Selam Ethiopia, 2017-2023, Culture leads the way

RESULTS FROM PHASE 1 2017-2023 From 2017 to 2023, Selam trained 670 individuals, 226 of whom were women. Training programs with a higher proportion of women included vocal and traditional music training, film script-writing, and theater training for amateur artists. On the other hand, more technical courses, such as documentary film production and sound engineering, were predominantly attended by men. The Mid-Term Review (MTR), based on surveyed beneficiaries, confirmed that the project successfully delivered training that significantly enhanced participants' knowledge and skills in areas such as sound engineering, broadcasting, vocal performance, music theory, songwriting, and film production. The training notably improved participants' capacity to use advocacy tools and engage in transparency and accountability initiatives, with 36% of participants reporting involvement in such actions post-training. Additionally, the skills gained were seen as valuable in supporting job creation for the participants. According to the MTR survey, the content produced by trained participants frequently addressed issues related to democracy, human rights, and freedom of expression. Gender issues and harmful traditional practices were the focus of about 53% of participants, while environmental issues were highlighted by 38%. Culture-related topics were addressed by less than 10% of participants. Culture Forums Networking Events and Partnerships Selam Ethiopia has played a pivotal role in revitalizing the practical implementation of Ethiopia's long-dormant film policy. Through a culture forum organized in collaboration with the Ethiopian Film Producers Association and the Ministry of Culture and Sport, tangible steps were initiated, involving UNESCO and other key stakeholders. Additionally, Selam led efforts to establish the Culture and Arts Council in Ethiopia, advocating for the development and support of the country's arts and culture sectors. The project fostered engagement with cultural organisations and professional associations. Partnerships were formed with federal and regional cultural institutions, associations, and authorities, enhancing their participation and effectiveness in the project's execution. A notable initiative, the Organizational Capacity Building Training for Civil Societies (Professional Associations) in the Arts Sector, was conducted in collaboration with the Ministry of Culture and Sport, targeting 19 national professional associations. Selam's activities have been implemented across various regions of the country, encompassing a wide range of skill sets. The Mid-Term Review (MTR) highlighted the project's innovative approach in promoting social and developmental issues through cultural expressions. A total of 15 cultural forums and 4 public talks were organized in Addis Ababa and regional cities, featuring 90 professionals as panelists and moderators. Over 1,000 participants actively engaged in these events, which were widely covered by national and regional media, as well as on social media platforms. The project also organized three major music festivals in Addis Ababa and Bahir Dar, providing a platform for hundreds of artists to showcase their work while creating economic opportunities for event organizers, vendors, promoters, and other stakeholders. These festivals demonstrated the potential of cultural events as income-generating activities, highlighting the broader role of the cultural sector as a catalyst for economic development. Campaigns, tours, and live-streaming platforms featuring music, circus performances, and literary nightsparticularly during and after the COVID-19 pandemicgreatly increased public awareness of the messages conveyed through these art productions. Research Projects Four research projects were conducted, focusing on the role of culture in human rights, democracy, peace-building, artistic freedom, and job creation. As a result, government bodies such as the Ministry of Labour and Skills and the Ministry of Peace began to take practical steps toward integrating culture and the arts into their work. This included forming departments, allocating resources, and establishing ad hoc committees, which are still in progress. RESULTS FROM THE SELAM EXTENSION 2023/2024 While the initial program (2017-2023) centered on enhancing the cultural sector's role in fostering participation and freedom of expression, the extension focused on strengthening the capacity of the creative and cultural sectors to generate employment, and contribute to economic development. The new period represented a phase-out period for the long-term partnership between Sweden and SELAM dating back to 2005. The new period was given a short no cost extension from April to August 2024. Objective 1 of the CLtW project focused on helping cultural actors increase their income generation within the culture sectors by offering targeted training in event management and music business management. In Event Management, a three-day workshop in Addis Ababa trained 25 event organizers (16 men and 9 women) on skills such as concept preparation, budgeting, marketing, logistics, and risk management. The selection process prioritized diversity to encourage sustainable networking. Participants included experienced organizers, government officials, venue owners, and sponsors. Key outcomes included plans to form a professional network and a proposal by a city official to provide fair-priced public spaces for events. In Music Business Management, 21 participants (18 men and 3 women) took part in a practical workshop covering record label management, marketing, artist management, PR, and live show organization. The training strengthened participants' understanding of artist management and label operations, improving industry connections, particularly among established professionals. Both workshops effectively enhanced participants' skills, supported business expansion, and facilitated valuable networking within the Ethiopian cultural sector. Gaining a detailed understanding of international practices in contract management empowered me to secure better deals and protect my rights as a music producer. It also revealed mistakes I had been making in my contracts, which had previously led to lost benefits that I should have received from my deals. Music management training participant. Objective 2 of the CLtW project aimed to strengthen the infrastructure for Ethiopia's creative sector to boost job creation and economic growth. Market Analysis: Selam conducted an in-depth market analysis in the music and film sectors, identifying potential growth areas and key barriers, like infrastructure limitations and regulatory challenges. Findings were presented at Ethiopias first CCI summit, which facilitated stakeholder engagement, inspired collaborations, and raised awareness of the creative sector's economic potential. The summit initiated discussions under the theme Unlocking Ethiopias Creative Potential, laying groundwork for a more resilient industry. Copyright and