Africa’s Creative Industries- A 2024 Review

In 2024, Africa’s creative industries are experiencing an unprecedented global surge, driven by musicians, filmmakers, and digital innovators who are reshaping global perceptions of the continent. Artists like Wizkid, Tems, and Tyla have catapulted African music onto the world stage, creating new standards in global pop culture and amassing billions of streams. The continent’s television and film industries, anchored by platforms like Showmax and giants like Netflix, are drawing in millions of viewers globally, fueling cultural appreciation and sparking commercial interest from investors.

Yet, as African entertainment and media thrive, experts warn of an uneven trajectory. According to PwC, growth within Africa’s creative economy will be distributed unevenly, with some sectors experiencing rapid growth while others stagnate. While music and film soar, other industries, like gaming, remain ripe for potential but still require significant investment to reach their full scale.

The Rise of African Music on the Global Stage

African music has achieved a meteoric rise globally. Afrobeats, with its energetic rhythms and unmistakable flair, has become a dominant force in international music, reshaping the texture of pop music worldwide. In 2022, Afrobeats artists were streamed over thirteen billion times on Spotify alone. Last year, Sub-Saharan Africa’s music industry revenue increased by an impressive 24 percent, making it the fastest-growing music market globally. This year, South African artist Tyla made history by winning the first-ever Best African Music Performance at the Grammy Awards—a landmark achievement signaling the genre’s growing legitimacy and appeal.

This success has not gone unnoticed by global music giants. Universal Music Group and Audiomack have opened offices across Africa, while platforms like Spotify have launched dedicated African hubs, recognizing the continent’s explosive music talent and market growth potential. Nigeria, the epicenter of Afrobeats, continues to gain global attention and revenue; by 2050, its economy is projected to be among the world’s top ten, and its youth-driven music market shows no signs of slowing.

However, this rapid rise has raised conversations around ownership and fair representation. Artists like Burna Boy have voiced concerns about the generalized “Afrobeats” label, arguing that it reduces Africa’s musical diversity to a single genre and fails to honor the intricate styles, languages, and cultural histories that shape African music. These critiques underscore the importance of celebrating Africa’s musical depth and respecting the creative control of African artists as international interest grows.

Film and Television: Africa’s Storytelling Renaissance

Africa’s television and film industries are also expanding, with a massive boost from streaming platforms eager to meet the demand for diverse storytelling. South Africa’s Showmax, for example, is producing a slate of twenty-one original African series, while Netflix has invested over $175 million in African productions since 2016. Nigerian cinema, or Nollywood, remains a powerhouse, generating an estimated $1.2 billion in annual revenue. The global appeal of Nollywood content is evident—films like The Black Book have drawn millions of viewers worldwide and showcase the growing appetite for African narratives.

Partnerships between African filmmakers and international studios are paving the way for even greater exposure. Disney’s collaboration with Kugali Media, an African storytelling company, produced Iwájú, an animated series celebrating African culture and imagination, which premiered on Disney+. Such partnerships bring African stories to new audiences and foster a global appreciation for African creativity. The Nigerian production model, with its efficient filming and distribution network rooted in the Yoruba traveling theater tradition, has inspired and influenced global cinema. Yet, as Nollywood’s global presence grows, there is a concern that some of these distinctive features may be lost in the drive for international appeal.

The Next Frontier: Gaming in Africa

While music and film have secured their place on the world stage, Africa’s gaming industry is emerging as a promising yet underdeveloped frontier. Africa is currently the fastest-growing gaming market in the world, with revenue expected to surpass $1 billion for the first time in 2024. The continent’s young, tech-savvy population has fueled this growth, with most players gaming on mobile devices. Yet, local developers have yet to fully capitalize on this burgeoning demand. Innovative companies, like Guzo Technologies, are beginning to experiment with culturally rich gaming experiences, but the industry still faces challenges, including limited access to funding, high data costs, and inadequate infrastructure.

International partners, venture capitalists, and governments could play a pivotal role in unlocking this sector’s potential. African game developers need more resources to create original, locally inspired content that resonates with both African and global players. By supporting these creatives, stakeholders could cultivate a uniquely African gaming culture with storytelling that rivals the popularity of Nollywood or Afrobeats.

The Role of Governments, Investors, and International Partners

While African creatives have achieved remarkable successes, the growth of these industries has often come despite, rather than because of, supportive ecosystems. Barriers such as regulatory challenges, weak intellectual property protections, and high taxes continue to hinder creative entrepreneurs. For Africa’s creative economy to reach its full potential, governments, international partners, and investors must adopt a supportive stance, providing not only funding but also a stable regulatory environment that empowers artists to thrive.

Some promising initiatives have emerged. Côte d’Ivoire, for instance, partnered with a venture capital firm and a local bank to establish a fund for creative startups. Meanwhile, Zambia has committed $100 million to revitalize its film industry, and Sierra Leone is set to open a new film studio funded by British actor Idris Elba. These efforts could serve as models for other countries aiming to unlock the commercial potential of their creative industries.

A Cultural Renaissance with Global Impact

Beyond economic contributions, Africa’s cultural boom is reshaping global perceptions of the continent. Artists are challenging and redefining longstanding stereotypes by creating work that is unapologetically African, sophisticated, and resonant. African creatives are forging a new narrative that elevates Africa’s global standing, reclaiming cultural agency, and showcasing Africa as a vibrant, diverse, and influential force in the arts.

As the world embraces African creativity, the continent’s cultural entrepreneurs must retain ownership and control over their narratives and creations. With strategic support and investment, Africa’s creative industries have the potential to continue reshaping global entertainment—and, ultimately, the global economy.

Conclusion: The Promise and the Path Forward

Africa’s creative industries stand at a crossroads. The continent has the potential to become a creative powerhouse, driven by a youthful population, technological advances, and a global hunger for diverse stories. Yet realizing this vision will require careful collaboration among African governments, global investors, and international partners to build resilient creative economies that remain true to their roots.

As Africa’s artists and entrepreneurs continue to transform global culture, they must retain ownership of their creative expressions. It is this authenticity, after all, that has captivated the world. With strategic support, Africa’s creative industries will not only contribute to economic growth but also reframe Africa’s role on the world stage, offering stories, sounds, and experiences that are proudly, unapologetically African.