Youssou Ndouremblematic figure of Senegalese music and former minister of Culture, recently shared his concerns about the economic challenges facing his press group, the Future Media Group (GFM). In an exclusive interview with L’Observateur this Saturday, November 2, 2024, the artist drew up a picture of the financial obstacles which threaten the balance of his business, despite his fame and popularity in the Senegal.
Founded with the vision of boosting the employment sector in Senegal, GFM is not limited to a traditional media company. “GFM is a platform that we have set up to create jobs”explains Youssou Ndour. The group, which today employs nearly 700 peopleaims to strengthen the media industry in Senegal while being a player in economic and social development. However, this objective faces structural financing challenges, in particular a notable decrease in advertising revenues.
Youssou Ndour underlines the capital importance of advertising revenue for the survival of GFM. “If those who are supposed to buy the ads don’t do it, how do we get out of this? »he asks, reflecting the urgency of the situation. This drop in advertising revenue, far from being an isolated problem, is a phenomenon that affects all media. However, it has a particularly heavy effect on a platform like GFM, which requires investments in infrastructure and salaries to maintain its activities and maintain its innovative role in the Senegalese media landscape.
For Youssou Ndour, originality and creativity are fundamental elements that make GFM a unique initiative. “This television was created by artists”he recalls, evoking the innovative character of the group from its beginnings. He says he places great importance on innovation in programs, an objective closely pursued by the director of programs, Boubacar Ndour. “Innovate, be copied but never equaled” : this is the guideline of GFM, which strives to offer distinctive and quality content to its viewers.
Despite the scale of his projects, Youssou Ndour tempers preconceived ideas about GFM’s financial resources. “Contrary to what people think, we don’t make a lot of money,” he explains. The economic viability of the group, between necessary investments and salaries to be paid, is far from assured. Financial challenges make the mission all the more complex for the artist-entrepreneur, who must deal with a difficult economic reality while remaining faithful to his ideals of creation and social contribution.
Faced with these challenges, Youssou Ndour, however, remains determined. His commitment to GFM demonstrates his commitment to advancing Senegal through media and culture. If the situation requires strategic reflections from him to adapt his economic model, the artist seems ready to continue his fight to maintain and develop this press group which he considers as a project of the heart and the future.
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