As global demand for African content continues to rise, industry executives are emphasizing that infrastructure and technology must evolve alongside creative output to ensure value is retained within the continent’s creative economy.
The African film and audiovisual sector is projected to generate $20 billion annually by 2030, according to industry forecasts. However, stakeholders warn that without robust technological frameworks, a significant portion of that revenue could be lost to fragmented systems and external platforms.
“When people talk about the creative industry, the focus is often on talent and output,” said Deola Aromiwura, Head of Commercial Services at Livespot360. “But infrastructure is what makes the industry measurable, scalable, and ultimately investable. That’s where technology becomes critical.”
When People Talk About The Creative Industry, The Focus Is Often On Talent And Output But Infrastructure Is What Makes The Industry Measurable, Scalable, And Ultimately Investable. That’s Where Technology Becomes Critical
Deola Aromiwura, Livespot360
Aromiwura noted that while African creators have mastered distribution, ensuring their work reaches global audiences, ownership of the platforms and systems that generate revenue remains a challenge. She argued that building or owning the platforms that house creative work is essential to controlling the value chain.
A central issue identified by industry leaders is what they term the “monetisation gap,” where global consumption of African content does not translate into proportional financial returns for creators. Technology, including blockchain-backed transparency and automated rights management, is seen as a tool to close that gap.
Beyond creative output, Aromiwura stressed that data is essential for attracting investment. Investors require visibility into scale, consumption patterns, and returns, which technology can provide by translating creative work into measurable metrics.
“Investors need visibility,” Aromiwura explained. “They need to understand scale, patterns, and returns. Without data, it’s difficult to unlock serious funding.”
Tiwa Medubi, Managing Director of Livespot360, emphasized that human capital remains the ultimate infrastructure. She noted that initiatives such as Labspot and the EWA Deal Room are focused on building what she termed “Creative Enterprise,” equipping creators with skills in contract literacy and operational scaling alongside their artistic development.
The comments were delivered in the context of the EWA Creative Connect London event, which brought together industry stakeholders to discuss the future of Africa’s creative economy. Organizers framed the gathering as a shift in focus from discovery to systems building.
Industry projections suggest that with proper infrastructure and technology integration, Africa’s creative sector can move from being a cultural force to a structured, investable economic pillar. Stakeholders argue that technology is no longer an optional addition but the foundation upon which sustainable creative industries must be built.
