In a recent issue of Hustle and Flow, various aspects of the African heritage is being celebrated. These celebration of the brilliance of African talent pans across various industries, while capturing the essence of the resilience of the African people. Starting with the celebration of Africa Day 2024, the continent’s creative industries were celebrated as they continued to make waves on the global stage, showcasing the immense talent and potential that Africa has to offer. From film festivals to music streaming, fashion to animation, African creatives are breaking records and reshaping narratives across various sectors.
African Cinema Shines at Cannes
The 77th Cannes Film Festival saw a strong representation of African cinema, particularly from North Africa. While no African films made it to the main competition this year, the continent’s filmmakers left their mark across various categories. Notable entries included Mo Harawe’s “The Village Next to Paradise” from Sudan and Zambian-Welsh director Rungano Nyoni’s “On Becoming a Guinea Fowl” in the Un Certain Regard category. The Director’s Fortnight and International Critics Week also featured compelling works from Morocco, Egypt, and Algeria. The festival’s jury panels included African talent such as Belgian-Congolese singer and filmmaker Baloji and Rwandan actress Eliane Umuhire, further cementing Africa’s place in the global film industry.
Animation: Nigerian Mythology Comes to Life
The Nigerian animation scene received a significant boost with the announcement of the all-Nigerian cast for “IYANU,” an upcoming series based on the graphic novel “Iyanu: Child of Wonder.” Set to premiere on Cartoon Network and Max in 2025, this Warner Bros Discovery production showcases the growing interest in African stories and talent. The series produced by Lion Forge Entertainment, will showcase the perseverance of creators like Roye Okupe founder of YouNeek Studios, who has been building a universe of interconnected African superhero stories since 2012.
Music Streaming: Nigerian and South African Artists Break Records
Spotify’s Loud & Clear initiative revealed impressive growth in royalties for Nigerian and South African artists. Nigerian artists saw their royalties more than double to N25 billion (USD 18 million) in 2023, with over half generated by independent artists or labels. South African artists experienced a 240% increase in royalties since 2019, reaching nearly 256 million ZAR (USD 13.6 million). These figures reflect the global appeal of African music and the increasing monetization of streaming platforms for artists from the continent.
Fashion and Textile: Kenya’s Surprising Growth
Kenya has emerged as a significant player in the global fashion and textile industry. Vivo Fashion Group founded by Wandia Gichuru has opened its first US store in Atlanta, Georgia, marking a milestone for East African fashion. More impressively, Kenya has become the largest textile and apparel exporter to the United States in Africa, benefiting from the African Growth and Opportunity Act (AGOA). The sector has seen substantial growth in capital investment and job creation, now accounting for 7% of Kenya’s total exports.
Sports and Fashion Collaboration
The Basketball Africa League (BAL) announced a collaboration with Cacao, a label under the luxury fashion house Chocolate Clothes Global to produce licensed merchandise. This partnership represents a strategic move to diversify revenue streams and tap into the growing licensed merchandise market, estimated to reach USD 50 billion by 2030.
Investment in Creative Industries
Recognizing the potential of African creative industries, French development finance institution Proparco launched the CREA Fund. This initiative, part of the European Union’s CreatiFI program, aims to encourage private investment in creative sectors across sub-Saharan Africa and the Caribbean. With a budget of $7 million, the fund will provide guarantees to investors and offer technical assistance to both funds and creative companies, addressing key hurdles to investment in the sector.
Creative Industries at the Africa CEO Forum
For the first time, the creative industries were prominently featured at the Africa CEO Forum, the continent’s premier gathering for top executives and government leaders. A strategic roundtable discussion on “Leveraging Africa’s Creative Industries to Unleash Economic Growth” brought together key creative leaders to explore how creativity can be turned into sustainable businesses, the role of digitalization in the sector, and the importance of pan-African partnerships.
As African creative industries continue to grow and gain recognition, they are not only contributing significantly to economic growth but also reshaping global perceptions of the continent. With increased investment, digital innovation, and cross-sector collaborations, Africa’s creative sectors are poised to play an even more substantial role in the global entertainment and cultural landscape in the years to come.