Student-led Creative Media Lab to boost graduate employability

The recent launch took place at the University’s Ocean Sciences Campus, where the Lab is also situated.

From left, Shoeshoe Qhu (MDDA CEO),  Prof Pamela Maseko (Executive Dean) and Moipane Malefane, MDDA Board Member. 

Conceptualised and developed by the Faculty of Humanities under the leadership of the Schools of Language, Media & Communication, and Visual and Performing Arts, the Lab was realised in partnership with the Media Development & Diversity Agency (MDDA) and the Economic Development Fund (EDF), with a contribution of more than R1,15 million.

The EDF, established in 2017 and administered by the MDDA, was created in response to findings by the Competition Tribunal, which highlighted persistent exclusionary practices and structural imbalances within South Africa’s media sector.

With this support, the Creative Media Lab responds to the growing need for graduates with practical industry experience by integrating real-world project work into the student learning experience.

What the Media Lab offers

The Lab functions as a staff-mentored agency made up of exit-level (third-year and Honours) students, producing creative content and offering project management services to both internal University clients and external organisations.

Housed in a purpose-built, multi-use audiovisual space, the Lab brings together production, training and client engagement in one environment. Its facilities include a video production and photographic studio, editing suite and production office, all equipped with industry-relevant technology.

Students gain hands-on experience in areas, such as photography, videography, studio production, graphic design, animation, livestreaming, podcasting, project management, public relations and research.

How it works

The Media Lab operates as a self-sustaining initiative, supported through client-funded projects, including commissioned work and the hire of facilities. Students take the lead on short-term, project-based assignments, supported by academic staff with industry experience, with performance assessed through project outcomes, client feedback and reflective learning.

From left, Francois du Plessis (Photography lecturer), Professor Subeshini Moodley (Director of the School of Language, Media & Communication), Dr Jacqui Luck (Deputy Dean), Moipane Malefane, MDDA Board Member, Jamie Peterseil (Visual Arts student), Prof Pamela Maseko (Executive Dean), Sandile Nene, Deputy Director General at Government Communications and Information System (GCIS), Shoeshoe Qhu (MDDA CEO) and Prof Pieter Binsbergen (Director of School of Visual Arts and Performing Arts.

Chairperson of the MDDA Board, Professor Hlengani Mathebula, said the initiative demonstrates the impact of collaboration.

“The MDDA and Economic Development Fund’s contribution to this project, together with the significant investment made by the University, demonstrate what can be achieved through purposeful partnerships. Through the Creative Media Lab, students will gain access to specialised facilities, practical training, and industry-relevant experience.”

Why it matters

The Lab addresses a key challenge facing Humanities graduates, particularly in creative fields, namely limited opportunities to gain industry experience and apply their knowledge in real-world contexts.

Prof Subeshini Moodley, Director of the School of Language, Media and Communication, said the integrated design allows the Lab to function as more than a teaching space.

“The consolidation of these different spaces into a single studio enables the Media Lab to operate as a media agency, drawing on the specialist skills of students across disciplines to produce content for clients from concept to final product,” she said.

For students, the Lab represents more than infrastructure – it offers a sense of belonging and creative identity.

Okuhle Ntshweni.  representing Visual and Performing Arts and Media Studies Honours student, Caitlyn Clark.

“When I arrived in my first year, I did not feel like I had a space to call my own. Seeing others work in dedicated labs made me realise what was missing. The Creative Media Lab changes that. It is not just a room with equipment, but a collaborative space where ideas can be shared and brought to life together,” said Media Studies Honours student, Caitlyn Clark.

Executive Dean of the Humanities Faculty, Professor Pamela Maseko, said the Lab aligns with the University’s broader goal of revitalising the Humanities innovative, practice-based teaching and learning.

“The Humanities Creative Media Lab reflects our commitment to teaching and learning that speaks directly to the demands of the contemporary world of work. It creates a space where Humanities knowledge meets creativity, digital innovation and storytelling,” she said.

“In doing so, we are strengthening the visibility of the Humanities while equipping students with the creative, analytical and digital capabilities required in today’s knowledge and creative economies.”

“The Lab also encourages interdisciplinary collaboration and entrepreneurial thinking, positioning our graduates as both critical thinkers and creative producers ready to contribute meaningfully to society and the world of work.”

Deputy Dean, Dr Jacqui Luck, added that the initiative is transformative across disciplines. “The Lab offers a revitalised learning experience that responds to both local and global industry needs, while providing students with meaningful workplace preparation and mentorship,” she said.

From left, Moipane Malefane, Francois du Plessis, Professor Shelley Barry, Prof Pamela Maseko (Executive Dean), Karen Snyman, David Bester, Sandile Nene, Shoeshoe Qhu and Dr Jacqui Luck  

By combining academic learning with practical application, the Humanities Creative Media Lab positions graduates as both critical thinkers and creative producers, ready to contribute to the evolving media and creative industries.