Forging South–South Bridges: ACA and CCLA’s role in cross-cultural creative diplomacy

ACA and CCLA: Connectors across worlds

Conexiones Culturales de Latinoamérica (CCLA), founded in April 2020, is a collaborative network connecting Latin American music industry professionals, including festivals, agencies and producers. Its mission is to improve mobility, strengthen professional ties, and create business opportunities through joint projects and training initiatives. The organisation is rooted in the belief that culture, particularly music, drives intercultural dialogue, economic growth and social progress.

Arts Connect Africa plays a similar role across the continent, uniting voices through its involvement in more than 50 festivals. Its recent announcement of the Ibadan training reaffirmed its commitment to preparing Nigerian artists for MASA 2026.

Working together, ACA and CCLA combine their strengths: CCLA brings Latin American networks, professional development programmes and expertise in regional collaboration through festivals, touring circuits, mentoring and digital platforms. ACA contributes pan-African reach, festival infrastructure and established ties to MASA. Their alignment transcends borders and language barriers, opening new pathways for creatives on both continents.

Why cross-regional exchange matters

African musicians, particularly those working in traditional genres, often face isolation and a lack of formal industry infrastructure. The Ibadan workshop exposed artists to festival programming, touring strategies and cultural diplomacy, demonstrating that tradition and innovation can coexist. It showed that heritage can be preserved while also reaching global audiences.

Building sustainable networks and amplifying voices

The Ibadan training exemplified how cross-continental cooperation can make a tangible impact by strengthening artists’ commercial knowledge, promoting cultural heritage and creating viable opportunities for creative practice.

Through its network of more than 50 festivals, ACA provides not only platforms for performance but also spaces for learning through masterclasses, workshops and rights education. According to Music In Africa, this strategic oversight allows ACA to influence how African culture is represented and disseminated globally.

CCLA articulates its vision in similar terms, committing to “strengthen professional music links… promote artistic mobility… multiply business opportunities… through exchange of best practices and the creation of collaborative projects”. The Ibadan training was a practical demonstration of these values.

Beyond performance opportunities, amplifying African and Latin American voices requires infrastructure, finance, supportive policy and recognition. Festivals and industry markets are key sites of cultural diplomacy. When artists engage in cross-regional training, and networks and organisations collaborate, the creative industries can fuel economic growth, support tourism, preserve heritage and expand global representation.

A call to action for policymakers and cultural institutions

For this model to succeed and expand, the following actions are essential:

1. Fund cross-border training programmes that integrate tradition, innovation and market readiness.
2. Simplify mobility frameworks by easing visa requirements, work permits and festival exchange systems.
3. Embed culture within diplomatic agendas, recognising artistic exchange and creativity as assets of soft power.
4. Develop bilateral policy partnerships between African and Latin American governments to co-fund platforms, co-host festivals and harmonise frameworks for rights, royalties and cultural heritage.
5. Invest in professional development, including technical training (sound engineering, production, touring) and creative entrepreneurship, IP literacy and international networking.

Conclusion: A shared future through shared culture

The ACA–CCLA partnership in Ibadan demonstrates what is possible when artists, organisations and policymakers collaborate across continents. This model of South–South engagement shows that regional integration between Latin America and West Africa can achieve more than cultural production: it can strengthen economies, safeguard heritage and inspire innovative futures.

The message is clear for policymakers, cultural institutions and industry professionals: cross-cultural exchange is not optional but essential. ACA and CCLA are proving that South–South collaboration can drive growth and cultural vitality. Expanding these bridges, with greater equity, reach and frequency, should be a shared priority.

Kayode Adebayo is the CEO of Ckrowd and board director of Arts Connect Africa (ACA). The views expressed in this article are his and do not necessarily reflect the views of the publication.