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Irvine, Dreaminfluence Accelerate Growth of Africa’s $3bn Creator Economy

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Irvine Dreaminfluence $3bn creator economy

Irvine Partners, a leading creative communications agency with offices in Africa and Europe, has signed an exclusive licence with Dreaminfluence as their Africa partner. Dreaminfluence, an all-in-one platform that empowers brands to build and scale influencer marketing has executed 1,000s of influencer campaigns and worked with over 20,000 influencers.

This innovative platform’s digital capabilities will support the content creators who are driving Africa’s rapidly expanding $3.08 billion creator economy. Despite creators on the continent taking advantage of platforms like TikTok, African creators still earn significantly less than their counterparts in other regions, despite producing high-quality content. Furthermore, infrastructure limitations and a digital skills gap hinder the progress of the creator ecosystem.

Monetization should not be out of reach for African creators says Rachel Irvine, CEO of Irvine Partners. She adds that “Dreaminfluence provides digital infrastructure and connects creators to brands, backing their work so they too can unlock opportunities while brands can grow their reach with authentic content that resonates with audiences.”

Dreaminfluence CEO, Mads Wedderkopp, explains “We have worked with many leading brands in the Nordics and are excited to finally bring our platform to Africa through this exclusive partnership with Irvine Partners.”

“The decision to work with Irvine Partners as our Africa partner was a no-brainer, given the roster of clients they serve, and their continental and European footprint.”

Some of the leading brands that use Dreaminfluence for their influencer campaigns are Nivea, L’Occitane, and Estee Lauder Group.

How it works

Dreaminfluence was founded in 2018, to transform influencer marketing from being about affiliate links and discount codes to focusing on actual brand ambassadorship. This vision is translated into the features that Dreaminfluence offers, for both brands and influencers.

These brand features include: 

  • Discovery of influencers: Brands can find the right influencers for their campaigns, without wasting time on influencer outreach

  • Campaign analytics: Track campaign performance, report the value and identify the best-performing influencers

  • Building relationships: Influencers move from short-term brand campaigns to long-term brand ambassadorship

  • Campaign management: Manage influencer payments, product shipping and secure content usage rights

  • Paying multiple influencers at a time with one click

For influencers, the features are: 

  • Apply to join a brand team or campaign through the app

  • Be selected as part of the ambassador team

  • Join new campaigns when they are published 

  • Run all campaign admin including payments, content ideas, and approvals through the app

Sign up here

The Dreaminfluence difference

Irvine Partners is constantly working with influencers across Africa on different campaigns for its clients and Dreaminfluence provides an innovative way to streamline agency relations with leading and emerging content creators on the continent. 

Mohale Moloi, Content Director at Irvine Partners explains that “creator marketing studies tell us that more than 50% of brands plan to increase their spending on influencer marketing in 2025. But making sure these campaigns deliver results across the whole marketing funnel requires an in-depth understanding of market nuances, which is what we bring to the table.”

By working with a dynamic platform like Dreaminfluence, Irvine Partners will take influencer campaigns to the next level by combining local insights with a platform that makes everything from campaign selection to payments more efficient.

“We are most excited about the actionable campaign data and high ROI that Dreaminfluence offers,” says Moloi.

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CANAL+ Eyes MultiChoice Turnaround as Stocks Debut on JSE

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CANAL+ JSE

By Adedapo Adesanya

CANAL+ has expressed confidence in its ability to turn around the fortunes of struggling broadcaster MultiChoice as it marks a milestone by becoming the first French company listed on the Johannesburg Stock Exchange (JSE).

The secondary listing of CANAL+ signals strong international confidence in South Africa’s capital markets and reinforces the JSE’s role as a conduit between global capital and African growth opportunities, it said in a statement.

CANAL+ enhances the JSE’s sectoral diversity and provides local investors with direct, rand-denominated exposure to a globally diversified media and entertainment business with a significant African footprint. CANAL+ listed on the London Stock Exchange in December 2024.

The group’s listing on the JSE aligns with its long-term strategy to expand its presence in high-growth markets, particularly in sub-Saharan Africa, where rising connectivity, a young and growing population (expected to increase by 800 million by 2050), strong GDP growth (4.5 per cent growth expected between 2026 and 2030) and accelerating demand for content and connectivity continue to drive sector growth.

The JSE listing will increase CANAL+ liquidity and enable African investors to benefit from CANAL+ growth.

According to Mr Maxime Saada, CEO of CANAL+ said, “Joining the Johannesburg Stock Exchange is a statement of our ambition and illustrates our belief in Africa’s future and its creative industry.

“We are proud to become the first French company ever to list in Johannesburg and the only global media and entertainment company listed on the exchange.

“Following our listing on the London Stock Exchange 18 months ago, this dual listing reinforces our ambition to be a bridge between Europe and Africa and anchors our dual-continental approach, consolidating our unique position in the global media and entertainment industry,” he said.

He noted that CANAL+ serves more than 40 million subscribers and generates €9bn in annual revenue.

