Showbiz
Forces of Change in the Creative Industries – Going Beyond Tech
By Amine Djouahra
As we are nearing the end of the first half of 2023, we have all become more comfortable with change and disruption. Whether it is the pandemic, environmental factors, unstable global economic conditions, or tech evolution, we have learned to bounce back quickly. One industry that has had to be particularly agile during the past few years is the filmmaking industry.
Canon’s new report (written in conjunction with The Future Laboratory) – The Future of Filmmaking, reveals the industry’s efforts to be a catalyst of change that inspires the creative industry to transform its narrative and to shine its spotlight on topics that will be significant in shaping the future of our world, and that of the African continent.
Interestingly, the report sheds light on the human landscape and its power to create, cultivate, and drive change. The power of people ultimately makes things happen and pushes us toward progress and advancement in any industry. The report highlights four crucial aspects that may be driven by tech but not necessarily led by tech. In my view, these are significant factors directly proportional to the content creation and filmmaking industries and will undoubtedly shape the future of these industries.
Rise of the Creative Class
According to the UNESCO report, global cultural and creative industries (CCIs) are estimated to generate about $2.25 trillion annually, which accounts for 3% of the global GDP and employment of around 30 million people worldwide. It is fascinating to see the rise of this creator economy, which the report identifies as the “New Creative Class”. As we witnessed an unprecedented boom in digitalisation over the last 10 years, this creative class sprang into action using technologies to deliver a fresh and novel take on content creation.
If we lens in on the African continent, which is closer to home and more interesting to me, we see some remarkable trends in the creative economy. In Nigeria, as this report shows, the sector employs 4.2 million people and is expected to employ a further 2.7 million by 2025, an increase of more than 50% in the next two years.
Despite the significant contribution made by the new creative class toward societal and economic progress, there still seems to be a gap in recognition compared to other industries. The emerging community of content creators is striving to achieve fair working conditions, equitable payment models, and new standards in the industry that reflect their value and contributions. This is a positive development for the creative sector in its rightful plea to be recognised and treated fairly compared to other industries.
Stay Local
The explosion of digital technologies may have given us the power to do anything from anywhere, but like all things, too much of anything is not always good and has its consequences. An interesting trend emerged with the plethora of content choices that suddenly became available for audiences to consume worldwide. People slowly started taking their eyes off the global stage and shifted their gaze towards local and homemade content that told stories of their land and their people.
Given our natural desire as humans to find meaning, connectivity, and relatability, the narrative of authentic stories led independent storytellers, documentary-makers, content creators, and filmmakers to explore topics that local people resonate with. So, it’s no surprise that global streaming giants like Netflix and Disney are investing in Africa to tap the unexplored potential and talent. The report encapsulates the essence of the ‘Stay global, go local’ movement and asserts that media organisations and creative firms will progressively be compelled to shift sight closer to home when it comes to entertainment and content production.
Conscious Consumption
The current climate crisis affects us all, no matter which industry or walk of life we come from. The severity of climate change needs to be taken seriously globally, and genuine efforts must be made for scaled initiatives to reduce our carbon footprints. The streaming industry is no exception to this; the carbon impact of the industry drastically needs to be reduced by adopting a more sustainable approach towards this issue.
The report underpins the significance of consumer demand as a key driver toward adopting sustainable practices and better industry standards. With people gaining more awareness about the environmental impact of their consumption choices, they are likely to demand pro-environmental practices, thus compelling the industry to adopt a pro-active approach towards sustainability.
Inclusive Innovation
The Future of Filmmaking report highlights the positive development of inclusivity and diversity. It emphasises that the new creative class is at the forefront of inclusivity and is not afraid to challenge the already-established broadcasters. This new generation of creators identifies technology to harness change and propel social progress. Decentralisation will be a key trend touching every area of the industry, from financing to licensing and distribution and more, creating new opportunities for the underrepresented creators and bringing them closer to their fans.
Continuing the Legacy of Storytelling
These trends are a wake-up call to many in the industry to pay attention to the changing needs of people and to evolve with them. However, we must always return to the basics and remember the importance of telling stories. While these trends affect the industry by and large, the shifts create more freedom for storytellers to come forth and tell their stories in unique and inspiring ways, enabling them to create content that is responsive to the tastes, locations, and ethics of their audiences in a way that has never been possible before.
