Idris Elba is Building an Entertainment Industry in Africa
Idris Elba, the acclaimed London-born actor known for his iconic roles in The Wire and Luther, is setting his sights on transforming the African entertainment landscape. With a vision to establish film studios across the continent, Elba’s journey begins on the semi-autonomous island of Zanzibar in Tanzania, known for its stunning beaches.
The initiative was inspired by a meeting with Tanzanian President Samia Suluhu Hassan during the World Economic Forum in Davos last year. Following their discussions, the Zanzibar government pledged nearly 200 acres of land for the construction of a modern film studio, which Elba envisions as the cornerstone of a new global entertainment hub. Zanzibar’s Minister for Investment, Shariff Ali Shariff, announced the ambitious project, suggesting potential names for the industry, such as “Zallywood” or “Zawood.”
Elba believes that Africa’s creative sector is often overlooked in global narratives. “Much of the imagery about Africa isn’t even generated from Africa,” he stated during the Stellar Development Foundation’s Meridian conference in London. He emphasised that the continent’s youthful population, with a median age of just 19, deserves the opportunity to share their stories and perspectives.
The financial potential of Africa’s creative industry is significant, yet largely untapped. Despite representing 18% of the world’s population, Africa accounts for only 1% of the global creative economy. However, Goldman Sachs projects that this sector could double in the next five years. A recent UNESCO report indicated that the film and audiovisual industry in Africa could generate 20 million jobs and contribute $20 billion to the continent’s GDP by 2030. Streaming giants like Netflix and Disney are already investing in markets such as Kenya, South Africa, and Nigeria.
Despite these opportunities, many African governments have yet to fully recognise the economic benefits of a thriving creative sector. Elba noted challenges related to regulation, copyright, and financing that hinder growth. He cited the success of South Korea’s entertainment industry, which saw pop-culture exports grow significantly between 2017 and 2021.
In an effort to address the financial challenges faced by creators, Elba has partnered with Stellar to launch Akuna Wallet, a digital payment platform tailored for the creative economy. This blockchain-based solution allows artists, filmmakers, and musicians to manage payments and royalties independently of traditional banking systems, facilitating peer-to-peer transactions in digital currencies. This initiative aims to bring financial inclusion to many young Africans, especially in regions where traditional banking is less accessible.
A pilot programme launched in collaboration with the Ghanaian government seeks to streamline payment processes for local creatives, enhancing their access to financial resources. “Popular platforms for monetising creative work often require bank accounts, which excludes many young Africans,” Elba explained, stressing the need for a sustainable financial model to support consistent creative output.
With local governments’ support, Elba is optimistic about the future of the entertainment industry in Africa. “It will grow, and it can grow,” he asserted, envisioning a vibrant ecosystem that empowers the continent’s creative talents.