“Africa will be our growth engine for years to come, and we are dedicated to creating value on the continent and sharing it with our African partners, investors and the creative community. By welcoming African investors, we deepen our roots, diversify our investor base and lay the foundation for the next phase of our growth.”

Commenting on the listing, Ms Valdene Reddy, Group CEO of the JSE, said, “We are proud to welcome CANAL+ to the JSE and to mark the first listing of a French company on our exchange.

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AfDB President Sees More African Nations Regaining Investment-Grade Ratings

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Sidi Ould Tah

By Adedapo Adesanya

The President of the African Development Bank (AfDB), Mr Sidi Ould Tah, says more African countries are likely to regain or achieve investment-grade credit ratings by next year as reforms begin to deliver results and economic growth accelerates.

Several African sovereigns have already been upgraded in recent months, including Nigeria. However, Nigeria is not yet near investment-grade status.

In May, S&P Global Ratings upgraded Nigeria’s sovereign credit ratings to ‘B’ with a stable outlook, citing structural reforms under President Bola Tinubu and key drivers like higher oil production and improved fiscal revenue.

The country is still five notches from investment-grade. Under S&P’s rating scale, the progression follows— B → B+ → BB- → BB → BB+ → BBB- (investment grade).

S&P raised Morocco to investment grade last year and increased South Africa by one level to BB in November. Ghana, Zambia, the Ivory Coast and Kenya have also benefited from positive rating action linked to fiscal, debt and economic reforms.

“We’re quite confident that the continent will continue to grow very strongly and that African countries will be better rated in the coming years,” Mr Ould Tah said in an interview with Bloomberg.

“We’ve seen Morocco receive investment grade during the last few months, and we expect other countries by next year to get toward that,” he added.

The outlook reflects improving fiscal positions and reforms implemented across countries on the continent, even as the conflict in the Middle East threatens to slow economic growth and raise costs for energy-importing nations. Better credit ratings can help countries borrow at lower rates and fund development projects.

The AfDB projects the continent’s gross domestic product expansion will accelerate to 4.4 per cent next year, if the conflict in the Middle East does not extend for a longer period. It expects the continent to slow to 4.2 per cent this year.

The war in Iran has benefited oil producers such as Nigeria, Angola and Gabon, while exerting pressure on the fiscal positions of net energy importers such as South Africa, Kenya, Ghana and Senegal.

Mr Ould Tah said the bank is ready to support countries facing budget constraints and high debt burdens due to the impact of the Iran crisis, including increasing credit lines to them.

“The board of directors of the bank will examine in the coming days how the bank can increase the volume of resources it will provide to its member countries in this specific situation,” he said.

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State Duma Reviews Africa’s Food Security

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State Duma

By Kestér Kenn Klomegâh

Within the framework of the Expert Council on Africa at Russia’s State Duma, the lower chamber of parliamentarians, during its annual round-table conference, held in late May 2026, focused concretely on food security in Africa.

Under the chairmanship of Deputy Speaker of the State Duma, Alexander Babakov, the council’s round-table session on Russian-African cooperation in the field of ensuring food security, introduction of closed cycle technologies in agricultural and bioeconomy projects, was held in the State Duma.

Opening the meeting, Alexander Babakov noted the importance of continuing cooperation with African countries already in the new convocation of the State Duma, to which elections will be held in September 2026. “I am sure that right from the beginning of the work of the new convocation, the theme of cooperation between Russia and African countries will work as an example for circulation and use in other areas,” he said.

Member of the Committee on the Development of the Far East and the Arctic, deputy chairman of the Expert Council on Africa, Nikolai Novichkov, in his speech stressed the importance of a gradual transition to trade with African high-tech countries. “Our African partners are interested in producing and processing food locally, including earning a living on it,” the parliamentarian stated.

Director of the Department of Partnership with Africa at the Russian Foreign Ministry, Tatiana Dovgalenko, drew attention to the continued importance of the humanitarian component of Russian-African cooperation, which, despite efforts, “unforeseen, including and along the lines of specialised UN agencies, the number of hungry people in the world, according to experts, has been growing over the past few years.” According to Dovgalenko, the food crisis is localised in about 10 countries, four of which are in Africa.

As first deputy chairman of the Committee on International Affairs, Alexei Chepa noted, the food crisis and a number of other serious threats on the African continent are today exacerbated by a complex international situation, with the United States and Israel versus Iran causing rising energy prices worldwide. “This has also reflected on the cost of fertilisers that needed to be purchased previously. Even if prices fall in a few months, the yield still won’t. And there will be problems in Africa. At the same time, we understand that population growth in the coming years will be at Africa’s expense,” Chepa underlined in his contribution at the meeting.

Alexei Chepa also mentioned the special role of security enhancement in Africa, including in countering extremism and terrorism.

As part of the continuation of the work of the roundtable to promote cooperation with African countries in ensuring food security, the introduction of closed-loop technologies in agricultural and bioeconomics projects was discussed. As a traditional procedure, some recommendations are addressed to the Government of the Russian Federation.

In addition to representatives of the State Duma, diplomats, scientists, experts from related fields, representatives of the Government of the Russian Federation and the business community took part in the round-table discussion.

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