Idris Elba, the London-born actor known for his iconic roles in The Wire and Luther, is setting his sights on an ambitious new frontier—Africa’s entertainment industry. With roots in Sierra Leone and Ghana, Elba is dedicated to transforming Africa’s creative sector, starting with the construction of film studios across the continent. His first project will be in Zanzibar, Tanzania, where the government has granted nearly 200 acres of land for the venture.
Elba’s vision began to take shape after meeting Tanzanian President Samia Suluhu Hassan at the World Economic Forum in Davos last year. Their discussions laid the foundation for what could become Africa’s own global entertainment hub, with the potential to rival Hollywood, Nollywood, and Bollywood. Zanzibar’s Minister for Investment, Shariff Ali Shariff, has even coined playful names for the emerging industry: “Zallywood” or “Zawood.”
The project extends beyond film production, aiming to boost Africa’s global creative presence. Elba pointed out the need for Africans to tell their own stories, highlighting the continent’s youthful and optimistic population. “The median age in Africa is 19,” he said, “and these young people deserve the chance to tell their own stories.”
Africa’s creative sector remains underrepresented globally, accounting for only 1% of the global creative economy despite housing 18% of the world’s population. Elba sees massive potential for growth, especially with reports suggesting Africa’s film and audiovisual industry could generate 20 million jobs and $20 billion in GDP by 2030. Netflix, Disney, and other global players have already made investments in Kenya, South Africa, and Nigeria.
However, challenges persist, particularly around financing and copyright protection. Elba, inspired by South Korea’s entertainment boom, believes Africa can follow a similar trajectory. “We need governments to recognize the economic potential of the creative sector,” he said, emphasizing the need for regulatory frameworks to support growth.
To address one of the biggest obstacles—how to pay creators in regions with limited banking infrastructure—Elba has partnered with Stellar, a blockchain-based platform, to introduce Akuna Wallet. This digital wallet, launched in collaboration with the Ghanaian government, aims to provide financial inclusion for local artists by allowing peer-to-peer transactions without the need for traditional banks.
The initiative is crucial for a continent where many young creatives remain unbanked. “Popular platforms for monetizing creative work often require bank accounts, which excludes many young Africans,” Elba explained. The Akuna Wallet pilot project in Ghana could offer a solution, potentially bringing more financial autonomy and opportunities to Africa’s rising creative talent.
Elba’s efforts to elevate Africa’s creative economy culminated recently at the Africa Cinema Summit in Accra, where he received a painting from Padiki, symbolizing his deep connection and commitment to the continent’s future.
As Elba said, “It will grow, and it can grow”—and with his vision and partnerships in place, Africa’s entertainment revolution may be just beginning.
Source: Ghana/Starrfm.com.gh/103.5FM/Emmanuel Mensah
