How Diaspora Businesses Can Leverage African Talent in the Global Creative Economy
The global creative economy is at a pivotal moment, evolving rapidly in response to a digital-first world that values innovation, diversity, and unique voices. For entrepreneurs in the African diaspora community, this presents a tremendous opportunity—not just to grow your business but to be part of a larger movement that fosters cultural pride, innovation, and economic empowerment.
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By intentionally working with African creatives, you can help build a legacy that not only benefits your business but also uplifts the African community on a global scale.
This is your moment to lead by example. It’s time to recognize the immense value that African talent brings to the table and to act on it.
What are The Opportunities for African Diaspora Entrepreneurs
The global creative economy is one of the fastest-growing sectors in the world. In fact, according to UNESCO, the global creative economy was valued at over $2.25 trillion before the pandemic, accounting for nearly 30 million jobs worldwide.
As the world increasingly turns to digital content, fashion, music, film, and design, there is a growing demand for authentic, diverse voices. Amid this, it’s important to acknowledge that Africa’s creative potential remains largely untapped in this global market, making it a ripe area for innovation, growth, and leadership.
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For entrepreneurs in the African diaspora, this is more than a business opportunity—it’s a chance to bridge the gap between Africa’s rich cultural heritage and the world’s demand for new, exciting narratives.
There is another good news about it. By hiring and collaborating with African creatives, you not only set your business apart in a crowded global marketplace but also contribute to the economic empowerment of Africa.
Why act Now?
In recent years, African countries have made significant strides in nurturing their creative industries. For example, Nigeria’s Nollywood is now the second-largest film industry in the world by output, and Africa’s music scene, led by genres like Afrobeat, has taken the global stage with stars like Burna Boy, Tiwa Savage, and Wizkid achieving international acclaim.
The success of African creative industries is further supported by global initiatives such as the African Continental Free Trade Area (AfCFTA), which promotes intra-African trade, including in creative sectors.
At the same time, African governments and international investors are recognizing the value of supporting creative industries.
According to the African Development Bank, creative industries represent a $4.2 billion opportunity in Africa’s economy. As an entrepreneur in the diaspora, you are uniquely positioned to take advantage of this momentum, combining your global perspective with African creative talent to build something truly remarkable.
Leading by Example: The Role of Diaspora Entrepreneurs
As a member of the African diaspora, you carry the dual responsibility of both honoring your heritage and leveraging your global experience to create pathways for future generations.
What that means is that by collaborating with African creatives, you set an example for others in the community. This shows that African talent is not only viable but invaluable on the global stage.
Cultural Leadership
Make no mistake about this, your leadership goes beyond your business; it extends to cultural stewardship. By working with African creatives, you act as a cultural ambassador, showcasing the richness and diversity of African narratives to the world.
This kind of leadership is crucial for challenging stereotypes and elevating African stories in a global context.
Why do you think in AClasses Media, we are consistently talking about the collaboration among members of the diasporan community and between the diaspora and African countries? It’s because we believe in this wonderful synergy.
Consider, for example, the story of Iyinoluwa Aboyeji, a Nigerian entrepreneur and co-founder of Andela, a company that connects African software developers with global companies.
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Aboyeji’s mission was not just to build a business but to create a global talent pipeline that would uplift African tech professionals and integrate them into the global economy. This approach helped Andela secure millions in investment and employ hundreds of African tech professionals, creating a ripple effect that extends far beyond the company’s profits.
The Success Stories in Action for African diaspora entrepreneurs
There are countless examples of African diaspora entrepreneurs who are already leading by example. One such case is Mo Abudu, the CEO of EbonyLife Media. Through her media company, Abudu has brought African stories to the forefront, producing films and TV shows that not only entertain but also challenge the global narrative around Africa.
Her partnership with Netflix to create a slate of African films is a testament to the power of collaboration between African creatives and global platforms.
These stories illustrate the potential of African talent when given the opportunity to shine. As an entrepreneur in the diaspora, you have the power to create similar opportunities in your own business by hiring African creatives and working with African companies to deliver world-class products and services. That is what AClasses Creative Studio was designed to do.