All in all, the report tells me that this is an exciting time to be a creator, with the industry opening its doors to new opportunities that reflect change, growth, development, and progress.
Amine Djouahra is the B2C BU Director for Canon Central & North Africa
By Modupe Gbadeyanka
The 2019 single released by Nigerian singer, songwriter, and producer, CKay, Love Nwantiti, has officially surpassed one billion streams on Spotify.
This feat has made him one of the few African artists to reach this milestone and the first Nigerian solo act to achieve this.
The song has sustained a global appeal, with listeners from the United States, India, Indonesia, Brazil, and the United Kingdom playing it in the last 28 days alone, a proof of the track’s staying power well beyond its viral peak.
This achievement places CKay in an elite group of African artists with billion-stream records on Spotify, which includes hits driven by collaborations with Nigerian artists, such as Drake’s One Dance (featuring Wizkid and Kyla), Future’s Wait For U (featuring Drake and Tems), and Rema’s Calm Down (featuring Selena Gomez), and solo song Water, by Tyla.
Love Nwantiti was released on CKay’s EP titled CKay the First. It began as a slow-burn masterpiece that captured a global audience. It then broke out by blending the grooving rhythm of Afrobeats with an emotional feeling and an entrancing melody, a sound CKay himself pioneered and coined as Emo-Afrobeats, fusing African rhythms with raw, heartfelt emotion.
The song, which translates to sweet gentle love in the Igbo language, communicates an intense desire for a love interest. Its journey from a homegrown Nigerian track to a cultural sensation fuelled by countless dance challenges, social virality, and international remixes is proof of the widespread power of its sound.
It remains a fixture on playlists globally, with over 3.9 million playlist adds and sustained streaming momentum across continents.
CKay achieved this historic mark with a solo, non-collaborative lead release by a Nigerian artist. This distinction highlights his unique vision and singular impact as both a writer and performer, making him a true torchbearer for the new generation of African music talent.
The verdict is in and the message from Johannesburg is clear; the TikTok community has spoken, and Africa has crowned its newest icons. This past Saturday, the 2025 TikTok Awards Sub-Saharan Africa saw Nigerian creators assert their dominance, securing six out of the ten category wins in a night that celebrated the theme “New Era, New Icons”.
From the streets of Sokoto to the studios of Lagos, TikTok honoured the Nigerian trailblazers who are not just steering the global conversation on African culture.
On the night, creators also celebrated the role TikTok played in enabling them to share their culture. “Thank you, TikTok for giving us this platform to showcase our culture, to express our talent,” said 2025 Creator of the Year (@diaryofanortherncook) Raja’atu Muhammed Ibrahim.
Speaking on stage as he collected his Storyteller of the Year Award, Brian Nwana said, “Every single creator is a storyteller. We all tell stories that help drive the local communities, our cities, and our countries, and when we do that we change the perception that the world has about us”.
The platform has also played a significant role in spreading culture through music in 2025. 2025 Artist of the Year and “Laho” hit-maker, Shallipopi said, “Thank you, TikTok, for supporting all upcoming artists and giving them a spotlight to shine.”
The night of glitz, red-carpet glam and soul-thumping performances was a true celebration of African culture and the creativity that brought it to the world stage in 2025.
Here are the full winners from the night:
Creator of the Year (Sponsored by NIVEA)
Winner: Raja’atu Muhammed Ibrahim @diaryofanortherncook (Nigeria)
Taking the night’s most prestigious title, @diaryofanortherncook was recognised for her mastery of visual storytelling through food with the rich sounds of northern music. Based in Sokoto, the creator has captivated a global audience by documenting Northern Nigerian cuisine with that kind of cinematic flair that draws global attention to Nigerian food.
Storyteller of the Year (Sponsored by inDrive)
Winner: Brian Nwana @briannwana (Nigeria)
Based in Abuja, @briannwana claimed the Storyteller of the Year award through his food content. From street interviews to compelling personal narratives woven into his food adventures, Brian has a rare gift for capturing the human experience bite by bite. His content keeps audiences hooked from the first second to the last. His Guinness World Record for the most fast-food restaurants visited in 24 hours is just the latest example of his bold, inventive approach to content.
