EWA Creative Connect london: Unlocking the Potential of Africa’s Creative Economy

The London edition of the EWA Creative Connect served as a strategic follow-up to our debut during Grammy Week in Los Angeles. As the architects of Entertainment Week Africa (EWA), our goal for this global circuit is the transition of African culture from a point of "discovery" to a state of absolute economic capture. Africa has already won the battle for global influence. From film and fashion to the global dominance of our sound, the continent is the primary exporter of "cool." Yet, while the creative economy prepares to cross the $100 billion threshold, a massive gap remains between cultural visibility and actual financial sovereignty. The ease of discovery through digital platforms has removed traditional gatekeepers, but visibility is a hollow metric if the systems for monetization remain stagnant. Darey, Chief Creative Officer of Livespot360 and Co-founder of Entertainment Week Africa, grounded the conversation in a hard reality: discovery has scaled, but our frameworks for rights management, royalty collection, and structural funding have remained on the periphery. With 60% of the African population under 25, we are producing stories faster than we are building the systems to protect them. The foundational reason for the EWA platform is to construct the structural bridges that turn a cultural "moment" into a sustainable, scalable market. A vital shift discussed in London is the transition from raw talent to commercial capability. For too long, the industry has treated artistic skill as a commodity. In today’s global market, talent alone is merely "work-for-hire." Tiwa Medubi, Managing Director of Livespot360, emphasized the need to bridge the "missing middle", the gap between the star creator and the informal hustler. Harnessing the total value of our output requires well-run creative enterprises with audited books, clear IP documentation, and scalable operating systems. Investors and global brands fund businesses they understand. The formalization of the "boring" infrastructure, contracts, rights documentation, and revenue dashboards, is what allows informal creativity to become bankable. The industry often focuses on talent and output, but infrastructure is what makes the sector measurable, scalable, and ultimately investable. Technology is the catalyst for this transformation, and the next phase is Ownership. Deola Aromiwura, Head of Commercial Services at Livespot360, highlighted that true participation in the value chain requires owning the distribution platforms and the data they generate. Data is the language of capital; it provides the visibility into consumption patterns and revenue flows that unlock serious funding. Behavioural and revenue data make the sector legible to capital, providing the patterns and returns that investors require to move from interest to investment. Through Labspot, we are intentionally developing human capital with a focus on enterprise development, ensuring talent translates into sustainable business. The EWA Deal Room acts as a filter, refining these businesses into investable opportunities and connecting them with strategic global partners. The trajectory for the next ten years is ambitious. The marriage of immense talent with rigorous financial architecture positions Africa to become a global hub for cultural production.