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Tyla's Lagos Exit Shows How Difficult It Still Is to Build a Pan-African Music Market
On one side of Tyla’s A*POP campaign, TikTok built an entire promotional infrastructure around her album.
 • The Creative Brief
Entertainment Week Africa Wants to Bring Africa's Creative Industries Together. Can It Turn Conversation Into Business?
Africa does not have a shortage of events about the creative economy.
 • The Creative Brief
The Creator Economy Is Building a New Class of Workers With No HR Department
There is a number sitting at the centre of the creator economy in 2026 that nobody wants to put in a press release.
 • The Creative Brief
Hollywood Flew to Accra. The Real Story Is What Africa Has Been Building Toward.
In July, eight producer-director teams from Ghana, Nigeria, Kenya, and South Africa sat in a room in Accra for ten days.
 • The Creative Brief
Authenticity Is Not a Soft Skill. For African Creators, It Is the Business Model.
The global creator economy crossed $100 billion in 2025 and is on pace to hit $200 billion in 2026.
 • The Creative Brief
The New Map of African Music: Why Amapiano, Bongo Flava and Rumba Matter as Much as Afrobeats
The 2026 AFRIMMA nominations reveal something the global music industry is only beginning to understand: Africa’s music economy no longer revolves…
 • The Creative Brief
African Creators Were Already Doing What Western Publishers Are Just Figuring Out
There is a version of this story that gets written every few months in Western media.
 • The Creative Brief
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The Creative Brief
Periodic insights into Africa's creator economy | A publication by https://www.tima.agency
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