The Creative Brief

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The Uncertain Future of Content Creation in the AI Age
The evolving relationship between creative content and artificial intelligence (AI) is increasingly controversial, as more platforms adopt policies…
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The Creative Brief
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Layo
Taxing Nigeria’s Super Rich: What it Means for Wealthy Content Creators and Influencers
The Oxfam report, authored by Mtwalo Msoni with contributions from the Tax Justice Network Africa (TJNA) and other institutions, paints a concerning…
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The Creative Brief
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Layo
The Comeback of Celebrity Influencers in 2025
In recent years, influencer marketing has seen a notable shift from big celebrity endorsements to smaller, niche creators—so-called micro and nano…
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The Creative Brief
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Layo
Is AI a Revolution or a Threat to Artistic Integrity in Africa's Music Industry?
According to industry reports, around 20.3% of musicians worldwide have already used AI for composing, while 30.6% have incorporated it into mastering…
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The Creative Brief
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Layo
YouTube challenges TikTok with its own CapCut feature and more
Among the major enhancements is the introduction of video templates, allowing users to easily
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The Creative Brief
AI's Role in Combating Content Piracy in Africa
Content piracy has long plagued Africa's creative industries, posing a significant threat to the livelihoods of artists, producers, and content…
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The Creative Brief
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Layo
How Social Media Is Taking Over Journalism and Broadcasting in Africa
59% of Nigerians turn to social media platforms for news updates. Facebook, the leading platform for news sharing, is used by 64% of respondents…
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The Creative Brief
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Layo

September 2024

TikTok Expands Creator Subscriptions to Non-Live Content: A Win for All Creators?
TikTok, owned by ByteDance, has expanded its subscription feature to include non-live creators, offering broader monetization opportunities.
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The Creative Brief
Nigerians are Now Eligible for $1 Million Tournament: But Who Can Afford to Compete?
The Nigerian gaming scene is undergoing a significant transformation as it prepares for a landmark opportunity—a $1 million prize pool tournament.
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The Creative Brief
Africa Creatives Alliance as Catalyst for Economic Growth in Africa
.Africa's creative and cultural sectors are undergoing a renaissance, fueled by the launch of the Africa Creatives Alliance (ACA).
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The Creative Brief
Google’s $16 Billion Boost to Sub-Saharan Africa’s Economy
In 2023, Africa took a monumental leap into the future, fueled by technology’s transformative power.
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The Creative Brief
Profiling Douglas Kendyson: The Visionary Behind Africa’s Biggest Creative Marketplace, Selar
Kendyson Douglas, the founder of Selar, has become a prominent figure in Africa's creative economy by building a platform that empowers digital creators…
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The Creative Brief
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