- Startup targets inefficiencies preventing many artists from thriving
Creative Portal is an online platform launched in Ethiopia to connect creatives with work opportunities in film, television, photography and other media industries. Founded by Anteneh Girma and based on challenges he witnessed as a photographer, it aims to streamline talent sourcing and give creatives better access to jobs. The startup has registered over 1000 members so far and plans to add 15,000 more creatives and 1000 companies in three years. It offers free basic registration and profile creation, with paid options for businesses. Challenges include initial user distrust, which the founders are addressing through contracts and ethics policies. They also plan a training studio to develop new talent through mentorship. BirrMetrics Staff Writer Yared Seyoum profiled the innovative startup and its vision to transform Ethiopia's creative economy.
The entertainment and media industries in Ethiopia have seen a strong growth in recent decades, fuelled by expanding private investment and a blossoming youth culture embracing new platforms and genres. From recording artists and performing groups to prominent directors and production companies, Ethiopia’s creative voices are achieving greater recognition both locally and globally.
However, along with this surge in artistic output and commercial opportunities has come increased challenges around organizing the various sectors and facilitating connections between talented creatives seeking work and industry professionals in need of their skills. As in many developing markets, Ethiopia’s cultural industries have traditionally lacked centralized systems to efficiently match supply and demand for professional talent. This has resulted in hurdles for both aspiring creatives trying to break into the industry, as well as established companies struggling to scout and hire viable candidates, especially for time-sensitive projects like films, music videos, commercials and more.
It is within this context that entrepreneurs Anteneh Girma, 31, and Alehagn Tefera, 30, conceived of Creative Portal - an online platform envisioning transforming how Ethiopia’s film, television, photography, modeling and broader entertainment industries connect with professional talent. Creative Portal seeks to drive new efficiencies while developing untapped potential across the creative economy by providing a centralized digital marketplace linking creatives directly with opportunities
“Our website, www.creativeportal.et, aims to connect talented creatives in Ethiopia's entertainment sector. Even for those who have the desire and skills to enter this field, finding opportunities can be challenging. Creative Portal helps sell their talent through registration and profile creation on our site,” Anteneh told BirrMetrics.
The idea for Creative Portal was born out of Anteneh’s extensive background working within Ethiopia’s media industries. With an experience of over 7 years in photography and video production, he had experienced firsthand the inefficiencies that result when talented creatives lack viable pathways to meaningful work, and producers are left without structured avenues to source qualified candidates at scale.
“It was really a problem I dealt with constantly - how do I find professional models, actors, photographers and other artists with the right skills and experience when needed?” explains Anteneh. “Especially for smaller companies and independent projects, the traditional agencies were often too expensive or unavailable to meet our casting needs.”
At the same time, Anteneh saw waves of enthusiastic young Ethiopians entering creative fields like photography, filmmaking and design through self-study online or short educational programs - yet with few reliable mechanisms to transition those skills into sustainable careers. “The desire and raw talent was clearly there in abundance, but without industry connections it was very difficult for these creatives to get that first big break,” he notes.
It was this dual-sided challenge of accessible talent sourcing on one hand, and opportunity seeking for ambitious new creatives on the other, that sparked the conceptual framework for Creative Portal. The founders want to streamline an industry traditionally hampered by lack of transparency and organization.
Partnering with experienced web developer, Anteneh launched Creative Portal’s minimum viable product website in early 2023. An initial outreach campaign spread awareness of the new platform among existing contacts in Addis Ababa’s photography, modeling and film circles. Word-of-mouth quickly drove the first wave of hundreds of creatives to sign up, populate profiles and make their services visible to potential clients.
So far, the startup has registered over 1000 creatives. However, they paused further signups based on advisor recommendations. The plan is to register an additional 15,000 creatives over the next three years, growing their creative talent base significantly. They also aim to boost their client base, with a plan to onboard over 1000 companies seeking new talent in the same period.
“Before adding more members, we want to ensure opportunity matches supply through verified job postings. This maintains users' trust in our ability to facilitate real work connections,” Anteneh says.
Presently around four companies like Abyssinia Photographers have listed positions. For example, they're hiring graphic designers and video editors.
“It was clear right away there was huge untapped demand for a centralized marketplace,” notes Anteneh. “Even in those initial months, we were facilitating meaningful connections and job placements that would have been much more difficult through informal networks alone.”
To better serve the spiking interest, Creative Portal expanded its team of customer support representatives and vetting agents. Strict profile verification processes now ensure only qualified professionals gain full access to networking tools and direct employer messaging. Comprehensive talent databases segmented by region and skills are continually optimized to streamline searches.
While registration and basic user features remain free to attract maximum members, Creative Portal seeks to launch paid subscription tiers for businesses.
“Our goal has always been to establish a true ‘one-stop-shop’ for Ethiopia’s creative industries,” outlines Anteneh. “A centralized hub offering end-to-end solutions that drive maximum efficiency for all stakeholders.”
To maintain affordable services, especially beneficial to smaller producers, Creative Portal’s founders have opted for limited commission-based models. Standard listings and job placements incur 5-10% fees, with negotiations for bulk hiring needs on a case-by-case basis.
Physical expansion is also a priority, including establishing an on-site professional training studio within the next 3 years. The facility aims to foster practical skills development while further cementing Creative Portal as a hub for the sector. Long-term visions include international partnerships and export of the platform model to other markets.
One major challenge has been dispelling doubts around proper treatment of creatives - priorities Anteneh and the team address proactively. “Especially in parts of the country without strong regulatory standards, there is an understandable fear that talented youth may be exploited,” he acknowledges.
Another challenge was addressing skepticism around ethical treatment, especially regarding casting calls. Timely payment issues also impacted trust, which they are resolving through standardized contracts, according to Anteneh.
“Suppliers similarly doubted our ability to connect high-performing talent. But comprehensive contracts should alleviative reliability concerns,” he said.
Creative Portal's early success motivated Anteneh and his business partner to broaden their impact. Within 3-5 years, they aimed to establish an on-site professional studio and training program.
"So many young people possess enthusiasm and natural gifts, yet lack cultivation," remarked Anteneh. He envisioned apprenticeships imparting technical skills alongside valuable networking opportunities.
