THE Africa Creatives Alliance (ACA) is positioning itself as a key driver in transforming Africa into a global cultural powerhouse, aligning with the African Union’s Agenda 2063, ‘The Africa We Want.’ The alliance aims to unlock the immense potential of Africa’s cultural and creative sectors, empowering entrepreneurs to contribute to the continent’s development and integration goals.
Launched at the inaugural Africa Urban Forum, the ACA brings together a consortium of partners including the African Union, UN-Habitat, MoTIV Africa, Inuka Ongoza Africa, Artisans of Innovation, British Council, AfriLabs, Save the Children, and others. This initiative marks a major step towards leveraging the creative industries to foster socio-economic growth and promote unity across Africa.
The Africa Urban Forum (AUF) was established by the African Union Commission during the Fourth Ordinary Session of the Specialised Technical Committee on Public Service, Local Government, Urban Development, and Decentralisation in August 2022, held in Cairo, Egypt. The AUF addresses Africa’s rapid urbanisation challenges and opportunities, serving as a platform to foster inclusive urban development. The urban context is crucial in the growth of the creative economy, as urban centres can act as hubs that nurture culture and creativity, facilitating cost optimisation, knowledge sharing, and talent development.
Africa’s creative economy remains largely untapped, despite its vast potential for driving GDP growth and employment. Globally, cultural and creative industries generate an estimated $2.3bn in annual revenue and create almost 30 million jobs, with youth aged 15-29 holding a significant share of these roles. UNESCO data shows that the sector accounts for 3.1 percent of global GDP and 6.2 percent of employment, yet Africa accounts for just 9 percent of global media and culture employment.
The potential for Africa’s creative industries to boost export earnings and create employment, particularly for its youth, is immense. However, deliberate efforts must be made to develop a robust and coordinated creative economy across the continent.
Rita Ngenzi, Founding Director of the Africa Creatives Alliance, stressed the need for a unified approach to building strong Cultural and Creative Industries (CCI) ecosystems across Africa. ‘While there are vibrant CCI networks across the continent, we lack a unified ecosystem. The ACA aims to bridge this gap by facilitating knowledge exchange and collaboration, driving Africa’s cultural and creative renaissance,’ Ngenzi explained.
The ACA’s launch highlights the importance of integrating cultural and creative sectors into broader development programmes and policies. This approach ensures the intrinsic growth of these sectors while also contributing to other areas of socio-economic development.
Partner perspectives
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CK Japheth, Founder of MoTIV Africa, emphasised the alliance’s potential to unlock Africa’s creative economy. ‘With Africa’s population set to grow significantly by 2050, and many relying on the informal economy, the ACA is a bold initiative aimed at tapping into Africa’s untapped human potential.’
AfriLabs’ Executive Director, Anna Ekeledo, highlighted the role of collaboration. ‘By connecting hubs, entrepreneurs, and policymakers, the ACA will empower Africa’s creative talent to thrive and contribute to socio-economic growth.’
Johanna Kouzmine-Karavaïeff, a cultural and creative industries expert, pointed out the need to overcome the perceived divide between culture and economy. ‘The challenge lies in changing mindsets and fostering collaboration. The ACA offers a pathway to unlocking Africa’s creative potential and driving meaningful change.’
The Africa Creatives Alliance is set to be a transformative force, mobilising Africa’s cultural and creative sectors for socio-economic progress and continental integration.