Building a Legacy: Collaboration and Innovation in Action
When you choose to work with African creatives, you are doing more than just filling a job vacancy. Instead, you are building a legacy of collaboration, innovation, and cultural pride. You are contributing to an ecosystem that uplifts everyone involved and paves the way for future generations of African talent to thrive.
Collaboration Over Competition
The beauty of working with African creatives is the opportunity for true collaboration. African creative minds bring unique perspectives shaped by the continent’s rich cultural heritage, making them powerful partners in creating innovative, original work. When you collaborate, you are not just outsourcing tasks, you are building something greater than the sum of its parts.
For example, African fashion has become a global phenomenon, with designers like Laduma Ngxokolo of South Africa’s MaXhosa and Nigeria’s Kenneth Ize gaining international recognition for their culturally rooted designs.
These designers have achieved success through partnerships with global brands and diaspora investors who recognize the value of their creativity. What about the unique power of innovation?
Innovation Through Diversity
Working with African creatives also means injecting diversity into your business, which is a key driver of innovation.
According to a report by McKinsey & Company, businesses with diverse workforces are 35% more likely to outperform their competitors. This is particularly true in creative industries, where fresh perspectives and unique cultural influences can lead to groundbreaking ideas and solutions.
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By tapping into the creative power of Africa, you bring an innovative edge to your business that helps you stand out in the global marketplace. Whether it’s through digital content creation, fashion design, or technology, African talent is pushing the boundaries of creativity and reshaping industries around the world.
Some Practical Steps to Get Involved in Hiring African Talent
You may be wondering how you can start collaborating with African creatives. Fortunately, there are several simple, actionable steps you can take to begin integrating African talent into your business operations.
1. Identify Talent Needs
Start by assessing the specific creative needs of your business. Do you need a graphic designer? A copywriter? A filmmaker? Understanding your talent needs will help you focus your search.
2. Use Platforms Like AClasses Creative Studio
AClasses Creative Studio makes it easier than ever to connect with African creatives. The Creative Studio is designed to bridge the gap between African talent and global businesses, offering a curated selection of creatives across various industries, from content creation to graphic design to web development and much more.
By using such platforms, you can gain access to a pool of highly skilled professionals ready to contribute to your business’s success.
3. Invest in Long-Term Partnerships
Rather than treating African talent as a one-time outsourcing solution, consider forming long-term partnerships. This approach fosters trust, collaboration, and mutual growth, ensuring that both your business and the creative talent you work with thrive in the long run.
4. Support Local Infrastructure
It’s also essential to support the broader creative ecosystem in Africa. Invest in training programs, mentorship, and local business development initiatives that help African creatives develop their skills and reach their full potential.
By contributing to the local infrastructure, you not only enhance your business but also help build a sustainable creative economy in Africa.
Growing the African Economy Through Creativity
When you hire African creatives, you’re not just benefiting your business—you’re contributing to the overall growth of the African economy.
According to the International Labour Organization (ILO), Africa’s creative industries could employ more than 15 million people by 2030 if given the right support.
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This means that your investment in African talent has a direct impact on job creation, economic empowerment, and poverty alleviation across the continent.
Beyond Business: Strengthening Cultural Bonds
It’s important also to note that working with African creatives isn’t just about economic growth. It’s also about strengthening cultural bonds and enriching the global creative narrative.
By supporting African talent, you help to elevate African stories, ideas, and innovations on the global stage. This creates a more inclusive global economy where African voices are heard and valued.
Conclusion – It’s Time to Lead, Not Follow
Now is the time to take action. As an entrepreneur in the African diaspora, you have a unique opportunity to lead by example, setting the standard for how businesses can leverage African creativity for global success.
By making a conscious decision to hire African talent, you not only enhance your business but also contribute to the long-term growth of Africa’s creative economy.
This is more than just business—it’s about building a legacy of collaboration, innovation, and cultural pride. So, what’s your next step?
Consider joining the movement by making a conscious decision to work with African talent for your next project. Let’s take our businesses and our collective power to the next level.
Want to learn more about storytelling? Start by downloading the first chapter of The Storytelling Mastery.
