The art industry demands comprehensive efforts of actors and statesmen as it is sensitive and touchy sector that navigate the fate of the nation. Indeed there are numerous multimedia issuing license and engaging in the sector however their national stewardship and social responsibility remain in question. Most of the time, producers put emphasis in the hustling of money than providing the nation with vicarious learning. Nonetheless, it might be also a hasty generalization to conclude in such a way since it is also of paramount importance to investigate achievements of certain multimedia registering glittering success on the sector. Though the primary objective of companies is to be competent in the business arena, it is an undeniable fact that there are some that appeared to be beacon of light for those crawling the toil.
Be it as it may, there are some multimedia discharging responsibilities based on tenet of professionalism and serving the nation and themselves adhering to principles.
Here it would be counterproductive to mention some of the firms that travelled lucrative distance in the sensuous beauty sector.
Tonetor Eteal Trading Pvt. Ltd. has been operating in theatre, film issuing licence from relevant authorities ever since its inception. The Company has ample experience in printing and publishing books and making various secular and spiritual video productions, producing theatres, films, musical works and radio and television dramas. It is an organization that is designing and working on projects that can benefit the country and society in the future.
According to Mesay Admasu, General Manager of Tonetor Eteal Multimedia, in collaboration with different relevant authorities and other stakeholders, The Tonetor Eteal Multimedia is currently working on various art works by inviting different artists including young and new poets.
The other area in which the company engaged in is the production of documentary films which is an art form that one can explore country’s history, culture, religion and other different social values and has great impact for generation to come depicting yesterday and building tomorrow. Especially for countries like Ethiopia, which are multi-cultural, multi-religious, and which have travelled chronology for the most known human history, documentaries are a unique artistic tool – for the diverse nations to introduce themselves, their culture, and their religious values to others and record their history and prepare it for the posterity.
“Our company, Tonetor Eteal Trading Pvt. Ltd., has been doing an unimaginable job in shaping, recording and preserving our social values that have been steadfast for centuries in different destinations in every corner of our country.”
According to documents, the film industry was introduced to Ethiopia almost a century ago and movies were introduced during the aforementioned time span. It is obvious that the world’s leading film industries have contributed a lot for the wellbeing of nations. Especially, two of the world’s biggest film industries (producers) have done a great deal of job in shaping their history and culture over the centuries. Thus, if multimedia scale up best practices from renowned movie industries, they can inscribe fingerprints for the overall development of the country and betterment of the society.
“In the concurrent world every now and then it is not uncommon to watch science fiction movies that predict the destiny of the earth we live in. In this sense, our country Ethiopia is the owner of a never-ending history, a never-ending culture. However, most of the time our history and culture is the central subject matter of our films and albeit not displayed to that vigour. Our company Tonetor Eteal is making great efforts to ensure that the content of the films it produces have a national theme and emphasize the cultural and religious values of the diverse society living in the every corner of the country. We are fully hopeful that we will bring a big change in the film market of our country in the coming years.”
The company is also organizing different art programs cognizant of the fact that there are more and enormity of cultures and events supposed to be organized in the metropolis. Much art is produced beyond the popular and widely accessible. However, there are very limited numbers of formal art evenings that have a fixed time and place and operate with a large amount of capital. Art programs are feasts which present a band of several arts that are self-contained and can stand alone at a common table and invite the audience and art lover to enjoy. As the arts are very volatile and edible by their nature, it is believed that it will have a feast when they have a limited time and time to gather. Especially, in terms of satisfying the needs and feelings of the majority of the audience, art events that include many arts are very preferable. Tonetor Eteal has been working in this field for many years and one of the mentioned programs is the main “Lefe Wolefe” art program.
The other area the company engaged in is promoting cultural events which is mostly designed to entertain. Those are events of some significance related to some art form, culture or values. These events aim to spread cultural themes. These can refer to various arts such as art, music, photography, literature, etc.
In addition inauguration of cultural centres is the other focus: Graduation ceremony of any centre that has direct connection with culture. It mainly focuses on the open spaces of museums, art centres, dance schools, etc.
Moreover the Company also paves the way for the development of Poetry. Veteran and young poets will present their works at each stage. This is a platform for veteran poets to present their works that have many social benefits and to educate the community, and for new and young poets to introduce themselves and their works.
Discourse is also the other area organized by the company. The discourse is an educational one on a specific topic and is a serious program presented by scholars or professionals who are directly related to the chosen topic. The subjects focus on the basic points that should unite us as a society in diversity and, aim to create a common imagination and understanding.
The company also facilitates different national programs that express the culture of different ethnic groups and traditional music made in their own language as well as other modern songs with social significance.
BY NAOL GIRMA
THE ETHIOPIAN HERALD WEDNESDAY 27 DECEMBER 2023
