The proliferation of new media and creator platforms has shaped and transformed how we produce and consume content.  It has accelerated the emergence of creative entrepreneurs and storytellers, propagating their experiences, ideas and businesses to audiences across the globe.  The global creator economy is estimated to be worth over $100 billion and enhanced economic growth for creators globally, particularly those residing in the Global North.

However, existing creator platforms have inadequate monetisation systems that fail to address the needs of Africa-based creators. Few digital platforms offer accessible payment solutions, which often exclude African countries from earning programmes and the ability to receive income in African currency accounts.  For instance, Medium and Substack’s payment processor does not cover African countries. Only 13 African countries are included in YouTube’s Partner Programme, which allows creators to acquire income from the platform’s advertising revenues.  Additionally, ad-based revenue models dominated the industry in the early days of social media. Still, few content creators actually reap the benefits of this revenue model, often requiring thousands, if not millions, of views to receive adequate compensation.  

These are just a few examples of the barriers Africa-based creators have to face to participate in the creator economy. Left unchecked, this creates a lack of diversity of thought and exacerbates financial exclusivity and social immobility for African content creators.

The Opportunity 

Africa thrives on entrepreneurship, and digital platforms must cultivate creative opportunities for the world’s youngest continent.  Yes, increasing infrastructural challenges loom, such as erratic access to electricity, rising unemployment, and exchange rate fluctuations. However, at AMAKA, we see creator platforms as a massive catalyst for economic inclusion for Africa’s content creators. They provide opportunities to earn in foreign currencies and give creatives autonomy over when and where they can work – which is essential in the context of volatile employment markets. 

According to Oxford Economics' ‘The State of the Creator Economy’, YouTube contributed $25 billion to the  American economy, supporting over 400,000 full-time jobs in 2021. With 570 million active internet users across Africa, coupled with the knowledge that 70% of Africa’s population is under 30, it is hard to ignore the potential of matching or even exceeding similar economic gains that YouTube has brought to the United States. 

Creator platforms directly allow creators to diversify their income and revenue streams and introduce alternative monetisation schemes such as branded content deals, paid speaking engagements and merchandise sales. Furthermore, creators almost become a brand themselves, indirectly employing freelancers and creatives to build an economic, creative network hub. The entire ecosystem supports the creative economy’s supply chain resulting in a high financial impact through job creation and GDP growth.

What We’ve Built and Where We're Going

At AMAKA, inclusivity across the media value chain is at the heart of our mission —  from publishing underrepresented stories to employing Pan-African creatives to produce our content. We are doubling down on our efforts by launching our Creator Platform, which provides digital tools for Pan-African creators to publish their stories, own their audiences and generate recurring income. We have expanded our platform to offer an inclusive tech ecosystem that understands Africa-based creators' unique challenges.  

Our goal is to unlock freedom in three key ways: representational freedom, creative freedom and financial freedom. Our Creator Platform will integrate with Africa’s leading fintech platforms allowing creators to receive income in their local currencies and international bank accounts. Creators can reach a highly targeted and relatable audience and earn directly from their true core community by setting their prices through subscriptions and other monetisation tools. We are also aiming to connect creators to advertisers looking to tap into the diverse audience in emerging markets. 

Ownership of our stories is only possible with financial autonomy and the ability to lead our creativity on our terms. We also aim to deepen diaspora relationships and increase the supply of diverse creative talent who are often overlooked and ignored. 

We are making the digital media value chain more inclusive by creating an infrastructure rooted in community, accessibility and amplification for and by Pan-Africans.

Supporting Our Community 

We launched the closed beta of our new Creator Platform in November 2022. We received insightful stories from our community, ranging from analyses of mental health and anxiety to spotlighting film journalists making strides in the industry. During our closed beta test, we rewarded two creators who garnered the most views on the Creator Platform. They won a $1500 creator grant, a one-month part-time paid placement at  AMAKA, and editorial amplification across our digital channels. 

Shalom Esene’s  “It’s Time to Address the Eldest African Daughter Syndrome”  garnered close to 2000 page views and eloquently explored the impossible expectations placed on the eldest daughter in various African households. Interviewing writers, business owners and media professionals, Esene conveys the challenges of navigating the plight of being the eldest daughter and offers insight into how readers can forge their own paths. 

Miracle Okah, our second winner, garnered over 800 cumulative page views across the four stories published on our Creator Platform. Okah’s stories explore themes across mental health, rejection and bodily autonomy, offering stories she hopes invokes positive change amongst Black women worldwide. 

Stories like these continue to motivate us to provide a digital ecosystem that supports the distribution of under-represented narratives, and boosts creativity without external influences and media gatekeepers. We are dedicated to offering an alternative avenue of financial compensation for  Pan-African creators to fortify their passions and creative skill sets. 

Today we usher in a new era of AMAKA.

Autonomy over our voices and monetisation of our creations is integral to AMAKA’s ethos.  Our Creator Platform demonstrates the lived experiences of Pan-African audiences far and wide. We are playing our part in encouraging the economic integration of Africa’s digital creators in the global digital ecosystem. This, in turn, will contribute to the growth of Africa’s economy through creativity, fuelling the continent’s changing entrepreneurship landscape and serving as a mode of social development for marginalised communities.

Sign up today to participate in the evolution of the AMAKA platform. Start sharing your stories to create Our World Together.