A few months ago, Nigerian filmmaker Bolanle Austen Peters revealed that her Netflix epic House of Gaa was shot at her 10,000-acre film village in Epe, Lagos State, Nigeria. She is the latest in the line of Nigerian filmmakers to own a full film village, joining Kunle Afolayan and Ibrahim Chatta, who have also built film villages in Oyo State, Nigeria. In Uganda, Faisal Kiwewa, a member of Arts Connect Africa, is leading the Bayimba Centre for Visual and Performing Arts projects in Lunkulu Island, Uganda. In this piece, we discuss the importance of creative hubs like these for the African creative industry.
According to Prosper Africa, a US Trade and Investment Initiative, over the past five years, the African creative sector has experienced outsized growth and impact in popular culture—from art and entertainment to music and fashion. In fact, according to a report by PricewaterhouseCooper. The African music industry, for example, is projected to grow to $500 million by 2025.
The Prosper Report further states that human capital development is one of the four components that the African creative industry needs to build a self-sustaining ecosystem that will deliver value to the continent. But beyond just churning out creatives who can sing or create art, the industry needs to develop a lot more music business professionals who will create a structure that ensures that the creative industry benefits the African continent economically rather than just the artists. Part of the ways to develop this strong human capital base is to build spaces where creative business professionals can connect, exchange ideas, access necessary resources, and participate in the collective evolution of their craft. Hence the need for creative spaces. Here are a few reasons why creative hubs are important for African creative industry professionals.
Building The Spirit of Collaboration and innovation
Creative work, whether at the artistic level or the business level, thrives on collaboration. By bringing together individuals from diverse disciplines—whether visual artists, musicians, filmmakers, event organizers, or digital storytellers—hubs encourage the cross-pollination of ideas. In a shared space, a designer might collaborate with a digital animator to create interactive digital art, or a filmmaker might team up with music producers to develop a groundbreaking music video. This collaborative spirit often leads to innovations that wouldn’t be possible in isolation.
Moreover, creative hubs are a good place for professionals to hone their skills. Since creative hubs are designed to lower the barriers to access (e.g., affordable studio space, shared equipment), they provide opportunities for professionals to take risks, try new ideas, and push the boundaries of their business practices without the fear of financial loss or isolation. The above-mentioned Lunkulu, for example, offers a space for creative industry events where event organizers who do not have the capacity to run large events can hone their event management skills.
- Creating Access to Resources and Mentorship
One of Arts Connect Africa’s missions is to create a mentorship space where older and more experienced music professionals can mentor the newbies in the professional space and help them develop. Unique creative hubs help bridge this gap by offering access to these tools, often in the form of shared facilities or subsidized services. Additionally, these hubs often provide mentorship programs where industry veterans can guide emerging talent, helping them navigate both creative and business challenges.
Mentorship is vital in an industry like the African creative industry, where the line between artistry and entrepreneurship is often blurred. African creative hubs like those mentioned above can offer workshops on branding, marketing, legal aspects of intellectual property, and financial management that empower both creatives and professionals alike to not only hone their craft but also build sustainable businesses.
- Driving Cultural and Economic Development
Creative hubs have a profound impact on both local culture and the economy. When creatives cluster in a shared space, the surrounding area often experiences a cultural renaissance. This can lead to the revitalization of neighborhoods, the creation of local employment opportunities, and increased tourism. For instance, neighborhoods with a high concentration of creative hubs may see the growth of galleries, performance venues, and independent retail stores, creating a ripple effect that benefits the broader community.
- Preserving and Promoting Cultural Identity
One of the unique values that Africa offers the global creative industry is her cultural heritage. Unique creative hubs play a vital role in preserving and promoting local art forms, crafts, and traditions. With business professionals that promote traditional music, textile design, or indigenous art forms, blending them with modern techniques to create new hybrid genres. By providing a platform for local professionals to showcase their skills and collaborate with global peers, these hubs help ensure that cultural expressions are not only preserved but also evolve in contemporary ways.
- Building a Sense of Community and Belonging
A sense of belonging is crucial for creativity. Artists, creators, and innovators often work in isolation, which can lead to burnout and creative blocks. Creative hubs act as support systems, offering a community where members feel connected, inspired, and valued. These hubs often host regular events, from networking nights to art showcases, where members can exchange ideas, gain feedback, and feel part of a larger creative movement.
- Adapting to the Digital Shift
As more creative industries migrate to digital platforms, hubs are evolving to include virtual spaces. Unique creative hubs are no longer confined to physical locations; many have embraced online networks, digital mentorship programs, and collaborative tools that allow creatives to work together from anywhere in the world. This not only expands the reach of local creative hubs but also allows for global collaboration, increasing opportunities for diverse and innovative partnerships.
Conclusion: The lifeblood of creative economies
At Arts Connect Africa, we believe that creative spaces are the lifeblood of the creative economy. In fact, one of the objectives of our Rhythms of Africa documentary project is to explore the possibility of building creative spaces for practitioners of traditional African music genres.
At the ACA, we have realized that as the world continues to evolve, these hubs will become increasingly vital, helping to shape the future of creativity by nurturing the next generation of innovators. Investing in and supporting these spaces is crucial for the continued growth and sustainability of the African creative industry.
