Geography is no longer a barrier
Cost is much less of an obstacle.
Platforms like TikTok, Instagram, YouTube and Meta are dismantling barriers that once held many artists back.
Today, a dancer in Nairobi can go viral in New York. A theatre group in Lagos can stream performances globally. A musician in Accra can build a fanbase across five continents without ever leaving home.
The money is flowing too.
Platforms like Selar and ANKA are helping creators sell digital content and merchandise directly to fans. ANKA alone has processed over USD50M in exports to 175 countries empowering over 20,000 creators from 46 African nations.
Artists are monetizing performances on Spotify, YouTube and even through social features like Facebook reels’ and the platform X’s ad revenue. Some African creators are now earning millions annually, all thanks to views and listens.
Visibility is better than ever.
Think back to the Jerusalema challenge. A South African song goes viral on TikTok, and soon, it is danced to across the globe anywhere from churches to parliament buildings. This kind of reach used to take years. Now it takes days.
Platforms like Art And About Africa and @MoMAA are also playing important roles connecting artists with collectors and cultural institutions worldwide.
Technology is also pushing creative boundaries.
Tech like VR, AR, 3D modelling and animation are giving African artists tools to reinvent what performance looks like. Traditional art forms are merging with cutting-edge technology to create entirely new categories of performance art. BlackRhino VR
For the next generation, education is just a click away.
Online learning platforms mean a teenager in rural Uganda can access the same creative education as someone in London. Geographic and economic barriers to learning are disappearing.
The creative economy in Africa is transforming.
And digital platforms are at the centre of it.