Africa's Creative Frontiers
The Business of Fashion, Music and Film Production
This book can be opened with
Note on our eBooks and Audiobooks: you can read our eBooks (ePUB or PDF) and listen to audiobooks on the free Emerald Books app on iOS, Android, and desktop. Or read and listen on Emerald's online reader (ePUB eBooks and audiobooks only). To purchase a digital book you will need to create an account if you don’t already have one. After purchasing you will receive instructions on how to get started.
- Description
- Contents
- Reviews
- About
Africa’s creative economy is capturing global attention, powered by bold storytelling, digital innovation, and deep cultural authenticity. From Nollywood’s cinematic rise to the worldwide influence of Afrobeats and the emergence of circular fashion, the continent’s creative industries are not only thriving—they are redefining Africa’s place on the world stage.
Africa’s Creative Frontiers brings together scholars, researchers, and practitioners to examine how fashion, music, and film are transforming African economies. It explores intersections with tourism, sustainability, and entrepreneurship, with implications for job creation, cultural preservation, and inclusive growth. This book offers critical perspectives on the challenges and opportunities shaping Africa’s creative industries, along with country-level and regional insights and strategic guidance on innovation, intellectual property, and evolving business models.
Foreword; Charles Igwe
- Part I. Introduction and Cross-Cutting Themes
- Chapter 1. Africa’s Creative Economy: Global Frameworks, Regional Challenges, and Sustainable Opportunities; Ogechi Adeola
- Chapter 2. Creative Work: Rethinking Tourism in Africa through Content Creation in the Creative Industry; Isaiah Adisa, Ihunanya Erondu, Lukman Lasisi, and Franklin N. Ngwu
- Part II. Film and Visual Storytelling
- Chapter 3. Nigeria’s Movie Industry: An X-ray of Business Models; Oluyemi Theophilus Adeosun and Sheneni Felix Maiyaki
- Chapter 4. The Emerging Socio-Economic Goldmine: The Popularity of Nollywood in South Africa; Amaechi Kingsley Ekene and Prince Obinna Njoku
- Chapter 5. Digital Disruption in Sub-Saharan Africa’s Creative Industry: How Netflix and Other Streaming Platforms Revolutionise Film Production and Distribution; Olaniyi Evans and Ogechi Adeola
- Chapter 6. Rethinking the Creative Economy: Addressing Barriers and Exploring Solutions in the Ghanaian Performing Arts Sector; Emmanuel Nii-Ayi Solomon, Stephen Mahama Braimah, Gideon Awini, and Woelinam Kwame Dziewornu-Norvor
- Part III. Fashion and Visual Arts
- Chapter 7. Circular Fashion: Sustainable Approaches for Elevating Tanzania’s Fashion Industry; Mary Raphael Marcel
- Chapter 8. Circular Economy in African Fashion: Tradition, Innovation and Sustainability; Ogechi Adeola, George Kimathi, Deogratias Bugandwa Mungu Akonkwa, Emmanuel Mogaji, and Olaniyi Evans
- Chapter 9. Harnessing Cultural Elements for Economic Prosperity: A Case Study of Terra Kulture in Nigeria's Creative Industry; Chinedu Ndigwe and Isaiah Adisa
- Part IV. Music and Creative Soundscapes
- Chapter 10. Marketing Africa Through Music: A Conceptual Model Based on Ghana’s Music Industry; George Kofi Amoako
- Chapter 11. Kenyan Music: Marketing Outreach Viability; Paul Katuse
- Chapter 12. Nigerian Music in the African Creative Economy: Cultural Fusion and Innovation; Ogechi Adeola and Olaniyi Evans
- Part V. Synthesis and Policy Direction
- Chapter 13. Unlocking Africa's Creative Economy: Strategies for Growth in Film, Fashion and Music Industries — Conclusion and Recommendations; Ogechi Adeola
A timely and compelling exploration of Africa’s dynamic creative industries as catalysts for economic growth, social transformation, and global cultural influence.
Ogechi Adeola is a Professor of Marketing and Deputy Vice-Chancellor at University of Kigali, Rwanda, and Adjunct Professor at Torrens University Australia. Her research and consultancy work cover marketing, entrepreneurship, and tourism, with publications in leading journals. She has co-authored multiple award-winning papers and received the Emerald Literati Award for Outstanding Paper in 2022. She edited the seminal two-volume Casebook of Indigenous Business Practices in Africa (2023) and is listed in the Stanford–Elsevier Top 2% Most Influential Scientists in the World (2025).