Africa’s bulging youth population presents a double-edged sword. The creativity and innovation of the continent’s youth represent a tremendous opportunity for economic growth and cultural leadership. On the other hand, if this potential is not harnessed and structured the growing youth population could become a liability, leading to unemployment, disenfranchisement, and social unrest. This is why the African Creative Alliance cannot fail!
Africa is home of the fastest-growing youth populations in the world, a fact that is both tremendous opportunity and significant risk. By 2050, one in four humans will be African, making the continent one of the most critical growth markets (United Nations, 2019, World Population Prospects). In Uganda, children under 17 comprise 50.5% of the population, while youth aged 18 to 30 comprise 22.7%.
From music to fashion, art to digital media, young Africans are increasingly capturing the attention of global audiences. Yet, despite the surge of interest, these industries remain underfunded and poorly structured, leaving the vast potential of the African youth unexploited. However, the full potential of Africa’s Cultural and Creative Industries (CCI) remains largely lacking the structure, support, and resources to achieve sustainable growth.
At the heart of this transformation lies an urgent call: The realization of African Creative Alliance. This vision brings together governments, creatives, and stakeholders—could be the key to unlocking the true power of the continent’s cultural wealth, creating a structured ecosystem that not only fosters creativity but also drives economic development and engages Africa’s largest resource: its youth.
Africa’s potential is huge but we need collective action to unlock it
On September 5th, 2024 at the African Urban Forum in Addis Ababa, the African Creative Alliance was officially announced, marking a significant milestone for the continent’s cultural and creative industries. The launch took place in the presence of key stakeholders from various sectors, including government officials, industry leaders, creatives, and international partners. The participants and panelist were from African Union, UN-Habitat, MoTIV, Inuka Ongoza Africa, British Council, AfriLabs, Save the Children, Innovation Village and Artisans of innovation. The alliance aims to provide a unified platform to support the growing interest in African content, foster collaboration across borders, and drive the structuring and development of Africa’s Cultural and Creative Industries (CCI), with a strong focus on youth engagement and economic empowerment.
Presentations:
The forum session began with opening remarks from Japheth Kawanguzi (Team Lead MoTIV Creations Ltd). His speech addressed topics on building a thriving creative ecosystem. He highlighted the story of young @BelindaAsaete, founder and owner of the sleepwear brand Bel-deluxe explaining how MoTIV contributed to her business growth by curating the market and financing her business required to get started.
Ms. Sandzisile Nozibuso Madonsela; program Analyst at the Director of the Women, Gender and Youth Directorate at the AUC) (representing Ms. Prudence Ngwenya) took the podium to make her speech on empowering Africa’s youth. She highlighted how we are currently witnessing untapped potential in Africa’s youth and their creativity.
Honourable Judith Nabakoba ; Minister for lands , housing and urban development also delivered her speech on the role of skills development and labor policies in transforming the continent’s creative economy.
Our goal is to channel the vibrant creativity of our youth that will led to sustainable economic growth
Johanna Kouzmine- Karavaieff culture and creative industry expert and founding partner of Artisans of Innovation presented a study on the opportunity with orchestrated creative economy as a catalyst for youth empowering sustainable growth and development.
The panel Discussion
The dialogue was moderated by Christine Musisi, founder of Inuka Ongoza Africa. The discussion was centered on the collaborative strategies for advancing Africa’s creative economy for youth empowerment. The panelist Jide Okeke; Regional Programme Coordinator for Africa (UNDP),Oumer Sylla; Director Regional office for Africa (UN- Habitat), Dr. Sarah Sabry ; Global Lead- Urban Save the children/Chair, Global Alliance, David Maynard ; Country Director- British Council, Anna Ekelendo; Executive Director- AfriLabs, and Rita Ngenzi; Founding Director of African Creatives Alliance were the panelist who shared their respective views.
Despite potential surrounding African CCIs, the industries are largely underfunded and lack proper structure. It was believed that this alliance will curb such problems. Creative entrepreneurs often struggle to secure funding to scale their businesses, because their creativity is not bankable or investment ready. The Technological infrastructure to support these industries is either inadequate or non-existent in many parts of the cities in Africa. As a result, many talented young Africans are unable to fully capitalize on their skills and ideas. The panelists agreed on the need to fund start-up projects, rather than waiting for them to reach at the level where they become investment ready, where many of them lost on the path.
It was also discussed that the theme of potential shall not be raised as a topic on the year 2024. “The Time is Now’ said Omuer Sylla.
Anna Ekeledo also mentioned on the lack of awareness on negotiations. Young entrepreneurs lack the knowledge and skills to negotiate to raise revenue for their creations. The lack of appropriate intellectual property laws in Africa attributes to the failure to realization of the cultural and creative industries.
The four pillars of the alliance:-
- Ecosystem convening
- Policy advocacy
- Education and capacity building
- Infrastructure development and investment
To address these challenges and unlock the full potential of the African creative sector, platforms like the African Creative Alliance (ACA) are essential. Such forums can bring together creatives, investors, policymakers, and educators to work toward building an ecosystem that empowers the youth. The ACA can play a pivotal role in organizing, funding, and advocating for the development of the creative industries across the continent.
The Launch; endorsement and signing
The event featured a symbolic launch, where all key stakeholders took to the stage to demonstrate unity and commitment by raising the alliance’s flag. This gesture represented the shared vision and collective efforts of the Alliance members, symbolizing their dedication to the Africa creatives Alliance goals.
This moment marked the official beginning of the Alliance’s journey, showcasing the alignment of all stakeholders towards realizing the creative economy as a powerful global force.
