Creatives Connect Afrika Sets New Pace for Cross-Border Growth in Africa’s Creative Industries
The opening day of Creatives Connect Afrika marked a pivotal moment for Africa’s creative economy, as the La Palm Royal Beach Hotel in Accra, Ghana, became the epicentre of continental innovation and collaboration. The event, orchestrated by Africa Tourism Partners (ATP) in partnership with the African Continental Free Trade Area (AfCFTA) Secretariat and the Black Star Experience, brought together a vibrant mix of influential leaders, creators, policymakers, entrepreneurs, and industry experts from across Africa, all eager to chart the course for the continent’s creative future.
The gathering opened with a resounding message: Africa’s creative sector stands at the threshold of transformation, powered by strategic partnerships, robust policy frameworks, and a renewed dedication to preserving cultural legacies while expanding into international markets. Representing the AfCFTA Secretary General, Emily Mburu-Ndoria, Director of Trade in Services, Investments, Intellectual Property Rights and Digital Trade, emphasized in her keynote address the urgency of a unified approach to unlocking Africa’s creative potential. “Creatives Connect Afrika is more than an event; it is a launchpad for African creativity to flourish across borders, embracing film, fashion, music, design, gaming, literature, and tourism,” she asserted. Her call to action focused on the creation of a continental digital marketplace, the harmonization of intellectual property frameworks, and the removal of barriers for creators to trade, earn, and scale their ventures seamlessly throughout Africa.
Mburu-Ndoria highlighted the crucial need to protect Africa’s creative heartbeat. “Our creatives are the foundation of Africa’s cultural identity. We must build structures that safeguard their work, strengthen metadata, and facilitate cross-border business,” she urged. This emphasis on metadata systems and intellectual property rights resonated throughout the day’s sessions, reflecting one of the most critical challenges facing African creators: tracking ownership and ensuring fair revenue distribution.
The day unfolded with a series of masterclasses addressing essential industry topics, including copyright management, revenue generation, digital infrastructure, and cross-border mobility. These sessions underscored the urgent need for better metadata and rights management systems to empower creators, protect their output, and ensure that the economic benefits of Africa’s creative brilliance are fully realized.
Among the standout speakers, Ms. Khadijat El-Alawa, Head of Music and Talent for AfroFuture Ghana, shed light on the complex issues of music sampling, rights clearance, and accountability. She pointed to the persistent challenge of weak metadata, sharing how her team spent nearly a year verifying the true ownership of just one song. “If we address metadata, we empower generations to reinterpret and revive music, keeping our culture alive and relevant,” she explained, highlighting how improved systems can unlock new creative and economic opportunities.
Storytelling and visual identity also took centre stage as Huguette Umutoni, Founder of Umu Group, delivered a compelling presentation on Africa’s global brand. She advocated for African creatives to take control of their narratives, ensuring that African stories and visual identities are at the core of branding, product development, and digital media. “The world is watching Africa, but it is our responsibility to define the narrative and lead the conversation,” she stated, urging creators to embrace their role as cultural ambassadors.
Throughout the day, other speakers and panelists explored emerging prospects in film distribution, fashion value chains, creative financing, and digital trade—all critical sectors for African economies. Discussions also focused on building intellectual property systems, leveraging tourism to amplify African cultural expression, and fostering intra-African collaboration as a driving force for global competitiveness. These conversations underscored the essential role of industry structure and policy alignment in enabling African creative businesses to compete and thrive worldwide.
Kwakye Donkor, Chief Executive Officer of Africa Tourism Partners, underscored the necessity of collaboration across the continent. He argued that Africa’s creative economy cannot flourish in isolation and called for an ecosystem built on innovation, shared knowledge, and coordinated action. “By coming together, we build competitiveness, seize emerging opportunities, and unlock new markets for African creativity,” Donkor remarked. He also emphasized the forum’s role as a catalyst for long-term partnerships, policy alignment, and investment mobilization.
The atmosphere of the forum was further animated by a captivating cultural performance, illustrating the deep connection between Africa’s creative sector and its rich heritage. This lively display served as a vivid reminder of how tradition, identity, and storytelling are interwoven into the continent’s creative journey.
Complementing the discussions, an exhibition of authentic Made-in-Africa and Made-in-Ghana products showcased textiles, fashion, cosmetics, crafts, design pieces, and cultural artefacts. Exhibitors engaged with delegates, highlighting the economic potential of creative entrepreneurship and the vital role of small businesses in driving intra-African trade. These interactions brought to life the forum’s vision of a continental creative industry that is entrepreneurial, innovative, and globally competitive.
As the day progressed, recurring themes emerged: the transformative impact of the AfCFTA on creative industries, the necessity of harmonized policy, advanced data systems, and strengthened intellectual property protections. By providing the frameworks and platforms for creators to scale their businesses, the forum reinforced a sense of optimism about Africa’s potential to expand its influence in global markets.
The anticipation is now building for the official opening ceremony, where ministers, senior policymakers, continental institutions, and creative leaders will launch a broader programme of activities. With day two set to explore financing, innovation, copyright, digital trade, and cross-sector collaboration, the stage is set for even deeper engagement and the unveiling of new avenues for Africa’s creative and cultural industries.
Creatives Connect Afrika is fast establishing itself as a vital platform to empower creators, affirm cultural identity, and fuel the sustainable growth of Africa’s creative economy. For Africa’s tourism sector, the event offers a timely reminder of the symbiotic relationship between creativity and travel, and the necessity of a unified continental approach for the next phase of industry evolution.