Education Creator of the Year
Winner: Izzi Boye @izziboye (Nigeria)
Making tech accessible to the masses, @izziboye is the go-to guy for gadget reviews, hacks, and digital tips. He proves that TikTok is a powerful classroom for the digital age.
Runner-up: @michelle_expert (South Africa) empowers her audience with expert advice and actionable insights from career development and financial literacy to personal growth and everyday decision-making.
Entertainment Creator of the Year (Sponsored by PEP)
Winner: Belove Olocha @beloveolocha (Nigeria)
A dominant force in content creation, Lagos-based @beloveolocha was awarded for her consistent ability to entertain and engage audiences with relatable movie content. She also stands out for incorporating her love for movies, sharing film moments and recommendations that resonate with her community. On stage, Olocha spoke about being grateful she took the risk to make a career as a content creator “Thank you to God first, and then to my mum, my family, and to my community. I want to thank TikTok. I resigned from my job to do content full-time, and it has not been a waste.”
Runner-up: Jabulani Macdonald @jabu_macdonald (South Africa) is a staple of South Africa’s entertainment scene, known for his quick wit and engaging presence.
Social Impact Creator of the Year (Sponsored by Dis-chem)
Winner: Dejoke Ogunbiyi @noositiwantiwa_ (Nigeria)
Using the platform for good, @Noositiwantiwa_ is driving conversations that matter. From Ibadan, she tackles social issues with grace and impact, mobilising her community for positive change.
Runner-up: Sinethemba Masinga @ufarm_julia (South Africa) – A champion for agriculture and sustainability, proving that farming is the future.
Artist of the Year
Winner: Crown Uzama @theycallmeshallipopipp (Nigeria)
2025 was the year of“Plutomania”. Shallipopi, popularly referred to as “Pluto Presido” by his fans, “plutomanians”, dominated the soundwaves and the platform, with tracks that sparked viral challenges and became the soundtrack of the year across the continent.
Guests were treated to an electrifying night of glitz and glamour, but the energy peaked when the Pluto Presido himself, Shallipopi, took the stage to accept his Award for the Artist of the Year Award. The Benin-born superstar has had the industry in a chokehold throughout 2025. His smash hit “Laho” both topped the charts and became a cultural reset as it sent shockwaves across our For You Feeds. Blending his signature Edo-infused street lingo with an irresistible Afrobeats bounce, the track sparked a viral frenzy that transcended borders, proving once again that when Nigeria creates, the world moves.
Supported by partner brands like NIVEA, inDrive, Coca-Cola, PEP and Dis-chem, winners hailed from Nigeria, South Africa, Kenya, Ghana, and Tanzania, reflecting the commitment to elevating the voices shaping entertainment, education, and social impact across the continent.
“With Nigerian creators securing six of the ten awards, we are honoured to celebrate their impact, especially as these victories were voted for by the TikTok community, who continue to champion the stories shaping culture”, reflects Boniswa Sidwaba, TikTok’s Head of Content Operations for Sub-Saharan Africa. Adding to this, she said, “Tonight’s ceremony was a gathering of the trailblazers who have redefined what it means to be a creator in Africa. This year, we are honoured to see West African creators who turned short video clips into cultural movements be recognised.”
Audiences across Africa will get a chance to experience the glamour, performances, and emotional acceptance moments when the ceremony is broadcast exclusively on TikTok LIVE on 11 December at 19:00 WAT on the @tiktok.africa account.
And the other 2025 Winners included:
Video of the Year
Winner: Fanuel John Masamaki @zerobrainer0 (Tanzania)
Tanzanian sports creator @zerobrainer0 makes a triumphant return, winning Video of the Year after securing Sports Creator of the Year in 2024. He has become a continent-wide fan favourite thanks to his signature beige blazer and his unique, silent comedy spin on football moments.
