Ckay’s success with “Love Nwantiti” wasn’t just a personal victory for him or Chocolate City; it symbolized the global recognition of Africa’s booming creative scene. This industry is rapidly expanding, creating jobs and propelling innovation across the continent. Companies now understand the power of creativity, making it a thrilling time to be an African artist, designer, or filmmaker.
According to Deloitte, the global creative economy contributes 7% of total employment, indicating its significant role in driving economic growth. Research by Jobberman highlighting the creative economy as the second largest employer in Nigeria reveals that the industry employs over 4.2 million Nigerians, with an estimated increase of 2.7 million jobs by 2025.
While the future of Africa’s creative industry shines bright, it’s essential to acknowledge the challenges that creatives face. Limited access to funding often hinders the growth of creative businesses. Infrastructure issues, such as unreliable internet or power supply, can disrupt creative workflows. Additionally, intellectual property protection and navigating complex bureaucratic processes can pose obstacles. Despite these challenges, a resilient spirit fuels African creatives who continue to push boundaries and find innovative solutions.
As a player in the creative industry, I am always on the lookout for new developments that shape our professional landscape. One thing I have continued to see in recent times is how the concept of work has evolved. Gone are the days when work was confined to the traditional office setting, with a straightforward routine of clocking in and out. Now, in this industry, you have to be able to work 24/7.
The world’s workforce is changing, and understanding these changes will help creative industries ascertain the best actions to take. One of the most notable shifts is the increasing embrace of digital platforms and remote work. This trend became apparent during the pandemic, as many companies were compelled to adopt the ‘work from home’ model.
With the rise of remote work, freelancing, and other innovations, the future of work is more exciting than ever. Understanding this context requires a keen awareness of potential shifts in work dynamics, particularly in response to digitization and emerging trends.
Technology and changing attitudes towards work are fueling exciting cross-border collaborations within Africa’s creative scene. Remote work bridges geographical divides, allowing a photographer in South Africa to seamlessly collaborate with a film producer in Nigeria. These developments are dissolving traditional limitations and expanding the reach of African creativity.
Another exciting development is the rise of the ‘freelance and gig economy,’ allowing African creatives to provide independent short-term or contractual services. These creatives are not bound to specific employers and can work with multiple clients simultaneously on their terms.
This flexibility fosters creativity and provides various income sources for creatives. The practice is prevalent in the music industry, as you may have noticed with some of your favorite music producers and songwriters.
The vibrant creative economy in Africa is now home to millions of creative entrepreneurs who leverage increased access to technology and online platforms to pursue their creative passions. Platforms like YouTube, Instagram, and TikTok have become powerful tools for young Africans to create, convert, and cash out.
The work-from-home culture and the gig economy have boosted workers in the African creative industries. From fashion design and music production to filmmaking and digital media, entrepreneurs are leveraging their talents to create innovative products, services, and experiences that captivate audiences both locally and globally.