Idris Elba has achieved fame through standout roles in ‘The Wire’ and ‘Luther,’ but he is now directing his influence toward a new mission: transforming the African entertainment industry. His ambition is not only to elevate African voices but also to make Africa a central hub for global creative production. His vision includes building film studios across the continent, with his first project planned for Zanzibar, a culturally rich island in Tanzania.
Idris Elba’s Vision for the African Entertainment Industry
The project kicked off after Elba met with Tanzanian President Samia Suluhu Hassan at the World Economic Forum. Impressed by the possibilities, the Zanzibar government allocated nearly 200 acres for the studio project. The studio aims to rival renowned global hubs like Hollywood and Nollywood, creating a localized platform that showcases African talent and perspectives.
Elba’s project goes beyond merely producing films; it seeks to reshape the perception of Africa on a global stage. He noted that much of the media around Africa comes from outside the continent and often highlights negative aspects. With a median age of 19, Africa’s youth hold a unique and optimistic vision, and Elba is determined to give them a stage to share their stories.
The Economic Potential of Africa’s Creative Sector
Africa’s untapped creative sector holds significant economic promise. Although Africa makes up 18% of the world’s population, it represents only 1% of the global creative economy. Goldman Sachs projects that the sector could double in value over the next five years. A recent UNESCO report also highlights the potential of Africa’s film and audiovisual industry, suggesting it could create 20 million jobs and contribute $20 billion to Africa’s GDP by 2030.
Global players like Netflix and Disney have already invested in African countries like Kenya, South Africa, and Nigeria, recognizing the continent’s growing appeal. However, Elba believes local governments have yet to fully grasp the sector’s economic potential. He argues that if supported by proper regulation and investment, Africa’s creative economy could mirror the success of South Korea’s entertainment industry, which saw rapid growth and contributed $27 billion to its economy.
Developing Sustainable Infrastructure for Creative Growth
Elba recognizes that studios alone won’t establish a thriving entertainment industry. Africa’s creative sector faces challenges in copyright protection, funding, and payment structures that hinder its growth. A notable roadblock is the limited banking infrastructure across many African nations, making it difficult for creatives to get paid for their work. To address this, Elba has partnered with Stellar, a blockchain-based platform, to introduce the Akuna Wallet, a digital wallet for creatives.
Akuna Wallet facilitates secure, peer-to-peer payments in digital currencies, offering creatives financial independence without traditional bank accounts. By bypassing banks, it supports artists in regions with limited financial infrastructure, enabling them to easily manage payments and royalties. This initiative could bring financial inclusion to a large part of Africa’s youth population, nearly 60% of whom are unbanked, especially in countries like Ghana.
Supporting Young African Talent Through Collaboration and Training
To strengthen Africa’s creative ecosystem, Elba’s project also focuses on skill development and partnerships. In a promising collaboration, Tanzania is partnering with South Korea to send African actors to Busan for specialized training. This partnership aligns with Elba’s belief that nurturing talent and creating sustainable pathways for African creatives is essential. He envisions a talent pipeline that can consistently produce high-quality work, fostering a global reputation for African media.
Elba’s strategic approach includes building relationships with local governments to gain their support. He believes that if governments witness the economic impact of a thriving entertainment sector, they’ll implement policies to encourage its growth.