AFDA

What AFDA does

AFDA is a private, for-profit higher education institution founded in 1994 in Johannesburg, South Africa, by Garth Holmes, Bata Passchier, and Deon Opperman. Operating under the brand 'The No. 1 School for the Creative Economy in Africa,' AFDA delivers accredited Higher Certificates, three-year undergraduate degrees, and postgraduate qualifications across five South African campuses in Johannesburg, Cape Town, Durban, Gqeberha, and Hatfield (opening 2026). Its academic portfolio spans Motion Picture Medium, Live Performance, Creative Writing, Business Innovation & Entrepreneurship, and Radio & Podcasting, supplemented by short courses in micro-drama storytelling and assistant directing.

AFDA's pedagogical model is project-led and experiential rather than exam-based, delivered through a hybrid on-campus and digital platform. The institution has no proprietary technology stack of consequence; its core technology is its pedagogical framework, supported by a self-serve digital application portal (apply.afda.co.za), an alumni platform (alumni.afda.co.za), and a CILECT-enabled international exchange network. AFDA's competitive differentiation rests on its 8,500+ alumni network embedded across 325+ feature films and 320+ TV/streaming productions, 30 years of brand equity, and an award track record including a Student Academy Award and a Cannes Lions Grand Prix.

Revenue is generated almost entirely through tuition fees billed annually per programme, ranging from R89,700 for one-year Higher Certificates to R123,950 per year for BA Honours degrees. A R1,950 one-time registration fee supplements top-line revenue. The go-to-market motion is direct-to-consumer through the institution's own website, social media (Instagram, TikTok, Facebook, Spotify podcast), alumni referrals, school counselor partnerships, WhatsApp outreach, and campus open days. Student financing is facilitated through partnerships with Student Hero and FUNDi. The institution served 2,700+ enrolled students and 1,014 graduates in the Class of 2025, supported by 260–280 permanent academic and administrative staff.

Name

AFDA

Legal name

AFDA

Website

http://www.afda.co.za

Company type

Private

Founded year

1994

Operating status

Operating

Headcount range

51–100 employees

Short description

AFDA is a private South African higher education institution operating across five campuses, offering accredited degrees and certificates in film, live performance, creative writing, and business innovation to over 2,700 students, with revenue generated entirely through tuition fees and an 8,500+ alumni network embedded in the creative industries.

Ownership category

akta.pro rank

Product category

Higher Education — Creative Arts and Film Studies

NAICS

Colleges, Universities, and Professional Schools (6113), Fine Arts Schools (611610), Professional and Management Development Training (611430)

SIC

Services-Educational Services (8200)

akta.pro primary industry

Film, Television & Media Arts Colleges (EDAHAJAE)

akta.pro secondary industry

Animation, Game Art & Digital Arts Colleges (EDAHAJAI)

Keywords

• Film school education
• Creative arts degrees
• Higher certificate programmes
• Postgraduate film studies
• Performing arts training

Headquarters

HQ city

Johannesburg

HQ country

South Africa

HQ region

Africa

Offices5 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure, Others

Revenue model

1. Tuition Fees - Higher Certificates: One-year foundation programmes in Film/TV/Entertainment Production, Performing Arts, and Radio & Podcasting, each priced at R89,700 per year for 2026. These programmes serve both as entry points to degree studies and as exit-level qualifications for industry assistant roles.
2. Tuition Fees - Undergraduate Degrees: Three-year undergraduate degree programmes including BA Motion Picture Medium (R123,950), BA Live Performance, Bachelor of Creative Writing (R110,000), and BCom Business Innovation & Entrepreneurship (R96,500). Annual tuition charged per academic year.
3. Tuition Fees - Postgraduate Degrees: Postgraduate programmes including BA Honours in Motion Picture Medium and Live Performance (R123,950 at Gqeberha), Postgraduate Diploma in Innovation (R108,750), and Master of Fine Arts (R61,200 per year for 2 years).
4. Registration Fee: One-time registration fee of R1,950 required to secure a place at AFDA upon acceptance.
5. Short Courses: Short-format programmes such as the Vertical Micro-Drama Storytelling course (4-week hybrid programme) and 1st Assistant Director course (6-week online), offered as continuing education products.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels8 records

Core offering

AFDA is a South African higher education institution that delivers accredited, tuition-based creative arts programmes across five campuses: Higher Certificates (1-year foundation), undergraduate degrees in Motion Picture Medium, Live Performance, Creative Writing, and Business Innovation, and postgraduate programmes (BA Honours, Postgraduate Diploma in Innovation, MFA). It supplements degree programmes with short courses such as Vertical Micro-Drama Storytelling and 1st Assistant Director, and operates an alumni network spanning more than 8,500 graduates active across film, television, and live production.

