MALFAME is a family-run film and audiovisual production company founded with the mission to highlight social margins by focusing on territories that often carry bad reputations but are transforming into creative epicentres. Co-founded by Walid Bekhti, Sherianne Leïla Bekhti and Yannis Zaccharie Bekhti, we produce innovative and culturally significant content, ranging from films and series to music videos and contemporary art.
The company is known for projects like “After the Sun,” a film about an Algerian family in the late 80s (France, Belgium, Algeria), and “What Else Grows in the Palm of your Hand” an a fiction set in Morocco (Belgium, Morocco). MALFAME’s work often challenges traditional narratives and aims to give a voice to overlooked or marginalized communities, earning recognition at prestigious festivals such as the Quinzaine des Cinéastes at Cannes Film Festival, Cinéma du Réel, Bruxelles Short Film Festival or FIFF Namur. We are now based in Brussels, Paris and Algiers. We are part of Academy André Belvaux, European Film Academy, UNIFRANCE and SPI. In 2024, we were selected at Locarno Match Me.
What about the audiovisual sector ?
In Europe, the audiovisual sector is one of the fastest-growing industries, driven by digital innovation and cross-border collaboration. European countries are increasingly focused on producing content that resonates both locally and globally, with the support of initiatives like the European Union’s Creative Europe program, which funds projects and promotes cultural diversity. The rise of streaming platforms has further fueled demand for European stories, while technological advancements, such as virtual production and AI, are transforming the industry. Festivals like Cannes, Berlin, and Venice play a crucial role in showcasing European talent and content.
In Brussels, the heart of Europe, the audiovisual sector is particularly dynamic. The city is home to major European institutions and organizations that shape audiovisual policy and support cross-border collaboration. Brussels is also a hub for co-productions, with its central location attracting international filmmakers and producers. The Brussels International Film Festival (BRIFF) and other local festivals promote both established and emerging talent. The city’s thriving creative scene is further supported by funding mechanisms like the Belgian Tax Shelter, which has made Brussels an attractive destination for film and television production, as well as innovative digital media projects.
What about economic transition in your enterprise ?
At MALFAME, our approach to economic transition is centered on embracing sustainability, digital innovation, and diversification. We are actively integrating more eco-friendly practices in our production processes, reducing our carbon footprint by adopting digital workflows and minimizing resource usage. Additionally, we are investing in emerging technologies like artificial intelligence and virtual production to streamline operations, enhance creativity, and increase cost-efficiency.
We are also focusing on diversifying revenue streams by expanding into new markets, such as the Middle East, and developing content for various platforms, from traditional cinema to streaming services and digital media. Our commitment to economic transition is also reflected in our collaborations with partners who share our values of innovation, sustainability, and inclusivity, ensuring that our business model remains adaptable and future-proof.
How do you differentiate yourself from competition?
At MALFAME, we differentiate ourselves from the competition through a unique blend of social impact, artistic innovation, and cultural storytelling. Our focus on highlighting marginalized voices and overlooked territories, transforming them into creative epicenters, sets us apart in the film and audiovisual industry. We produce content that not only entertains but also fosters deeper social reflection and cultural diversity, making our projects resonate with audiences globally.
Additionally, our integration of cutting-edge technologies, such as artificial intelligence and virtual production, enables us to stay at the forefront of innovation, while maintaining cost-efficiency and creative flexibility. Our strong international presence, with offices in Paris, Brussels, and Algiers, and expanding into the Middle East, allows us to work across diverse markets, catering to a broad audience while maintaining our artistic integrity.
Collaborating with partners who share our vision of sustainability, inclusivity, and cultural relevance, we consistently deliver content that breaks traditional boundaries, making MALFAME a distinctive and forward-thinking player in the industry.
Why Brussels?
We chose Brussels first because we felt in love with this city and with her people. Few years ago we producer Maja Ajmia Yde Zellama, a young talent now leading the new creative generation, and it was such a discovery to see how creatives are free here that we wanted to start a new chapter here.
Also, As one of our key locations for several strategic reasons. Firstly, Brussels is the heart of Europe, offering a unique central position with easy access to multiple international markets, which allows us to collaborate across borders and tap into a diverse talent pool. The city’s strong cultural scene, coupled with its multilingual environment, makes it an ideal hub for creative industries like film and audiovisual production.
Brussels is also home to important European institutions, which gives us access to EU funding programs and co-production opportunities, such as Creative Europe, that support artistic and cultural projects. Additionally, the city’s growing reputation as a hub for innovation in media and technology aligns with MALFAME’s commitment to integrating cutting-edge digital tools, such as AI and virtual production, into our work.
Overall, Brussels provides a rich, dynamic environment that nurtures creativity and fosters international collaboration, making it a perfect base for MALFAME’s growth and expansion into the European and global markets.
Why hub.brussels?
We chose hub.brussels as a key partner because of its comprehensive support for businesses aiming to grow and expand in the European and international markets. As a central platform for entrepreneurship and innovation in Brussels, hub.brussels offers invaluable resources, including strategic advice, networking opportunities, and access to European funding programs that are critical for a creative industry like ours.
The organization’s expertise in guiding companies through the complexities of international markets aligns perfectly with MALFAME’s vision of expanding our global reach, especially as we aim to strengthen our presence in Europe and the Middle East. Additionally, hub.brussels promotes sustainability and innovation, two core values that we integrate into our production processes and content creation strategies.
By partnering with hub.brussels, we gain not only logistical support but also a powerful network of creative and business professionals, helping us solidify our position as a leader in the audiovisual sector while staying connected to the vibrant Brussels entrepreneurial ecosystem.
Which services?
Through hub.brussels, we benefit from key services that support MALFAME’s growth, including
- Business Development : Strategic guidance on entering new markets, particularly in Europe and the Middle East.
- Networking : Access to a broad network of local and international partners and creatives.
- Funding Support : Insight into European grants and financing opportunities like Creative Europe.
- Workshops : Training on innovation, sustainability, and international marketing.
- Trade Missions : Opportunities to explore new markets and connect with potential partners.
These services help us scale our projects and expand globally.
Did you received “My Welcome Package”?
Yes, we received the “My Welcome Package” from hub.brussels, which provided us with essential resources and guidance for establishing and growing our presence in Brussels. The package offered valuable insights into the local business environment, networking opportunities, and access to support services, helping us integrate smoothly into the vibrant Brussels entrepreneurial ecosystem. It has been a great starting point for our expansion and collaboration efforts.
What are the next steps for you ?
The next steps for MALFAME involve expanding our international presence and deepening partnerships in Europe and the Middle East, particularly in emerging markets like Saudi Arabia. We plan to advance key projects, focusing on digital innovation through AI and virtual production, while continuing to produce culturally impactful content. Strengthening collaborations with partners like hub.brussels, securing additional funding, and promoting sustainability and inclusion in our work are central to our strategy. These initiatives will enable us to further scale our operations and reinforce our position in the global audiovisual industry.
