Africa’s creative economy is poised to explode onto the global stage, but here’s the shocking truth: despite its immense potential, it’s still largely untapped. Imagine a continent where creativity could generate over $20 billion annually and create 20 million jobs by 2030—if we get it right today. But here’s where it gets controversial: while the numbers are staggering, the path to unlocking this potential is riddled with systemic challenges that few are talking about.
Against this backdrop, Ananse Africa hosted a groundbreaking webinar on October 23, 2025, bringing together industry titans, educators, entrepreneurs, and policymakers to tackle the elephant in the room: how can Africa’s creative talent be nurtured and supported in a way that reflects their realities? The virtual session wasn’t just another meeting—it was a call to action to reimagine skills development for the continent’s young creatives.
Sam Mensah, founder of Ananse Africa, kicked things off with a candid revelation. What started as a digital marketplace connecting African fashion designers to global buyers quickly evolved into something much bigger. “As we grew, we saw the cracks,” Mensah admitted. Creatives struggled with product quality, digital marketing, logistics, and cash flow management. Even basic tasks like packaging and international shipping became hurdles. “We realized we needed a holistic approach—skills development, mentorship, and access to tools,” he explained. This epiphany led to the birth of the Ananse Center for Design in Lagos, Nigeria, a partnership with the Mastercard Foundation. Today, Ananse operates in six countries, empowering creatives, with 70% of its platform users being women.
But here’s the part most people miss: Africa’s creative sector, currently valued at $31 billion, could double by 2030. Yet, over 70% of creatives can’t export their work, selling only to local markets. Mwanzia Muinde of Botho Emerging Markets Group highlights the stark reality: “Only 15% of these creatives are on e-commerce platforms, and 75% have little to no understanding of digital trade.” The root cause? Fragmented systems and a lack of national strategies. Out of 55 African countries, only 12 have a creative strategy in place. Is this a failure of leadership, or an opportunity waiting to be seized?
The challenges are especially harsh for women. Only 39% of women in the sector have internet access, compared to 50% of men, thanks to high data costs. Without urgent investment in digital skills and market access, Muinde warns, “We risk losing $200 billion in potential exports by 2030.”
Lauren England of King’s College London echoes these concerns, noting that design students often lack practical business skills. Rita Ngenzi of the Africa Creative Alliance adds, “Skills development only matters when it’s tied to real-world systems.” Her solution? Focus on hubs and incubators as shared innovation platforms.
Bayo Omoboriowo of Tikera Africa calls for collaboration, criticizing the “quick win syndrome” that leaves many behind. Through programs like “Weaving Futures,” Tikera connects young innovators with rural artisans, bridging the urban-rural divide. “We need to domesticate skill development,” he urges.
Dr. Hakeem Onasanya of the Tony Elumelu Foundation emphasizes the sector’s potential to create jobs and lift millions out of poverty. Meanwhile, Dr. Isa E. Omagu of Nigeria’s Bank of Industry warns that growth is stifled by weak infrastructure and fragmented financing. His solution? Transform informal creativity into scalable, export-ready enterprises.
But here’s the question we must ask: Are we doing enough to support Africa’s creatives, or are we letting bureaucracy and short-term thinking hold us back? The clock is ticking, and the world is watching. What’s your take? Let’s spark a conversation in the comments.