Product overview

AFDA is an educational institution offering a portfolio of creative economy programmes across five campuses in South Africa. The institution operates a platform-plus-modules architecture with three main programme tiers: Higher Certificates (1-year foundation programmes providing entry to degree studies and industry assistant roles), Undergraduate Degrees (3-year programmes in Motion Picture Medium, Live Performance, Creative Writing, and Business Innovation), and Postgraduate Programmes (Honours, Postgraduate Diploma, and Master's degrees). Short course modules like Micro-Drama Storytelling are offered as supplementary programmes. The curriculum integrates emerging technologies including Augmented Reality, Mixed Reality, Virtual Reality, and Artificial Intelligence to prepare graduates for the evolving creative industries.

Differentiator

Problem solved

Functional benefit

Brands

• AFDA Alumni Community: Official alumni network platform for AFDA graduates providing career connections, mentorship, and industry opportunities
• AFDA Film School

Products and services

• Higher Certificate in Film, Television & Entertainment Production A 1-year foundation programme equipping students with basic practical skills for assistant positions in the entertainment industry, covering technical and production aspects of filmmaking. Students progress to degree studies or exit as industry-ready assistants.
• Higher Certificate in Performing Arts A 1-year foundation programme focusing on technical experience and knowledge of the performance industry at assistant level, including practical training, acting techniques, and theatre production.
• Higher Certificate in Radio & Podcasting A 1-year programme providing foundational technical experience in studio and field recording, producing live and recorded programmes for transmission, and functioning optimally in a studio environment.
• Bachelor of Arts in Motion Picture Medium A 3-year full-time degree programme focused on film and television production, training the next generation of filmmakers and screen industry professionals.
• Bachelor of Arts in Live Performance A 3-year degree programme developing performers, directors, and creative practitioners for the live performance industry including theatre and music.
• Bachelor of Creative Writing A 3-year degree programme developing writers for various formats including screenwriting, television series writing, short stories, plays, and documentary writing.
• Bachelor of Commerce in Business Innovation & Entrepreneurship A 3-year project-based degree designed to build capacity for digital transformation and entrepreneurial skills, covering Augmented Reality, Mixed Reality, and Virtual Reality technologies.
• Bachelor of Arts Honours in Motion Picture Medium A 1-year postgraduate programme focusing on research-led and practice-led research for advanced filmmaking skills across disciplines including screenwriting, directing, producing, cinematography, and visual effects.
• Bachelor of Arts Honours in Live Performance A 1-year postgraduate programme developing innovative research, origination, production, and distribution of entertainment concepts with specialisations in acting and music performance.
• Postgraduate Diploma in Innovation A 1-year full-time programme providing education in convergence of business and technological innovation, equipping students to identify business opportunities and launch ventures using new technology.
• Master of Fine Arts in Motion Picture Medium A 2-year part-time master's programme offering mature students opportunity to master creation and monetisation of feature-length narratives with research-led and practice-led approach.
• Vertical Micro-Drama Storytelling Short Course A 4-week short course covering story development, digital production practice, and platform-native storytelling for vertical video content on mobile-first platforms such as TikTok, Instagram, and YouTube Shorts.
• 1st Assistant Director Short Course A 6-week online short course training aspiring first assistant directors in film and television production.

Quantifiable outcome

• 96 SAFTA Awards won since 2020
• +6 more outcomes

Named customers7 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Six partnerships are on record, tiered core, major and minor.

