Africa’s creator economy needs more than talent to turn creativity into money

The creative industries in Africa possess a wealth of talent and stories to share, yet they are hindered by a lack of commercial infrastructure essential for distributing their work, reaching audiences, and earning revenue. At a Creative Economy Stage panel during Moonshot by TechCabal, executives from various sectors discussed the steps needed for African companies to establish an economy that enables creators to reap greater value from their talent and creativity.

Kene Okwuosa, the group CEO of Filmhouse Group, a cinema operator and film distributor, affirmed that while there are no challenges in terms of creativity or talent, creators are still far from capturing the full value of their efforts. Africa's creator economy currently stands at around $3 billion, with projections suggesting it could reach $17 billion by 2030. However, simply witnessing growth in the sector does not ensure improved earnings for creators.

A critical gap identified is distribution. With limited streaming platforms and other buyers seeking African content, creators face restricted options for selling their work. To address this, Filmhouse has expanded across the film value chain, producing films, operating the largest cinema chain in the region, and distributing content to over 26 or 27 airlines.

Additionally, the company supplies streaming platforms such as Netflix and Amazon. In 2025, Filmhouse launched Kava, a subscription streaming service in partnership with Inkblot Studios.

Another significant gap highlighted is the technical capacity to stage large-scale productions. Livespot360, a live entertainment company, faced this challenge initially when attempting to organize a major live event. They resolved this by building the necessary lighting, staging, and technical capabilities in-house, which now supports events like the Born in Africa Festival and Detty December.

For creators operating across borders, receiving payment remains a significant issue. Richard Oyome, co-founder and COO of cross-border payments company Raenest, recounted a case where a creator lost an international job due to lacking a bank account capable of receiving payments. Raenest has processed over $1 billion for more than 700,000 users, connecting creators in Nigeria, Kenya, and Ghana to payment partners in the United States, the United Kingdom, and Europe.

Oyome emphasized that without access to financial infrastructure, creators are excluded from the global market, regardless of their work's quality.

Kopano Cowen, CEO of South African television production company Connect Channel, also participated in the discussion, emphasizing the importance of audience relationships over follower counts. Brands now prioritize genuine engagement, making trust and interaction valuable assets for creators seeking commercial partnerships.

In summary, Africa's creative infrastructure is developing, encompassing cinema screens, live stages, streaming platforms, and payment systems. However, the overarching question remains whether creators will ultimately see more financial gain from their efforts as the industry continues to evolve.