Intellectual Property: Selam worked with the Ethiopian Intellectual Property Authority (EIPA), the Ministry of Culture, and two Collective Management Organizations (CMOs) to strengthen copyright systems. A significant MoU with EIPA focused on capacity-building and system improvements. A new agreement with UNESCO will further support intellectual property capacity over an 18-month project. The summit also fostered cooperation between CMOs, who signed a joint agreement to protect intellectual property. Current initiatives include setting a standard royalty tariff, with the Ethiopian Broadcasting Corporation (EBC) pioneering royalty payments. Stakeholder Engagement and Networking: Selam hosted the CCI Summit and Selam Talks, which fostered extensive networking at national, regional, and international levels. Startups in the creative industry, including a gaming company, a music business, and a film project, received support from the Ministry of Labour and Skills following pitch sessions at the summit. Sustainability and Resource Mobilization: Selam developed a resource mobilization strategy, submitting over six proposals to international bodies like UNESCO and the British Council, two of which were approved for 2024 and 2025. Selam also launched Muzikawi, a commercial wing to support Ethiopian creatives through rights protection, artist management, and event organization, promoting international standards in Ethiopias music industry. Objective 3: Culture actors have gained access to new job opportunities within the culture sectors, increasing their economic independence, which in turn spurs inclusive economic development. The music incubation program produced 47 music works for 55 artists from various regions, performed in multiple local languages. These releases generated jobs for artists and industry professionals, including musicians, producers, and designers. Young artists gained practical experience in recording, production, distribution, and touring, with each release supported by promotional events, press coverage, and social media campaigns. Through an artist mentorship program, participants received guidance in songwriting, production, and market strategy. This support enhanced their industry networks, media presence, and audience reach, bolstering their economic independence and career growth. "When I began my music career, my monthly earnings were only 315 ETB, which eventually increased to 1,500 ETB over time. However, with Selams support, Ive been able to secure contracts worth 10,000 ETB, and now I am able to earn up to 20,000 ETB for a single-stage performance. Music Incubation program beneficiary. Selams contribution to the development of the cultural space within Ethiopia cannot be overemphasised. Selam is a recognised cultural actor recording thousands of participants in attendance at SELAMs cultural events. The organisation has established trusted relationships with the Ministry of Culture and Sport and the Ministry of Skills and Job creation as well as the regional culture bureaus. SELAMs activities have also contributed to job creation although these numbers have not been statistically verified. The Extension period can be summarised as strategically paving the way for a more structured and economically viable creative sector in Ethiopia, prioirtising key bottlenecks in the industry and focusing on market opportunities in the sector. These include the focus on Copyright and intellectual property and carrying out a market study of the sector. The key informant interviews show concrete examples of substantial income increment as well as building a sense of cultural and artistic identity amongst cultural actors.

The overall programme objective remains: “Deepened and strengthened participation and freedom of expression of rights holders in development processes through culture expressions”. The programme extension covers a period of two years and continues to focus on activities with the same cultural forms i.e. music, media, technical development & digitalisation, documentary film and circus. The extended period will also introduce projects focusing on literature and theatre. SELAM will continue to coordinate activities with culture-interest organisations and local and national culture institution, though as reported, it was a challenge to engage local and regional partners. The extended period will have less focus on their own organisational development. There are four clear sub-objectives to be attained through this extension: 1. The role of culture as enabler of democratic dialogue in development processes is strengthened. 2. Young women and men (the rights-holders) contribute to a democratic and interactive dialogue on development issues through culture and media initiatives. 3. Increased awareness of targeted general public in the targeted regions of the role of culture and media for social mobilisation and democratic dialogue. 4. Young women and men earn an income from culture and media employment and/or self-employment at the end of the project period.   In terms of SELAM's Theory of Change, it can be summarised as follows: Outcome 1: The role of culture as an enabler of democratic dialogue in development processes is strengthened strengthening the capacity of culture civil society organizations, networks, and platforms as culture advocates The theory of change is that the project provides supports that build the capacity of the partner organization and other key culture and media actors to strengthen their advocacy work, alliance building, and networking, and to enhance their capacity to facilitate participatory media and culture initiatives with a focus on democracy and human rights. Outcome 2: Young women and men rights’ holders contribute to a democratic and interactive dialogue on development issues through culture and media initiatives. The theory of change is that the partners and target groups, through direct participation in the project, gain increased awareness and find their own innovative ways to promote freedom of expression; thereby, the project is expected to result in a series of culture and media productions that promote popular involvement in democratic development, the respect for human rights, and show how cultural expressions and different forms of media can contribute to the interactive and participatory public dialogue on social issues. Outcome 3: Increased awareness of the general public in five cities of the role of culture and media for social mobilization and democratic dialogue. The theory of change is that capacity built among the institutions and the targeted project participants - and the actions of the groups, including the different culture productions - are expected to increase the awareness of other targeted rights holders about the rights highlighted in the different projects, and the interest among a broader population to take part in discussions on social and democratic development. It is because of this that the evaluation team has tried to assess the perception of the public on culture as a means to discuss social matters.