{
  "id": 15859140,
  "title": "Alemu: The Future of the creative economy belongs to those who believe in themselves",
  "url": "https://urgent.news/2026/10/21/alemu-the-future-of-the-creative-economy-belongs-to-those-who-believe",
  "topic": "world",
  "section": "World",
  "published": "2026-10-21T07:35:54.000Z",
  "source": {
    "name": "KBC",
    "slug": "kbc",
    "url": "https://www.kbc.co.ke/alemu-the-future-of-the-creative-economy-belongs-to-those-who-believe-in-themselves/"
  },
  "original_language": "en",
  "account": "At the Voices in Motion Creative Summit, Emuron Alemu, Chief Creative Officer at The Quollective, discussed the future of Africa's creative economy. He emphasized that it is not merely talent that determines success in the industry; instead, factors such as self-belief, visibility, and the ability to forge meaningful connections are equally crucial. Despite the presence of potential in Africa's creative industry, which is projected to reach $20 billion by 2030, the sector still faces challenges in terms of infrastructure and systemic support. Alemu highlighted the importance of building the right systems to connect and progress alongside Africa's creative talent. He pointed out that formal training can provide creatives with a head start by helping them understand their strengths, identify their niche, and navigate the industry with greater clarity. However, he also noted that many creatives have struggled in the past due to insufficient infrastructure, which hinders career discovery, specialization, progression, and employment opportunities. Alemu further emphasized the growing interest of private investors in funding the creative sector, which could unlock opportunities for creatives and strengthen the industry's infrastructure. Coupled with deliberate government efforts to enforce policies, improve access to funding, and create enabling environments, these investments can help transform Africa's creative sector into a sustainable and competitive industry that creates jobs, attracts investment, and drives economic growth. Looking ahead, Alemu envisions a thriving creative economy where fewer artists and creators struggle, and a top-tier layer of creatives shapes the industry, breaking barriers and diversifying investments. To achieve this, both brands and creators must build strong personal brands and work professionally, fostering an environment of trust, value, and professionalism. He also noted the importance of African stories being featured at prestigious events such as the Loeries and Cannes, which he sees as proof of Africa's presence in the global market. The challenge, however, lies in improving craft and dominating the market. Alemu believes that young creatives need to apply themselves and seize the opportunities available. He sees a window of opportunity for African storytellers to step up, challenging them to find unique angles and styles that excite both local and global audiences, rather than simply mimicking Western storytelling. Ultimately, Alemu's message is clear: the future of Africa's creative economy belongs to those who believe in themselves and cultivate a culture in which African creatives have faith in the value of their contributions to the world.",
  "summary": "At the ongoing Voices in Motion Creative Summit, where he led a session exploring the realities and opportunities in the creative industry, Emuron Alemu, Chief Creative Officer at The Quollective reflected on what it takes to scale as a creative, build a sustainable career, and position African talent for greater success on the global stage. […] The post Alemu: The Future of the creative economy…",
  "key_points": [],
  "editors_take": null,
  "illustration": null,
  "coverage": {
    "outlets": 1,
    "also_reported_by": []
  },
  "ai_generated": true,
  "disclaimer": "Summaries, key points and the editor’s take are written by software from other outlets’ reporting and may contain errors — always check the linked original."
}