Six questions with the British Council’s Kwame Safo

One of the people at the centre of this effort is Kwame Safo, the British Council’s Relationship Manager for Arts. With over two decades of experience as a DJ, producer and cultural advocate, Safo has a strong passion for programmes that nurture creative talent and strengthen collaboration between Africa and other markets.

Based in the UK, Safo will travel to South Africa for ACCES 2025 in Tshwane, where he’ll join dozens of professionals from across the continent for a panel discussion titled Export Models, Networks and Strategies: Rethinking Global Access for African Music. Ahead of the conference, he spoke to Music In Africa about the British Council’s commitment to Africa’s creative development, its approach to equitable partnerships, and what drives his passion for collaboration.

MUSIC IN AFRICA: How does the British Council support the professional growth of African creatives?

KWAME SAFO: Across Africa’s music landscape, many emerging talents face barriers to resources and visibility. Since 2022, our Music Connects Africa programme has supported more than 150 artists and professionals to monetise their work and build sustainable careers, creating 39 direct and over 100 indirect jobs. Supporting artists such as Mwendamberi, who performs as a key act at ACCES this year, shows what’s possible when targeted support meets raw talent.

How important are sustainability and economic viability to the future of the creative sector?

We see the arts as a catalyst for entrepreneurship and inclusive growth. Our Creative Economy Weeks in Nigeria, Uganda and Zimbabwe have reached over 2.5 million people online and 3 000 in person, bringing together artists, policymakers and entrepreneurs. These engagements not only grow networks but also influence creative policy at national level.

How does the British Council assess the long-term impact of its cultural work?

The British Council are led by insights and research to support robust growth of creative economies and reflect the holistic opportunities. Projects like the International Showcase Fund has been a useful mechanism to embed showcase platforms (which are not as known to Global north music markets) into spaces where African showcasing can benefit from greater commercial opportunities. We also work with experts in their field. In Music past partners for our Creative Economy Support Music Programme Nigeria such as Godwin Tom of Imagine is now the Sony Music Lead Nigeria, and founder of Music Business Academy for Africa.

How can African professionals build stronger global connections on fairer terms?

African professionals must harness digital tools to access new markets and expand beyond traditional creative centres like London. There’s huge potential in engaging with Scotland, Wales and Northern Ireland. I co-founded BLACMEX, the UK’s first Black music export office, to connect organisations committed to Black music genres – many of which trace their roots directly to Africa.

How central is collaboration to your work?

The British Council believes equitable collaboration is critical. Centring local priorities allows us to build partnerships that are sustainable, trust-based and mutually beneficial.

Why is ACCES an important platform for Africa’s creative development?

ACCES exemplifies what happens when collaboration meets opportunity. Working with partners like Music In Africa allows us to attract investment, exchange ideas, and strengthen policy dialogue across the continent. It’s a powerful space for creativity, business and cultural exchange—and we’re proud to support it as it continues to grow.

About the British Council  

The British Council is the UK’s international organisation for cultural relations and educational opportunities. We support peace and prosperity by building connections, understanding and trust between people in the UK and countries worldwide. We do this through our work in arts and culture, education and the English language. We work with people in over 200 countries and territories and are on the ground in more than 100 countries. In 2024-25, we reached 599 million people.

About ACCES

ACCES is a pan-African trade show for music industry players to exchange ideas, discover new talent, and create business linkages. Held in a different African city each year, ACCES attracts active music industry players from across the globe. ACCES 2025 is organised by the Music In Africa Foundation, a non-profit pan-African organisation, in partnership with the City of Tshwane, the South African National Conventions Bureau, and the SAMPRA Development Fund. See all our sponsors and partners here.