Rising Star of the Year
Winner: @tunero_animations (Kenya)
The future of African storytelling is animated. Celebrating the next generation of talent, the Rising Star award went to Nairobi-based @tunero_animations, who has carved out a niche with animated characters like Bob Kichwa Ngumu, whose clever, sarcastic and stubborn traits resonate with Kenyans and the world.
Runner-up: Esther Francis @estherfrancisbackup (Nigeria), adds a creative and relatable flair to health information that empowers users on the platform with credible information.
Food Creator of the Year (Sponsored by Coca-Cola)
Winner: @malumfoodie (South Africa)
Pretoria’s self-taught cook, @malumfoodie took home the trophy thanks to the flavour and fun his videos bring to the kitchen. His approachable recipes and charismatic delivery using South African street language called Spitori and native South African languages bring a fresh, entertaining twist to his recipes and meals.
Runner-up: Abena Amoakoaa Sintim-Aboagye @chefabbys (Ghana) – Showcasing the best of Ghanaian cuisine to the world with style. She was recently named amongst Time Magazine’s 2025 list of the 1000 most influential creators in the World
Sports Creator of the Year
Winner: @zozasportscast (Kenya)
From Nairobi to the world, the @zozasportscast team delivers football analysis with passion and precision. They represent a new wave of sports journalism, which is fan-led, authentic, and always on the ball.
Runner-up: Victor Ademola @ademolavictortv (Nigeria) has kept the Super Eagles and global football conversation alive with energetic commentary.
By Adedapo Adesanya
The All Africa Music Awards (AFRIMA) and the British High Commission in Nigeria have entered into a cultural partnership aimed at boosting creative exchange, strengthening cultural ties, and opening more international doors for African music as the 9th AFRIMA Awards is set to hold from January 7-11, 2026.
The collaboration, formalised through a newly signed Cultural Cooperation Agreement, also affirms that the British Deputy High Commission in Lagos will co-host the Welcome Soirée for the Nominees and Guests in Lagos, the official opening event of the 9th AFRIMA Awards Week.
The exclusive gathering will take place on January 7, 2026 and in attendance will be AU officials, AFRIMA delegates, jury members, international guests, nominees, creatives, and media professionals for an evening of networking and cultural connection.
Unarguably, Africa’s global music awards, the 9th AFRIMA, is organised by the International Executive Committee of AFRIMA in partnership with the African Union Commission and the Lagos State government as the Official Host City.
Speaking of the partnership, AFRIMA’s Chief Experience Officer (CXO), Mr Adenrele Niyi, described the collaboration as a strategic move to deepen cultural diplomacy through music.
“This partnership reflects AFRIMA’s mission to position African music as a global force,” she said. “Beyond the awards, we are committed to building spaces where creativity meets opportunity and where African talent can confidently engage the world. Working with the British High Commission expands our platform for industry innovation, collaboration, and meaningful cultural exchange.”
Mr Niyi added that this edition of AFRIMA will place strong emphasis on strengthening global creative-industry relationships.
“Partnerships like this show just how relevant African music has become on the world stage. We’re honoured to collaborate with such an important institution, and we believe the impact will go far beyond 2025.”
The agreement, signed by Mr Gill Lever OBE, Chargé d’Affaires, British High Commission Nigeria, aligns with the UK’s ongoing support for Nigeria’s creative industries through enhanced cultural exchange and innovation.
She said, “The UK is delighted to partner with AFRIMA to celebrate the extraordinary creativity and talent of Africa’s music industry. This collaboration reflects our commitment to strengthening cultural ties between the UK and Nigeria, and across the African continent. Our Jollof and Tea campaign has shown us the power of bringing people together through culture, and we’re excited to build on that spirit. We look forward to a week of celebration that showcases the very best of African music and opens new doors for creative exchange and collaboration.”
Across the five-day celebration, the 9th AFRIMA will deliver a lineup of key events including the Diamond Showcase (January 7–8), the Africa Music Business Summit (January 8), Host City Tour and CSR Visit, the Music Village Concert (January 9), the Nominees & Industry Party (January 10), and the Red Carpet and Grand Awards Night (January 11). The awards ceremony will be broadcast live to more than 84 countries, ensuring the excitement reaches audiences around the world.
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