Idris Elba’s Vision for Africa’s Entertainment Industry
Hollywood actor, Idris Elba
Idris Elba met Ɔtomfoɔ Osei Tutu 11
Patrick Effah.
Idris Elba has made his mark in Hollywood with memorable roles in “The Wire” and “Luther.” Now, the London-born actor is setting his sights on a new venture 10,000 miles away, aiming to revolutionize the entertainment industry in Africa. With roots in Sierra Leone and Ghana, Elba is determined to transform the continent's creative landscape.
Elba's ambitious plan involves establishing film studios across Africa, beginning in Zanzibar, the Tanzanian semi-autonomous island famous for its pristine beaches. The idea first emerged last year during a meeting with Tanzanian President Samia Suluhu Hassan at the World Economic Forum in Davos. Their discussions led to the proposal for the first studio in Zanzibar, which Elba envisions as a foundational step towards creating a global entertainment hub.
In August, the Zanzibar government offered Elba nearly 200 acres for construction. “Idris Elba will be building a modern studio similar to Hollywood, Nollywood, or Bollywood,” announced Zanzibar’s Minister for Investment, Shariff Ali Shariff, who humorously suggested names like “Zallywood” or “Zawood” for the emerging industry.
Elba's project extends beyond film production; he seeks to elevate Africa's creative sector, which he believes is underrepresented on the global stage. “Much of the imagery about Africa isn’t even generated from Africa,” he stated at the Stellar Development Foundation’s Meridian conference in London. “A lot of media focuses on negative depictions. However, the median age in Africa is 19; these young people are optimistic and deserve the opportunity to tell their own stories.”
The economic potential of this initiative is significant. Despite Africa making up 18% of the world’s population, it contributes only 1% to the global creative economy, a sector that Goldman Sachs predicts will double in the next five years. A recent UNESCO report highlights that Africa’s film and audiovisual industry could generate 20 million jobs and add $20 billion to the continent's GDP by 2030. Major players like Netflix and Disney are already investing in countries like Kenya, South Africa, and Nigeria.
However, Elba notes that many governments in emerging economies have yet to recognize the economic possibilities within the creative sector. The absence of regulations and investments, especially in copyright and financing, hampers growth.
Elba draws parallels between Africa's potential and the rapid expansion of South Korea’s entertainment industry. Between 2017 and 2021, Korean pop-culture exports grew at an average annual rate of 13.7%, significantly outpacing overall export growth. This surge reportedly contributed $27 billion to Korea's economy.
Tanzania is beginning to emulate this model by partnering with South Korea to train African actors in Busan. Yet, Elba recognizes that establishing studios is only part of the solution for igniting an entertainment revolution.
“It’s all been a puzzle,” he remarked, referring to the complexities of developing a new industry. A crucial piece of this puzzle is devising payment solutions for creators in regions with limited banking infrastructure.
To address this challenge, Elba has teamed up with Stellar, a blockchain-based platform, to launch Akuna Wallet. This digital wallet is designed for artists, filmmakers, and musicians, allowing them to manage payments and royalties without traditional banking systems. By facilitating peer-to-peer transactions in digital currencies, Akuna Wallet provides a secure payment option in areas with inadequate financial services.
With nearly 60% of Ghana’s population under 25, many young Africans remain unbanked. A pilot program launched this week in collaboration with the Ghanaian government aims to simplify payment processes for local creatives, enhancing financial inclusion in the industry.
“Popular platforms for monetizing creative work often require bank accounts, which excludes many young Africans,” Elba explained. “We need a financial model that supports consistent quality creation.”
Ultimately, Elba believes that if local governments witness a thriving entertainment economy, they will support its growth. “It will grow, and it can grow,” he asserted, emphasizing the vast potential of Africa's creative economy.
💻📲
Dnewshub editor
For adverts, contact
effahpatricknaq@gmail.com
Tags
Entertainment