By Degraft OSEI
Africa is home to the youngest population in the world, a burgeoning middle class, and an unparalleled wealth of cultural creativity.
Yet, despite these advantages, African creators face systemic barriers that limit their ability to participate fully in the global digital economy.
As the world’s digital frontier shifts, it’s clear that Africa’s next billion creators represent both an opportunity and a challenge for platforms, governments, and brands.
The global creator economy, valued at over $100 billion in 2023, has transformed hobbies into livelihoods and content into commerce. Platforms like YouTube, Instagram, and TikTok have enabled creators to reach audiences across borders, but the playing field remains far from level. For African creators, the journey from content creation to sustainable income is fraught with obstacles.
The Economic Potential of Africa’s Creators
Africa’s creative economy has already demonstrated its global appeal. Afrobeats has become a dominant force in global music, with artists like Burna Boy and Wizkid topping international charts.
Nollywood, Nigeria’s film industry, is the second largest in the world by volume, producing stories that resonate with audiences across continents.
Yet, for every African artist who breaks through, countless others remain on the fringes. Platforms that prioritize high-value advertising markets often overlook creators from regions with lower economic clout. This isn’t just an economic oversight—it’s a cultural loss for global audiences hungry for diverse perspectives.
Challenges Facing African Creators
African creators face several systemic barriers that hinder their success:
Limited Internet Access While internet penetration in Africa has improved, access remains uneven. Data costs are among the highest in the world relative to income, forcing creators to ration their usage or rely on unreliable connections.
Algorithmic Bias Platforms prioritize content that aligns with Western trends, sidelining creators who produce culturally specific work. A dancer in Nairobi might gain local acclaim but struggle to reach global audiences due to algorithmic preferences.
Monetization Challenges Many platforms restrict monetization features to creators in high-value markets. Even when monetization is available, high transaction fees and limited payment infrastructure reduce earnings for creators in Africa.
Lack of Resources Many creators lack access to the tools, training, and mentorship needed to navigate digital platforms effectively. This knowledge gap further widens the divide between creators in Africa and their counterparts in wealthier regions.
A Platform Leading the Way
One platform attempting to address these issues is Luupli, which has designed its features to support creators in underserved regions. The London-based social media platform promotes equitable and fair collaboration for creators coming from underserved communities. By prioritizing content ownership and equitable monetization, Luupli ensures that creators retain control over their work and earn fair compensation.
For example, a visual artist in Accra can upload their work to Luupli, license it for use, and earn royalties with every share or reuse. Luupli’s algorithms are designed to surface diverse voices, giving creators from Africa the same visibility as those in Europe or North America.
While Luupli is still in Beta and yet to be launched globally, its approach demonstrates what’s possible when platforms prioritize equity over engagement metrics.
What Needs to Change
To unlock the potential of Africa’s next billion creators, systemic challenges must be addressed:
Invest in Infrastructure Governments and private sectors must invest in affordable, high-speed internet and reliable power supplies. Initiatives like Google’s Equiano subsea cable are a step in the right direction, but more localized efforts are needed.
Redesign Algorithms Platforms must create algorithms that prioritize cultural diversity and authenticity. Content that resonates locally should have the same chance of global visibility as Western trends.
Expand Monetization Tools Direct monetization options, such as tipping and subscriptions, can empower creators to earn sustainably. Integrating with local payment systems can further reduce barriers.
Provide Education and Mentorship Digital literacy programs and mentorship initiatives can equip creators with the skills they need to succeed, from negotiating contracts to marketing their work.
The Role of Brands
Brands have a unique opportunity to partner with African creators, reaching new audiences while supporting economic growth. For example, a global fashion brand could collaborate with a Ghanaian designer to create a collection inspired by traditional textiles. These partnerships not only elevate creators but also provide brands with authentic, resonant stories.
A Vision for the Future
Imagine a world where Africa’s creators are celebrated not just for their cultural contributions but also for their economic impact. A filmmaker in Kigali could distribute their work globally, earning royalties and critical acclaim. A musician in Lagos could monetize their songs through platforms that value and reward their creativity.
This vision isn’t just aspirational—it’s achievable. Platforms like Luupli, combined with supportive policies and collaborations, can make it a reality.
A Call to Action
Africa’s creators represent an untapped goldmine for the digital economy, but realizing their potential requires systemic change. Platforms must prioritize equity, governments must invest in infrastructure and education, and brands must recognize the value of authentic voices.
For me, this is deeply personal. Growing up in Ghana, I saw the power of creativity to inspire and transform. Today, as someone who works at the intersection of culture, technology, and innovation, I believe in the potential of Africa’s creators to shape the future of the digital world.
The next billion creators are ready. The question is: are we?
Degraft Osei is the co-founder and chairman of Luupli, a revolutionary social media platform that empowers genuine self-expression and promotes authentic human connections. He has extensive experience in the hospitality, tourism, and technology sectors in the United Kingdom. He can be reached via [email protected]
