At the Joburg Film Festival on Thursday, the international Emmy-nominated South African company Both Worlds announced a partnership with Atlanta-based Freeli Films to co-produce premium microdrama series and feature films.
The films are set to be filmed in South Africa and various locations across the continent, including the U.S. Both companies emphasised that their content will primarily cater to South African, broader African, and American audiences, with the intention of reaching global viewers thereafter.
Taye Diggs, who has previously collaborated with Freeli Films on the romantic drama “Another Man’s Wife”, has been cast in the inaugural projects of this partnership. The co-productions will feature the U.S. actor alongside established talent from South Africa and the African continent.
Freeli Films, led by CEO J. Carter, is dedicated to spotlighting Black narratives and talent in both on-screen and off-screen roles. The company is determined to establish Black-led drama as a central part of the microdrama movement, leveraging its connections with prominent U.S. talent.
With nearly 30 years of award-winning production experience, Both Worlds brings a rich legacy of African storytelling to the table, alongside robust distribution channels. Their collaboration with Freeli Films will serve as Amazi’s flagship international offering, a new content brand and production entity launched by Both Worlds to create original short-form content tailored for African audiences. This initiative will initially focus on South African productions and gradually expand across the continent.
Amazi’s slate will feature local languages and talent in hyperlocal African series, as well as premium English-language projects in collaboration with international partners like Freeli Films. The strategy to distribute this content will hinge on partnerships with major mobile operators in Africa, tapping into the continent’s vast mobile audience of over a billion viewers. This often-overlooked demographic positions Africa as a key player in the burgeoning microdrama sector, which is anticipated to generate $26 billion in annual revenue by 2030.
The collaboration with Freeli Films is the first of several international co-production agreements that Both Worlds plans to establish under the Amazi brand, as it aims to build a diverse global portfolio alongside its African-language originals. Both Worlds commenced its production of microdramas in November 2025, spearheaded by executive producer Flavia Motsisi and veteran head writer Karen Jeynes.
Flavia Motsisi, who will lead a microdrama panel on March 5 at the JBX market, has been appointed as Amazi’s chief creative officer. Motsisi expressed, “Africa has an abundance of dynamic and compelling stories. However, there has been a lack of formats that resonate with how Africans consume content—on their phones, in their languages, and reflecting their everyday lives. Amazi aims to fill that gap. Our partnership with Freeli Films is founded on the shared belief that representation is not merely a nicety; it is integral to the foundation of our work.”
Thierry Cassuto, executive chairman of Both Worlds, stated, “Our decision to partner with Freeli Films stems from a shared vision: the importance of ensuring that the audience we create for sees itself authentically reflected on screen. Africa possesses remarkable talent, both in front of and behind the camera, which has yet to be fully recognised globally. Amazi is the platform designed to change that, and Freeli is the perfect partner to elevate our efforts.”
“We view our partnership with Both Worlds as more than just a collaboration; it’s a strategic bond anchored in cultural integrity and scale,” commented Freeli Films CEO J. Carter. “We are committed to meeting Black audiences where they truly are, rather than where the industry expects them to be. This means crafting microdramas and feature films that genuinely resonate with their lives, aspirations, and global impact. Recognising the significance of African and African American audiences is not a niche approach—it’s the future of storytelling. By investing in narratives that honour the depth and richness of African experiences, we are not just expanding markets; we are shaping a legacy.”
The Joburg Film Festival is running from March 3 to March 8 in Johannesburg, South Africa.