• CILECT (The International Association of Film and Television Schools)coreStrategic or Co-development PartnerAFDA is a full member of CILECT, the International Association of Film and Television Schools. This membership provides AFDA students and alumni the opportunity to transfer or continue their studies at any of the 180+ CILECT member film schools around the world, including UCLA, TISCH (NY), Chapman University, London Film School, La Femis (Paris), and Beijing Film Academy. AFDA's Film Chair also serves on CILECT's Standing Committee on Ethics, Diversity, and Inclusion (SCEDI).
• FAME Week AfricamajorStrategic or Co-development PartnerAFDA renewed its partnership with FAME Week Africa for the third consecutive year, strengthening its role in shaping the future of Africa's entertainment and creative sectors. FAME Week Africa is a major entertainment industry event platform.
• Student HeromajorChannel Partner/ Reseller/ DistributorStudent Hero is a free consulting service for funding of tertiary education. AFDA recommends students use Student Hero to research and apply for study loans. Student Hero works to keep pace with available funding options and prerequisites to ensure education delivery without financial burden.
• FUNDIminorChannel Partner/ Reseller/ DistributorFUNDI is an alternative study loan provider recommended by AFDA to students who may need financing for tuition fees. Students can apply directly through FUNDI's platform or visit a branch.
• Controluce / Italian Film FocusminorStrategic or Co-development PartnerAFDA has a long-standing partnership with Controluce supporting the annual Italian Film Focus at the Labia Cinema in Cape Town, including visits from Italian directors, actors, and producers to AFDA campuses.
• NO:ME (Psychometric Assessment Provider)minorImplementation/ SI/ Consulting PartnerNO:ME is an external psychometric consulting company that administers AFDA's entrance exam/assessment for prospective students who do not meet standard entry requirements. The exam is a registered psychometric assessment normed for South African standards.

Scale indicators15 records

Recent moves8 records

Expansion highlights6 records

Direct peers

• National Film and Television School (NFTS): UK's national film school offering postgraduate diplomas and master's in cinematography, directing, producing, and screenwriting. Comparable to AFDA in postgraduate specialisation focus and CILECT membership, with similar project-led assessment model.
• Vancouver Film School: For-profit Canadian film school offering one-year and two-year diploma/degree programmes across film, animation, game design, and performing arts. Closely comparable to AFDA in for-profit structure, applied-creative curriculum, and direct-to-consumer student recruitment model.
• London Film School: Specialist postgraduate film school offering MA Filmmaking and related degrees. Comparable to AFDA's Motion Picture Medium honours/MFA programmes, with a similarly focused creative-economy curriculum and CILECT membership.
• FAMU (Film and TV School of the Academy of Performing Arts in Prague): One of the world's oldest and most prestigious film schools, offering BA, MA, and doctoral programmes across all film disciplines. Comparable to AFDA as a CILECT peer with project-led pedagogy and degree-level film education focus.
• AFTRS (Australian Film Television and Radio School): Australia's national screen arts and broadcast school offering undergraduate and postgraduate degrees. Comparable to AFDA in CILECT membership, postgraduate specialisation (Honours/Master's), and motion picture plus live performance scope.
• New York Film Academy: For-profit global film school offering accredited degree programmes across multiple campuses. Directly comparable to AFDA in for-profit status, multi-disciplinary creative arts portfolio (film, performing arts, screenwriting), and project-based pedagogy targeting international creative economy students.
• La Femis (École nationale supérieure des métiers de l'image et du son): France's premier state film school with multidisciplinary film/TV curriculum including directing, cinematography, sound, and screenwriting. Comparable to AFDA in CILECT membership, three-year degree structure, and creative-economy positioning.

Broad incumbents

• SAE Institute: Global creative media education provider offering courses across audio, film, animation, and game development across 50+ campuses. Comparable to AFDA in creative-economy focus and project-based learning, but operates at significantly larger scale and broader scope.

Regional players

• Cape Peninsula University of Technology (CPUT) - Film & Media Dept: Public South African university offering accredited film, media, and performing arts programmes at significantly lower tuition. Comparable to AFDA as a domestic competitor for the same school-leaver pool, with cost advantage from government subsidies.
• University of Cape Town (UCT) - Centre for Film and Media Studies: Top-ranked SA public university offering BA Honours and MA programmes in film/media studies. Comparable to AFDA in postgraduate curriculum and CILECT-adjacent research positioning, with brand prestige advantage in academic credentials.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/afda_filmschool
• YouTubeyoutube.com/@AFDA_Official
• Facebookfacebook.com/afda.filmschool
• LinkedInlinkedin.com/company/45799
• Instagraminstagram.com/afda.co.za
• TikToktiktok.com/@afda.co.za

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about AFDA