Idris Elba’s Vision for Africa’s Entertainment Industry

Idris Elba, renowned for his iconic roles in The Wire and Luther, is shifting gears from Hollywood to a project that could reshape the entire entertainment landscape across Africa. With roots stemming from Sierra Leone and Ghana, Elba is on a mission to establish film studios on the continent, with a groundbreaking project set to kick off in Zanzibar, Tanzania—a picturesque island known for its pristine beaches and rich culture.

Elba’s vision took form during a meeting with Tanzanian President Samia Suluhu Hassan at the World Economic Forum in Davos last year. Their conversation sparked plans for the first studio in Zanzibar, which the government has graciously earmarked nearly 200 acres for construction. As Zanzibar’s Minister for Investment, Shariff Ali Shariff, quipped, Elba’s ambitious project might even bear a quirky name, such as “Zallywood” or “Zawood.”

Idris Elba’s dreams for Zanzibar

A New Era for African Storytelling

Elba’s ambition extends far beyond just building a studio. He recognizes the glaring gap in global media representation of Africa, stating that much of the imagery we consume about the continent often isn’t created by Africans. “A lot of media is centered around negative depictions of Africa,” Elba conveyed passionately. He urges the world to see the vibrant narratives of Africa propelled by its young, optimistic populace, who deserve the chance to tell their own stories.

Indeed, Africa represents a colossal 18% of the world’s population yet accounts for a mere 1% of the global creative economy. Goldman Sachs predicts this sector will double in just five years. Elba’s initiative could feasibly contribute to a brighter future for African creatives, ushering in a new era of artistic expression and economic growth.

The timing of Elba’s undertaking is serendipitous: a recent report from UNESCO highlights that Africa’s film and audiovisual industry could create 20 million jobs and add $20 billion to the continent’s GDP by 2030. Major players like Netflix and Disney are already making significant investments in burgeoning markets like Kenya, South Africa, and Nigeria.

Learning from Global Models

Nevertheless, Elba emphasizes that many governments, particularly in developing regions, have yet to fully grasp the economic potential of the creative sector. He discusses how infrastructural challenges—especially in areas concerning copyright and investment—have hindered growth. Drawing parallels to South Korea’s extraordinary rise in entertainment exports, which have surged at a staggering average annual rate of 13.7% from 2017 to 2021, Elba sees a promising blueprint for Africa.

Currently, Tanzania is seeking to emulate this model by forging partnerships with South Korea to train African actors in Busan, emphasizing the importance of both talent and infrastructure.

Celebrating African creativity in film

Innovative Solutions: Enter Akuna Wallet

Building studios, however, is only part of what will be necessary to ignite an entertainment revolution. Elba has astutely recognized a crucial piece of this puzzle: how to enable creators to receive fair compensation in regions riddled with limited banking options. To tackle this issue, he has collaborated with Stellar, a blockchain-based system, to develop the Akuna Wallet. This innovative digital wallet is specifically designed to cater to the creative economy, allowing artists, filmmakers, and musicians to securely manage their payments and royalties.

With nearly 60% of Ghana’s population under 25 and many young Africans remaining unbanked, the Akuna Wallet seeks to bridge that gap by facilitating payments for local creatives through a straightforward and efficient model.

“Popular platforms for monetizing creative work often require bank accounts, which excludes many young Africans,” Elba explained. “We need a financial model that allows for consistent quality creation.”

The Ripple Effect of Creative Economic Growth

Elba firmly believes that if local governments begin to witness the benefits of a thriving entertainment economy, they will create the conditions necessary for it to flourish. He optimistically concludes, “It will grow, and it can grow.” With his motion to create studios and implement innovative financial solutions, Elba isn’t just dreaming; he is laying the groundwork for what could become a monumental shift in how the world perceives African arts and stories.

As we look to the horizon, one can’t help but feel that Elba’s vision could spark a renaissance of African cinema, allowing for the rich tapestry of cultures, traditions, and stories to resonate on a global scale. Let us support this journey, as it might just redefine the narrative of an entire continent.

Advent of African cinema

The stakes are high, the potential is vast, and the world is watching. With figures like Idris Elba at the helm, the future of Africa’s entertainment industry surely appears brighter than ever.