The Creative Brief

The Creative Brief

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John Legend, Move Afrika Tour 2025, and the Future of Africa’s Live Music Economy
John Legend isn’t just bringing his velvety vocals to Africa—he’s stepping into a movement that could redefine the continent’s live music economy.
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The Creative Brief
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Layo
TikTok’s Creative Fund Excludes African Creators
African creators are driving trends, producing viral content, and shaping culture on TikTok.
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The Creative Brief
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Layo
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These 7 Cities Are Africa’s Top Creative Hubs
In recent years, Africa has emerged as a powerhouse in the global creative economy, with several cities leading the charge as vibrant centers of…
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The Creative Brief
Africa’s Gaming Industry is Growing 6X Faster Than the Global Average—Here’s Why
Africa’s creative economy is often associated with film, music, and fashion, but a silent revolution is taking place within the gaming sector.
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The Creative Brief
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Layo
Africa Creative Economy in 2025
As 2025 unfolds, Africa's creative industry emerges as a powerhouse of innovation, cultural pride, and economic potential.
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The Creative Brief
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Layo
15 Most Innovative African Countries in 2024: A Snapshot of Africa’s Rising Stars
The World Intellectual Property Organisation (WIPO) has published the 2024 edition of the Global Innovation Index (GII), providing a comprehensive…
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The Creative Brief
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MTN Nigeria’s Drastic Tariff Hike and Exorbitant Banking Fees: The Cost of Survival and Its Impact on Africa’s Creative Industry
Nigeria is facing one of its toughest economic periods in decades.
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The Creative Brief
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Layo
How African Countries Generate Revenue from Their Creative Economy: A Case Study of Nigeria
The creative economy is one of the most promising sectors for economic growth in Africa, providing opportunities to harness talent, generate revenue…
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The Creative Brief
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Layo
Pay Influencers using any of these 5 Systems
How should influencers be paid?
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The Creative Brief
How Investors Should Approach Africa’s Creative Economy
Africa's creative economy is a rapidly growing sector with immense potential and a wealth of cultural stories, contributing approximately $4.2 billion…
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The Creative Brief
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Layo
Women Shaping the Future of African Film
As Africa’s film and television industry continues to gain international recognition, one of the most transformative shifts is the rise of women in…
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The Creative Brief
9 Historic African Grammy Moments—And Why the New African Category Feels Like a Political Move
For decades, the Grammy Awards have positioned themselves as the ultimate global standard for musical excellence.
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The Creative Brief
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Layo
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