The creative sector is receiving heightened attention from both the United States and Africa, according to Lisa Walker, Managing Director of Africa Operations at Prosper Africa. Walker outlined that the U.S. initiative aims to enhance investment and trade relations with African countries, positioning Atlanta as a key hub for African creatives. The city is increasingly recognized for providing a vibrant platform where African storytellers, fashion designers, and musicians can collaborate and expand their influence.
Prosper Africa is working to attract private investment by partnering with all 17 federal agencies and engaging unconventional investors, including institutional investors and high-net-worth individuals. The organization’s goal is to reshape Africa’s image by showcasing its innovation and creativity while respecting traditional narratives.
A recent panel discussion featured Walker alongside notable figures such as Reuben E. Brigety II, U.S. Ambassador to South Africa; Karl Carter, CEO of Snake Nation; Lonwabo Mavuso, Co-Founder and Executive Director of Adani Africa; Azania Muendane, founder of Locations Africa Projects; and Mayenzeke Baza, Head of Distribution and Financing at AAA Entertainment at FAME Week Africa in Cape Town. The panel discussed innovative collaborations, funding challenges, and strategies for strengthening creative partnerships between Atlanta and Africa.
Brigety highlighted the Atlanta Phambili project, launched by the U.S. Embassy, as a representation of the successful U.S.-South Africa collaboration within Atlanta’s thriving ecosystem. The initiative, meaning “forward” in Zulu and Xhosa, aims to deepen ties between the U.S. and South Africa by connecting the Diaspora and promoting economic growth.
He also noted the significant progress in Atlanta’s creative sector, citing Tyler Perry Studios as a major contributor. Brigety emphasized that these collaborations extend beyond investment and trade, focusing on personal connections and the essential role of creative industries in storytelling. This aligns with the South African philosophy of Ubuntu, emphasizing unity through shared stories and experiences.
Karl Carter, CEO of Snake Nation, discussed Atlanta’s pivotal role in global American culture and the deep influence of African traditions on music, film, and television. Carter aims to bridge the gap between diaspora creators and U.S. market opportunities, enhancing connections between creators and their audiences.
A new initiative is set to address misconceptions and promote understanding in the creative sector through storytelling and intellectual property. According to Carter, the focus is on developing young creators, leveraging technology to accelerate their careers, and investing in infrastructure to enhance ownership and equity within the creative economy. The goal is to connect emerging talent with wider audiences and expanded opportunities.
Mayenzeke Baza, Head of Distribution and Financing at AAA Entertainment, highlighted the global reach of his role. “My responsibility involves identifying markets outside Africa for content that often highlights black narratives,” Baza explained. As a leading distributor for major streaming platforms, he underscored Atlanta’s significance as a key market due to its rich cultural scene and dynamic creative industry. Baza noted that Atlanta offers advanced financial solutions for creative projects, surpassing those available in South Africa.
“The financial services and market solutions available in Atlanta are crucial for the creative sector,” Baza remarked. “The city’s local banks provide support that is still emerging in South Africa. My deep connection to Atlanta reveals its potential for further collaboration and expanding global distribution.”
Azania Muendane, founder of Locations Africa Projects, discussed the importance of identity in storytelling. “At Locations Africa Projects, we celebrate Africa’s diverse landscapes and cultures. Our aim is to attract international projects that respect this diversity while also supporting local productions,” Muendane stated.
She emphasized the value of featuring significant landmarks in global storytelling. “By showcasing key locations, such as streets and parks, we help bridge cultural and economic gaps between continents, enriching global narratives,” Muendane added. This approach is expected to drive economic growth through tourism and related opportunities.
Lonwabo Mavuso, Co-Founder and Executive Director at Adani Africa, addressed the role of data in the creative sector. “Reliable data is essential for understanding industry dynamics,” Mavuso noted. He referred to a recent study indicating a 300% increase in black representation in the TV industry since 2004, though this increase is primarily in lower-level positions.
Mavuso highlighted the need for ongoing transformation and inclusion, especially in leadership roles. He stressed that investing in black-owned businesses, which are more likely to hire underrepresented groups, and women-owned businesses, which often invest in community development and provide leadership opportunities for women, is crucial for achieving true inclusivity in the creative industry.
