Africa’s creative economy draws investor interest as sector matures

Tuesday 07 April 2026 - 12:30

By: Dakir Madiha

Africa’s creative economy draws investor interest as sector matures

At GITEX Africa Morocco 2026, discussions around Africa’s technology ecosystem are expanding beyond traditional sectors to include the continent’s growing creative economy, where global visibility is beginning to translate into economic opportunity.

Creative industries across Africa, including music, film, fashion, and live experiences, have built large international audiences. However, the key shift now lies in the development of structured systems that support long-term growth and investment.

Chukwuyemisi Isichei, a venture capital researcher focused on the creative economy, said the sector’s evolution depends on building professional infrastructure rather than relying on cultural influence alone. She highlighted the need for funding models adapted to creative businesses, which have historically been overlooked by investors.

Her interest in the sector developed through venture capital research, where she observed that creative ventures were often excluded from investment strategies. This led her to explore how financing structures could better align with the realities of creative industries.

The sector is increasingly demonstrating its economic weight. In Kenya, creative industries contributed 5.32 percent of GDP as early as 2013. In Nigeria, the entertainment market is projected to reach $13.6 billion by 2028. Across Sub-Saharan Africa, music revenues grew by 22.6 percent in 2024, surpassing $100 million.

These figures reflect a shift toward recognizing the creative economy as a driver of economic growth. The sector spans multiple industries, including audiovisual production, design, fashion, and creative services, all linked by their ability to generate value from intellectual property.

Investment opportunities are emerging in several areas. Infrastructure supporting music, such as rights management, publishing, and distribution, offers immediate potential due to strong demand and limited monetization systems. Film production is also expanding, with growing international demand for African content.

Isichei identified live experience infrastructure as a key area of growth. This includes venues, production systems, and ticketing platforms that enable events. The rise of younger creators organizing their own events reflects changing audience behavior and new forms of engagement.

Despite rising visibility, monetization remains a challenge. Research shows that only a small share of creators earn significant income from advertising, while most generate limited monthly revenue. As a result, creators are diversifying income through brand partnerships, digital products, consulting, and direct sales to audiences.

This shift is driving a broader transformation. Many creators are evolving into entrepreneurs, building businesses around their audiences and intellectual property. These ventures extend beyond content creation to include products, licensing, and services.

However, attracting investment requires greater transparency. Unlike sectors such as fintech, where metrics are standardized, the creative economy often lacks clear data on revenues and valuations. This limits investor confidence and complicates due diligence.

Isichei said improving data transparency and financial structures will be critical to unlocking capital. She noted that reluctance within the industry to share financial information has also slowed progress.

Events like GITEX Africa play a role in bridging this gap by connecting creators, investors, and technology stakeholders. These interactions can lead to partnerships and funding opportunities that extend beyond the event itself.

Looking ahead, Isichei expects a more structured ecosystem to emerge, supported by legal, financial, and professional services tailored to creative industries. This would enable creators to build sustainable careers and allow investors to engage with the sector using reliable data and established frameworks.