From Lagos to Cape Town: Does Africa's Creative Industry Hold the Key to the Continent's Global Relevance?

Across Africa, a new wave of artists, musicians, filmmakers, designers, and entrepreneurs are increasingly dominating the global stage. The attention received is redefining Africa as a continent of boundless opportunities and offering new narratives for what being African means. In pushing boundaries, challenging conventions, and creating art that is both deeply rooted in African traditions and boldly innovative, the creative industry has become a powerful economic engine.  

A PwC report notes that Africa’s creative industry outpaced the 2023 global average revenue growth of 5%, with Nigeria leading at 15%, followed by South Africa at 11.7% and Kenya at 5.8%. Over the next five years, revenue in South Africa is expected to grow from US$16.1bn to US$19.8bn, Nigeria from US$9.0bn to US$13.6bn, and Kenya from US$3.8bn to US$4.8bn. According to  UNESCO, the cultural and creative industries (CCI) in Africa generate over $4 billion each year and could potentially bring about US$20 billion in yearly revenues and create more than 20 million jobs. With the right investment and support, the creative industry could become a major driver of economic growth and job creation across the continent.   

Nollywood, which is the second largest in the world, already produces about 2500 movies each year and generates millions of dollars in revenue. In Kenya, South Africa, Tanzania and Nigeria, music stars are playing a crucial role in shaping perceptions of the continent through the export of afrobeat and Amapiano. 

At this year’s Mount Mother Land summit, one of the panel sessions explored the evolving landscape of this creative industry, focusing on the complex relationship between the continent and its diaspora.  The discussion revealed a powerful shift in perception, with African creatives increasingly asserting their own narratives and forging collaborations within the continent and across the diaspora, rather than solely seeking validation from established Western institutions. 

There was however a concern that lack of trust continues to hinder investment, collaboration, and ultimately, the flourishing of African creativity. Co-creator of Iwaju,  Hamid Ibrahim illustrated this point with a thought-provoking scenario: if given $10 million to invest in creative projects, would individuals choose to support initiatives within Africa, Europe, or North America?  The consensus suggested a stark disparity, with significantly less trust placed in African ventures, despite the continent's rich resources and creative talent. 

Ibrahim noted that “Nigeria currently is dealing with an institutional collapse in the creative industry and one of the reasons for this is currency instability and unreliable shipping network, which further compound the ease of doing business while Founder of Lẹ́wà Market, Anthony Azekwoh pointed out that exploitation further fuels distrust and hinders sustainable growth.  The appropriation of African culture and trends by Western industries was also mentioned, highlighting the ongoing struggle for African creatives to own their narratives and reap the benefits of their own creativity. 

This conversation which also included Fashion model and Presenter, Hayaat Kagimu, underscored the importance of creating spaces for open dialogue where these complex issues can be addressed.  These platforms provide vital opportunities for fostering connections, challenging existing biases, and driving change. In taking Africa’s creative industry forward, the role of the diaspora emerges as a central theme with concerns about the level of genuine connection, commitment, and tangible action from investors interested in the creative industry. The growing demand for African content around the world, the increasing availability of technology, and the growing recognition of the economic potential of the creative industry all point to a bright future for African creativity. The creative industry is already a source of immense pride for the continent, but it remains to be seen if this can be further harnessed towards driving cross-cutting economic growth and regional integration.  

 By Zainab Sanni