Leston Wolher is building Dodoman Media with money earned from employment, hoping to turn Namibia’s creative talent into sustainable businesses while continuing to pursue public-interest journalism, sometimes at his own expense.

Wolher says Namibia has no shortage of creative talent, but photographers, filmmakers, editors and digital creators often struggle to access equipment, paying clients and platforms to develop their careers.

Through Dodoman Media, he wants to bridge that gap with professional production services and, eventually, original Namibian content.

“I identified a gap between the creative talent we have in Namibia and the opportunities available to that talent,” he said. “We should not only be consumers of international content. We must also become producers, distributors and owners of our own stories.”

His journey began in 2011, when he bought his first camera, a Canon 1100D, using money from his student bursary. His interest developed into a career in journalism, production and digital media.

After interning at One Africa Television in 2013, he worked as a journalist, cameraman, video editor, online producer and social media manager.

Building the company has required financial sacrifice. Wolher used his employment income to buy equipment and develop his skills while balancing a regular job with the time and money needed to grow the business.

Production expenses extend beyond cameras to software, storage, transport, maintenance, internet access and additional crew. Projects can require hours of planning, filming, editing, and revisions, costs clients may overlook when they see only the final product.

“Passion is important, but passion alone does not finance a business,” Wolher said.

“You need discipline, financial planning, relationships with clients and a clear understanding of the market.”

Dodoman Media earns income through photography, videography, corporate productions, event coverage, podcast production, livestreaming and digital marketing. The work covers operating costs and collaborators, but irregular projects and late payments make cash flow unpredictable.

Wolher said small media businesses need recurring clients, proper contracts, deposits, and working capital to survive periods with limited projects. He is also exploring funding opportunities to expand production capacity and develop original programming.

For Wolher, growth must create openings for other Namibians. Productions may require camera operators, sound engineers, editors, graphic designers, presenters and production assistants. Smaller companies may not employ all these professionals full-time, but project-based collaboration can provide freelancers with paid assignments and experience.

He wants Dodoman Media to build a network where creatives can strengthen their portfolios, develop professional relationships and access future work. Wolher did not provide a total number of freelancers who have benefited, saying he wanted to distinguish accurately between permanent employees, project contractors and people reached through training or other collaborations.

Alongside the business, Wolher continues to pursue journalism because he believes some community and public-interest stories deserve attention even when they attract no funding. Through independent content and work associated with The Realm of Les, he explores community issues, public affairs and conversations he believes Namibians should be having.

Reporting without a commission can leave journalists paying for transport, data, research and production. Time spent on an unpaid investigation is also time that could have gone to commercial work.

“I do not believe that journalists should be expected to work for free simply because their work is socially valuable,” he said.

“Public-interest journalism deserves financial support.”

Wolher believes commercial production can support independent storytelling, provided revenue doesn’t compromise editorial independence.

He wants a business that can pay its bills, compensate collaborators and support his family while making room for journalism that serves the public.

He is calling for accessible financing, business-development support and more opportunities for local production companies to secure commercial contracts. He wants investment in equipment and infrastructure, along with training in financial management, pricing, marketing, and intellectual property.

His long-term vision is for Dodoman Media to grow beyond contract production into a Namibian-owned media house producing documentaries, podcasts, cultural programming and community reporting for audiences at home and abroad. He also hopes to explore a digital media platform, which would require investment in production and distribution.

“My ambition is not simply to own a successful media company,” Wolher said.

“It is to help build an environment in which other Namibians can succeed through the opportunities that company creates.”

-isipunga@nepc.com.na

Caption 1: Filming… Leston Wolher films children at a community playground, using his skills behind the camera to document people and everyday experiences.