📅 Sunday Edition | 🌍 How to Trade With Africa – Weekly Newsletter (Edition #30)
Introduction
Africa’s creative industries are no longer on the sidelines—they are the heartbeat of global entertainment, economic growth, and trade in services. With Afrobeats topping international charts, Amapiano filling dancefloors worldwide, and African films securing Netflix deals and Oscar nominations, the world is finally tuning in to the economic power of African creativity.
But how do we move beyond just recognition? How do businesses, investors, and entrepreneurs tap into Africa’s booming creative sector—not just as fans, but as strategic partners in trade and investment?
This 30th edition of our newsletter breaks down the business of music and film in Africa, its connection to Trade in Services, and how the African Continental Free Trade Area (AfCFTA) can shape new opportunities for both African and global investors.
The Creative Economy: A Multi-Billion-Dollar Opportunity
🌍The global music and film industries generate billions of dollars annually:
- The global music industry is valued at over $30 billion.
- The U.S. film industry alone contributes $170 billion to GDP, supporting 2.5 million jobs.
- Africa’s creative industries, despite their rich talent, contribute less than 1% to the global market.
But this is slowly changing. African creativity is no longer just about culture—it’s a key economic driver and a strategic trade asset.
🎶 African Music: From Local Beats to Global Trade
African music, particularly Afrobeats, Amapiano, and Afro-fusion, has become a global sensation. Streaming platforms, international record labels, and event promoters are investing heavily in African talent.
📊 African Music Industry by the Numbers
- Burna Boy became the first African artist to sell out London’s Wembley Arena and New York’s Madison Square Garden.
- Rema’s “Calm Down” remix with Selena Gomez became the first African song to hit 1 billion Spotify streams.
- Tyla’s “Water” made history as the first Amapiano track to win a Grammy (2024).
- Spotify, Apple Music, and Boomplay are expanding aggressively into Africa, creating new revenue streams for artists.
🎬 African Film Industry: A Sleeping Giant Awakens
Africa’s film industry—led by Nollywood, South Africa’s film sector, and emerging markets in Ghana, Kenya, and Senegal—is one of the fastest-growing entertainment industries.
📊 Key Stats on African Film
- Nollywood produces over 2,500 films annually, second only to Bollywood.
- Netflix invested $23 million into Nigerian film productions between 2016–2023.
- The Woman King (2022), starring Viola Davis, grossed $97 million, proving African stories have global appeal.
With AfCFTA promoting intra-African trade, Africa’s film and music industries will in the future have better market access, improved distribution networks, and greater opportunities for cross-border collaboration.
🎵 Trade in Services: The Creative Industry as an Economic Asset
Trade in Services refers to intangible products such as entertainment, tourism, technology, and professional services. Africa’s creative industry falls squarely in this category, making it a critical part of Africa’s trade economy.
🔗 How Music & Film Link to Trade in Services
- Digital Streaming & Distribution – Platforms like Netflix, YouTube, Spotify, and Boomplay are digital service providers facilitating global trade in African music & film.
- Live Events & Concert Tourism – African artists now headline Coachella, Glastonbury, and Madison Square Garden, bringing in billions in ticket sales, sponsorships, and tourism revenue.
- Branding & Advertising – Brands globally use Afrobeats and Amapiano for marketing and commercials, making African entertainment a tradeable service.
- Education & Skill Development – International schools now offer Afrobeats dance classes, African music production courses, and film workshops, turning African creativity into a global educational asset.
- Intellectual Property & Licensing – Licensing African music & films for global use increases Africa’s trade footprint in the creative economy.
With the AfCFTA , Africa now has a continental framework and upon its full realization, it has great potential to ease cross border trade.
🌍 The AfCFTA & How it will contribute to the Creative Trade Across Africa
The African Continental Free Trade Area (AfCFTA), the world’s largest free trade agreement, connects 1.4 billion people across 55 African countries, creating a $3.4 trillion economic bloc.
How does this impact Africa’s music & film industries?
✔ Increased Market Access – African artists and filmmakers can now distribute content across borders without restrictive tariffs.
✔ Copyright & Intellectual Property Protection – The AfCFTA strengthens IP laws, ensuring African artists benefit financially from their creativity.
✔ Investment & Funding – New policies encourage local and international investors to support Africa’s entertainment sector.
✔ Cross-border Collaboration – Nigerian filmmakers can now co-produce with South Africans, Ghanaians, and Kenyans, opening up new trade avenues.
For businesses, this is an opportunity to invest in Africa’s creative economy while benefiting from a unified market.
🚀 How to Trade & Invest in Africa’s Creative Industries
For entrepreneurs, businesses, and investors looking to tap into Africa’s entertainment sector, here’s where the biggest opportunities lie:
🎧 Music Industry Investment Areas
✅ Streaming & Digital Platforms – Investing in music distribution services for Africa’s digital audience.
✅ Music Festivals & Live Events – Sponsoring or hosting Afrobeats & Amapiano festivals for tourism & trade.
✅ Music Publishing & IP Protection – Setting up royalty collection & music licensing services in Africa.
✅ Technology & Innovation – AI-powered music discovery, blockchain for artist payments, and digital music studios.
🎬 Film Industry Investment Areas
✅ Production & Distribution – Supporting Nollywood, South Africa’s film industry, and pan-African co-productions.
✅ Cinemas & Film Infrastructure – Developing high-quality cinemas & digital movie platforms for African films.
✅ Talent Development & Film Schools – Training the next generation of African actors, directors, and screenwriters.
✅ International Partnerships – Creating African-Hollywood or African-Bollywood collaborations.
With Africa’s youthful population (60% under 25 years old) and rapid digital adoption, the market is ripe for investment and strategic partnerships.
🔥 The Future: Why Now Is the Time to Trade in Africa’s Creative Industries
Africa’s creative economy is at a tipping point. The world is listening, watching, and investing. The question is:
Will you be part of Africa’s creative revolution or watch from the sidelines?
🎯 For Investors & Businesses – Now is the time to invest in streaming, licensing, live events, and artist development.
🎯 For African Entrepreneurs – Take advantage of AfCFTA’s market access and expand your business across Africa.
🎯 For Policymakers & Trade Experts – Strengthen copyright laws, create funding mechanisms, push for digital trade policies, and push for full implementation of the AfCFTA to ease cross border facilitation of trade across Africa.
🌍 Africa’s culture is its greatest asset. Let’s trade it wisely. 🎶✨
📢 Call to Action: Join the Movement!
🚀 Are you a business looking to trade with Africa?
🚀 Are you an investor interested in Africa’s music & film boom?
🚀 Are you a creative entrepreneur looking to scale across Africa?
Now is the time. Let’s build Africa’s creative economy together. 🎶🎬🔥 📩 Contact us to explore trade, partnerships, and investment opportunities!
Until next time, stay inspired, stay curious and Let’s connect!
Warm regards,
Your Trusted Guide to Trading with Africa