local tourists. 

The magazine featuring heritage sites in Botswana, cultural events, and traditional games is published every two months. 

The magazine was inspired by the fact that Botswana has rich culture which could be sold to earn a living. 

The sole proprietor noted that she realised that a big gap exist in selling culture since no newspapers nor magazine exist to cover in to Botswana’s deep rich culture. 

“We selected a magazine because it has long life span and one magazine can be read by more than ten people,” she said. 

Masole who by then worked at RETENG organisation a Multicultural Coalition of Botswana which promote human rights and cultural diversity, as project officer meet different people with interesting cultures and she realised indeed Botswana is rich in culture. 

During her stay at RETENG she got trained by UNESCO on 2003 convention of safe guarding intangible cultural heritage on training community researchers on how to safe guard their cultural heritage in collaboration with Ministry of Youth Empowerment, Sport and Culture Development. 

The training was an eye opener for Masole as she realised communities in Botswana were  rich in culture and is not promoted nor sold. 

The Culturati magazine travel around the country documenting by writing and taking pictures with a mission of producing a television documentary. 

Through events such as Mhele Challenge and Arts and Culture Exposition, The Culturati transmit culture to the upcoming generation. 

The magazine wish to make packages of traditional skills such as Phane and Morogo wa dinawa processing and fish catching and be sold to tourists not just to present finished products to them. 

By so doing it will encourage people with such skills to work hard hence earning a living through their skills. 

Ministry of Youth Empowerment, Sport and Culture Development funded the project in 2016 after exhibiting at Botswana Consumer Fair and Global Expo 2016 as pilot project where it sold a lot of copies and meet potential sponsors. 

The business employed seven youths, four as full time workers and others as part time and volunteers. 

The Culturati encouraged government offices to subscribe for the magazine to create a wide coverage. 

Ms Masole noted that partnership with government ministries such as Ministry of Investment Trade and Industry, Ministry of Environment, Natural Resources Conservation and Tourism as well as Ministry of International Affairs and Cooperation can establish a relationship between international investors and tourists with the magazine, because business people would want to know about Botswana before they actually start business here. 

She encouraged youth to take advantage of available government initiatives to decrease numbers of unemployed youths roaming the streets. 

“We should not expect government to provide employment for us because government laid a foundation for us by offering free education, it’s high time we create employment too,” she said. 

Ms Masole said youth funded projects to submit reports for mentorship and to seek professional help from different stakeholders such as LEA and CEDA.ENDS