The creative economy in Africa is on the brink of a revolution, and the stakes are high. But is the continent ready to seize this opportunity?
Experts predict that by 2030, Africa's creative industries could be generating a staggering $20 billion annually and providing a lifeline to 20 million people in the form of jobs. However, this bright future hinges on addressing the current challenges and implementing the right strategies today.
Ananse Africa, a visionary organization, recently hosted a webinar to delve into this very topic. The event gathered key players from various sectors to discuss how Africa can unlock its creative potential by rethinking the support and development of its talented individuals.
Sam Mensah, the founder of Ananse Africa, shared the platform's evolution from a digital marketplace for African fashion designers to a catalyst for systemic change. As Ananse expanded, it uncovered underlying issues that hindered the success of creatives, such as product quality, digital marketing, logistics, and cash flow management. Even basic operations like packaging and international shipping proved daunting for small designers.
Mensah emphasized the need for a holistic approach, combining skills development, entrepreneurship support, and access to resources and mentorship. This vision materialized with the establishment of the Ananse Center for Design Lagos in Nigeria, in collaboration with the Mastercard Foundation. Ananse's influence now spans six countries, and its impact extends to women's empowerment and youth employment, with 70% of the creatives on its platform being women.
Mwanzia Muinde from Botho Emerging Markets Group shed light on the untapped potential within Africa's creative sector. The sector boasts a young and predominantly female workforce, with over 70% of creatives being under 35 and female. Despite its current valuation of $31 billion, the sector's growth is hindered by a lack of export capabilities and e-commerce understanding. Muinde highlighted that only 15% of creatives are on e-commerce platforms, and the absence of national strategies leaves most creatives without government support.
The disparities in training access were also brought to light, with rural and smaller towns lagging. Lauren England, a senior lecturer at King's College London, echoed these concerns, emphasizing the practical challenges faced by design students, especially in the fashion industry. Rita Ngenzi, founder of the Africa Creative Alliance, suggested that the solution lies in creating structured systems that make skills development market-relevant.
Bayo Omoboriowo, founder of Tikera Africa, advocated for collaboration and global engagement to bridge the gap between urban and rural creatives. He attributed this divide to a focus on short-term gains, neglecting long-term, inclusive growth. Tikera Africa's initiatives connect young innovators with rural artisans, fostering knowledge transfer and local skill development.
Dr. Hakeem Onasanya from the Tony Elumelu Foundation highlighted the foundation's efforts in supporting the creative economy, having trained and funded thousands of entrepreneurs across Africa. Dr. Isa E. Omagu, from Nigeria's Bank of Industry, stressed the need to transform informal creativity into formal, export-ready enterprises through innovation, training, and policy reforms.
But here's where it gets controversial: Are current strategies doing enough to support Africa's creative economy? With the potential for such massive growth and job creation, what more can be done to ensure this vision becomes a reality? The future of Africa's creative industries hangs in the balance, and the time to act is now. What do you think? Share your thoughts and let's spark a conversation!
