The African creative economy is on the brink of a revolution, with the potential to transform the continent's future. But here's the catch: it's a delicate balance between immense opportunity and significant challenges. By 2030, Africa's creative industries could be generating a staggering $20 billion annually and creating 20 million jobs, but only if the right support systems are in place.
Ananse Africa recently hosted a high-stakes webinar to tackle this very issue, bringing together experts to discuss how Africa can unlock this potential by rethinking its approach to nurturing creative talent. The event, held on October 23, 2025, attracted key players from various fields, all aiming to address the skills gap facing Africa's young creatives.
Sam Mensah, the visionary behind Ananse Africa, shared the platform's journey. Starting as a digital marketplace for African fashion designers, Ananse soon encountered systemic challenges. "We realized that creatives faced numerous hurdles to thrive," said Mensah. These included product quality, digital marketing, logistics, and cash flow management.
Even basic tasks like packaging and international shipping proved daunting for small designers. Mensah emphasized the need for a holistic solution, combining skills development, entrepreneurship support, and access to equipment and mentorship.
This vision materialized with the Ananse Center for Design Lagos, a collaboration with the Mastercard Foundation. Ananse's reach now spans six countries, and its impact is profound, especially for women. "Our platform and training sessions are predominantly female-led," Mensah proudly stated.
Botho Emerging Markets Group has been studying Africa's creative sector, and Mwanzia Muinde shared their insights. The sector, he said, is vibrant but underutilized. With over 70% of creatives under 35 and a majority being women, the sector is valued at $31 billion and could reach $50 billion by 2030. However, a staggering 70% of these creatives cannot export, selling mainly to local markets.
Muinde highlighted the digital divide, with 75% of creatives lacking e-commerce skills and only 15% utilizing e-commerce platforms. He attributed this to fragmented systems and the lack of national strategies, leaving most creatives without government support. The high cost of data further limits women's access to online learning and digital trade.
Lauren England from King's College, London, echoed these concerns, emphasizing the practical challenges faced by design students, especially in fashion. Rita Ngenzi, from the Africa Creative Alliance, suggested focusing on hubs and incubators as shared platforms for production and innovation.
Bayo Omoboriowo, founder of Tikera Africa, advocated for collaboration and global engagement, addressing the issue of inclusivity. He criticized the 'quick win' mindset, urging a shift towards long-term, inclusive growth. Tikera Africa's Madhouse incubator and 'Weaving Futures' program connect young innovators with rural artisans, fostering skill transfer.
Dr. Hakeem Onasanya from the Tony Elumelu Foundation highlighted the foundation's support for the creative economy, having funded and mentored thousands of entrepreneurs across Africa. Dr. Isa E. Omagu from Nigeria's Bank of Industry stressed the need to transform informal creativity into formal, scalable enterprises through innovation, training, and policy changes.
But here's where it gets controversial: Is Africa's creative economy truly on the cusp of transformation, or are we overlooking systemic issues? Are short-term gains overshadowing long-term potential? What do you think is the key to unlocking Africa's creative potential? Share your thoughts and let's spark a conversation!
