AfCFTA & Cultural and Creative Industries (CCIs): A Catalyst for Investment and Growth – Key Insights from a Diverse Webinar 

The report, The Moonshot 8: An Orchestrated and Prosperous Creative Economy, Catalyzing Sustainable Growth in Africa, takes a deep dive into the creative economy, exploring how culture and creativity can be leveraged to meet the challenges of Africa’s young and rapidly growing population. The report emphasizes the critical role that these industries play in creating jobs and expanding professional opportunities. 

In December, we held a launch webinar with key stakeholders to delve into the structural and intersectoral development of the creative economy in Africa. The conversation centered around strategic approaches to enhancing the sector, with a particular focus on the intersection of the African Continental Free Trade Area (AfCFTA) and Cultural and Creative Industries (CCIs), as well as the pivotal role of investment in fueling sector growth. 

AfCFTA’s Potential for CCIs 

While the AfCFTA does not explicitly focus on CCIs, it covers essential protocols, including intellectual property rights, trade in goods and services, digital trade, and investment. Ms. Judith Ameso from the UNCTAD Regional Office for Africa highlighted the importance of AfCFTA’s recognition of small and medium-sized enterprises (SMEs), which are crucial for the development of CCIs. This creates significant opportunities but also exposes gaps in awareness and clarity among governments and industry professionals. Addressing these ambiguities is critical to the successful integration of CCIs into the AfCFTA framework. 

Mr. Getu Assefa, National Culture Officer at UNESCO’s Addis Ababa Office, pointed out that the AfCFTA does not yet incorporate the UNESCO 2005 Convention on the Protection and Promotion of the Diversity of Cultural Expressions. Furthermore, the agreement does not prioritize arts and culture goods and services in a way that would be beneficial for the sector. This highlights the need for continued dialogue and advocacy to ensure the creative economy’s needs are addressed within AfCFTA’s protocols. 

The Role of Investment in Driving Growth 

On the topic of investment, discussions brought forth a shared understanding of the sector’s potential, with complementary insights from H.E. Dr. Ndemo Bitange, Ambassador of Kenya to Belgium and the European Union. He emphasized the importance of a strategic and structured approach to investment in CCIs. He called for a more focused allocation of resources, rather than funding those with the loudest voices. Dr. Bitange also underscored the importance of fostering regional collaboration and initiatives to ensure sustained growth in CCIs. 

Mr. Gbite Oduneye, General Partner at ODBA, a venture capital firm, acknowledged the progress made in the African creative economy over the past decade but stressed the ongoing challenges. He emphasized the need to effectively communicate the narrative around investment in CCIs, highlighting both current developments and future potential. One critical issue, according to Mr. Oduneye, is monetization—helping creators turn their work into revenue streams—and enforcing intellectual property rights (IPR) across the continent. Strengthening IPR could attract more investment, particularly in distribution to African markets. 

As an advocate for the creative economy, it is frustrating to see the lack of coordination between stakeholders—entrepreneurs, investors, and policymakers—which continues to impede progress. The absence of a robust regulatory framework hinders the growth of the sector, and more collaborative efforts are needed to tackle these issues effectively to hinder opportunities slip away.  

Government Support and Strategic Action 

While discussing the creative economy is crucial, it’s equally important that governments take informed and proactive steps to support its growth. Mr. Oduneye called on regulators to engage directly with innovators and creators, who are at the forefront of driving change. Only through this collaboration can we unlock the full potential of the creative economy in Africa. 

Ms. Khanyi Mashimbye, Manager of Creatives at Afreximbank, shared her insights into the bank’s solution-oriented strategies, including the Creative Africa Nexus, designed to address market failures in the creative sectors. She emphasized the focus on high-impact areas such as film, fashion, music, visual arts, literature, sports, and gastronomy—sub-sectors with enormous potential for rapid growth. Ms. Mashimbye also stressed the importance of improving the investment attractiveness of CCIs by building digital and non-digital platforms to access new markets and foster collaboration with incubators and accelerators. 

Conclusion – A Collaborative Future 

This webinar demonstrated the immense value of bringing together a diverse array of stakeholders. The insights shared and the strategies proposed have laid the groundwork for future initiatives, particularly the Africa Creatives Alliance’s creative hub and incubator segment, which will be launched later this year. With continued collaboration and follow-up on these discussions, the potential for impactful change is immense. 

We were privileged to have the former President of the Republic of Mauritius, Dr. Ameenah Gurib-Fakim, join us. Following the webinar, she graciously shared her closing remarks reaffirming the bright future of Africa’s creative industry. She highlighted the critical role of AfCFTA in developing the necessary instruments and ecosystems for growth, urging vigilance over intellectual property issues as ownership questions persist. 

Written by 
Johanna Kouzmine-Karavaïeff, CCI Expert, Board Member of the Africa Creatives Alliance, Author of The Moonshot 8: An Orchestrated and Prosperous Creative Economy, Catalyzing Sustainable Growth in Africa 

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