Kenyan startup Nifty Works is an award-winning creative company, but since its formation in 2013 the way people consume content has changed. Now, with the help of key partners, it is truly transitioning into the on-demand age.
Co-founded by Muthoni Waigwa and Nyatetu Kiragu, Nifty Works recognised the increased demand for digital content in Africa, and the increased usage of digital media across Africa. The company produces audio-visual content including animations, motion graphics and videos, which empowers organisations to build strong relationships with their target market and gain insights for strategic planning.
Previously available on a client basis, the startup has been transitioning into the on-demand age of late. Late last year, it was chosen to participate in Project Bridge, a collaborative project spearheaded by Google, iHub and CcHub, which provided it with the opportunity to connect with talented tech trainees. As part of this, it has been working on the development of a video-on-demand platform, and Nifty Works is now nearing the completion of its MVP – Nwplus TV.
NwplusTV, initially available as a free 24-hour trial prior to paid subscription, offers users access to various types of content, including movies, shows and podcasts, which they can browse and view.
“The platform is tailored to uplift, inspire and bring wholesome, faith-driven content to you,” Waigwa told Disrupt Africa. “Our curated collection of content features heartwarming and motivational movies, shows, documentaries and podcasts, with the aim to provide a refreshing escape from the often-negative news cycle and entertainment landscape.”
The gap in the market, she said, was the plethora of African stories that are yet to be told by Africans with the African perspective.
“The size of Africa and the diverse cultures signifies the wealth of stories yet to be shared with the world. Additionally, we recognised that content creators have a portfolio of work which they desire to be showcased, however they have limited access to the available opportunities shared by our competition such as Netflix, Showmax, and iROKOtv. A content creator who is able to make a living from their art can positively contribute to their country’s economy,” Waigwa said.
Nwplus TV is now in the final stages of development, and commencing testing within a closed group. Having concluded the six-month Project Bridge programme, Nifty Works is self-funding the development through revenue gained from its audio-visual production services.
“Nonetheless, we are in early stages of conversing with potential investors who believe in the vision of the VOD platform and we look forward to establishing long-term investment to increase our reach into different markets of Africa,” said Waigwa.
