Africa's Creative Renaissance: Unlocking a $20 Billion Opportunity
The future of Africa's creative economy is brimming with potential, but it's a story that needs to be told and understood. With an estimated value of over $20 billion and the potential to create millions of jobs by 2030, Africa's creative industries are on the brink of a transformative journey. But here's where it gets controversial: the path to this prosperity is riddled with challenges and requires immediate action.
Ananse Africa, a visionary organization, recently convened a webinar to explore this very topic. The virtual gathering, held on October 23, 2025, brought together industry experts, educators, and policymakers to discuss how Africa can nurture and support its creative talent, especially its youth.
Sam Mensah, founder of Ananse Africa, set the tone by sharing his journey. Ananse started as a digital marketplace, connecting African fashion designers with buyers. However, as the platform expanded, they encountered systemic issues that hindered the success of these creatives. "When orders started pouring in, we realized the gaps in their journey," Mensah explained. Issues like product quality, marketing, logistics, and financial management became apparent.
Mensah emphasized that even basic operations like packaging, shipping, and order management were challenging for many small designers. "They lacked an understanding of international logistics. We realized a holistic approach was needed, offering skills development, entrepreneurship support, and access to resources and mentorship."
This insight led to the launch of the Ananse Center for Design Lagos in Nigeria, in partnership with the Mastercard Foundation. Ananse Africa's reach now extends to six countries, and it continues to grow, empowering women and providing employment opportunities for youth. "Seventy percent of our creatives are women," Mensah proudly stated.
Mwanzia Muinde from Botho Emerging Markets Group, an investment and strategy consulting firm, highlighted the sector's potential and challenges. "Africa's creative sector is vibrant, but it's untapped. It's predominantly young, with over 70% under 35, and mostly women."
Currently valued at $31 billion, the creative economy could reach $50 billion by 2030. However, Muinde noted, "More than 70% of these creatives cannot export. They sell locally, to their neighbors, and within their villages."
"Seventy-five percent lack basic e-commerce understanding, and only 15% are on e-commerce platforms. This is due to fragmented systems and a lack of national strategies. Only 12 out of 55 African countries have a creative strategy in place, leaving most creatives unsupported and unaccounted for in national plans."
Access to training is uneven, concentrated in cities like Lagos and Johannesburg, leaving rural and smaller towns behind. The challenges are particularly acute for women, with only 39% able to access the internet compared to 50% of men. The high cost of data limits their ability to access online learning and trade platforms.
Lauren England, a senior lecturer in creative economics, echoed these challenges. "Students of design, especially in fashion, struggle with practical business management. They need to understand budgeting, cash flow, and tax registration."
Rita Ngenzi, founder of the Africa Creative Alliance, emphasized the need for structured skill development. "Skills become meaningful when they're practical and market-connected. We focus on hubs and incubators as shared innovation platforms."
Bayo Omoboriowo from Tikera Africa stressed collaboration and global engagement. "We're leaving too many people behind. The 'quick win syndrome' prioritizes short-term results over inclusive, long-term growth."
Tikera Africa's Madhouse incubator and "Weaving Futures" program connect young innovators with rural artisans, especially women, to transfer knowledge and skills. "We want to make skill development accessible and localized."
Dr. Hakeem Onasanya from the Tony Elumelu Foundation agreed, "The creative economy is pivotal to Africa's prosperity, empowering youth and creating jobs."
Dr. Isa E. Omagu from Nigeria's Bank of Industry noted that fashion, design, film, gaming, and digital content now employ more youth than traditional manufacturing and contribute significantly to GDP. However, growth is hindered by underdeveloped skills, weak digital infrastructure, fragmented financing, and limited global market access.
To overcome these barriers, Africa must transform informal creativity into formal, scalable, export-ready enterprises through innovation, training, and policy alignment.
And this is the part most people miss: Africa's creative economy is not just about art and culture; it's about economic empowerment, job creation, and a brighter future for millions. But it requires a collective effort and a holistic approach. What do you think? Is Africa's creative economy ready for this transformation? Share your thoughts in the comments!
