Strengthening Africa’s cultural sectors: Integrating pan-African institutions for a stronger identity

The power of cultural diplomacy in Africa

Cultural diplomacy has become a key tool in shaping the world’s perception of Africa. African music, art, and film are already breaking barriers, with global successes such as Burna Boy, Black Coffee, and filmmakers like Wanuri Kahiu. These individual triumphs highlight Africa’s enormous creative potential. However, a more structured approach is required to sustain this success and elevate it further. The integration of pan-African cultural institutions could provide a platform for Africa’s creative sectors to coordinate efforts, share resources, and amplify their global presence.

Such collaborations would also support the establishment of cohesive cultural policies, uniting the continent under shared frameworks that elevate African narratives. Currently, many cultural sectors operate in isolation, leading to uneven development across nations. Greater cooperation could foster cross-border partnerships, align goals, and present a unified cultural front to showcase Africa’s rich heritage. This unity would also bolster Africa’s negotiating power in the international arena, where cultural exports such as music, film, and art are becoming increasingly lucrative.

Unlocking socio-economic potential through culture

Africa’s cultural sectors, if effectively integrated and developed, have the potential to drive significant economic growth. Countries like Nigeria, South Africa, Ghana, and Kenya are already leading in creative exports, with sectors contributing billions to their economies. According to a 2021 PwC report, Nigeria’s music and film industries are projected to grow by 5% annually, with Nollywood alone contributing over $600 million to the national economy. Despite these promising figures, there remains vast untapped potential in many other regions of the continent.

Developing robust cultural sectors can create jobs, boost tourism, and commercialise African creativity. However, this growth depends on policymakers creating favourable environments for creatives to thrive. This includes strengthening intellectual property rights, investing in cultural infrastructure, and ensuring proper financing mechanisms for the creative industries. Pan-African cultural institutions could facilitate knowledge-sharing among countries, allowing creatives in less-developed industries to learn from successful models elsewhere.

Moreover, enhanced cultural policies would attract global investors, positioning Africa as a key player in the creative economy. Large-scale festivals, exhibitions, and cultural programmes—organised and promoted by pan-African cultural bodies—would showcase the continent’s rich diversity, drawing international attention and investment. Events such as Morocco’s Visa for Music and South Africa’s Cape Town International Jazz Festival have already demonstrated the economic potential of Africa’s cultural sectors. Expanding these successes continent-wide could further drive growth and integration.

A unified African identity in a globalised world

In a globalised world where identity is increasingly fluid, fostering a unified African identity is essential. Through strategic collaborations among cultural institutions, Africa can celebrate its rich diversity while presenting a coherent narrative to the world. A pan-African identity does not imply homogenising the continent’s vast array of cultures but rather promoting mutual respect and understanding among them, allowing Africa to stand as a collective force on the global stage.

This unified front is crucial for challenging historical misrepresentations and reasserting Africa’s role in global history. Strengthening cultural sectors would enable Africans to reclaim their stories, ensuring they are told from authentic African perspectives. This can be achieved by bolstering existing institutions such as the African Union’s Culture Department, UNESCO’s regional programmes, and global creative hubs. With adequate support, these entities can facilitate cultural exchanges, collaborations, and the shaping of Africa’s narrative by Africans themselves.

Shaping Africa’s cultural future

Organisations such Arts Connect Africa (ACA) are uniquely positioned to be key players in this cultural transformation. By building networks and partnerships across Africa’s cultural sectors, ACA has been leading the push for pan-African integration. Through its member base of cultural professionals, artists, and musicians, it has been promoting the institutional collaboration needed to build a stronger, more cohesive African cultural identity. Furthermore, it is vital to work collaboratively with a number of stakeholders as advocates for the policies required to ensure the long-term growth and sustainability of Africa’s creative economy.

The time for Africa to fully realise its cultural potential is now. With the integration of pan-African cultural institutions and the right policy frameworks, Africa’s cultural sectors can contribute to a stronger continental identity—one that resonates globally and drives economic growth.

Kayode Adebayo is the CEO and founder of Ckrowd, Board Director at Arts Connect Africa (ACA). The opinions and views expressed herein are solely his own and do not reflect the position or stance of the publication.