The Creative Brief

The Creative Brief

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Disney Just Flooded TikTok With Its IP. Here Is What That Costs African Creators.
On August 5, Disney and TikTok announced what both companies called a first-of-its-kind global deal.
 • The Creative Brief
Africa Wants to Formalise Its Creative Economy. But Who Will Formalise the Formalisers?
Kenya’s creative sector is worth KES 500 billion.
 • The Creative Brief
Afrobeats Became a Global Business. What Happened to Its Relationship With African Film?
Filmmaker Dami Twitch put it plainly on the Afropolitan podcast earlier this year.
 • The Creative Brief
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

July 2026

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
Google and Idris Elba Just Bet $1 Million That African Creators Deserve Better Tools
The announcement landed at Google's first-ever Africa Cloud Summit in Johannesburg. What it says about where the African creator economy sits right now…
 • The Creative Brief
The Suits Are Moving to the Studio
There’s a version of the African creative economy story that gets told over and over: the kid from a humble background, raw talent, no formal training…
 • The Creative Brief
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