Africa’s creative sector is gaining momentum and interest. This rapidly growing sector has the could significantly boost economies and job growth across the continent. Its significant contribution of 3 percent of the global gross domestic product (GDP) highlights the economic potential of creative industries as a source of growth and job creation (EY, 2015). In Nigeria alone, creative industries contributed approximately US $18 billion to GDP (World Bank 2020).
According to UNESCO, creative industries account for more than 30 million jobs globally, employing more young people aged 15-29 worldwide than any other sector (UNESCO, 2015).
As more young people enter Africa’s labour market, national economies will need to create jobs to meet the demand. Creative industries have the potential to address the urgent need for job creation across the continent.
Yet, to fully realize this potential, we must invest in protecting and promoting these sectors. As global trends show, entrepreneurship within the creative fields is increasing due to the instability of traditional creative jobs. By supporting small and medium-sized creative enterprises, we can address the urgent need for jobs and boost income generation.
COVID-19 has accelerated trends of digitization and exposed pre-existing disparities and challenges of the creative economy. With strict physical distancing and lockdown measures, consumers are shifting to online shopping. Artisans, fashion designers, and creative professionals need to adapt and pivot their businesses to remain profitable.
Digitalization of the sector can boost Africa’s creative economy by expanding access to global markets—offering new growth opportunities and pathways to generate income. To capitalize on this, creative entrepreneurs need to leverage digital technology through upskilling and digital literacy training.
Nurturing the growth of Africa’s creative industries through supportive policies, access to finance and global markets, and investing in human capital— will unlock prosperity and unleash its economic potential.