African music has become a globally influential export in the past five years, as the sounds of the continent’s subcultures reach eager American and European ears. Two key genres – West Africa’s afrobeats (combining funk, pop, reggae and R&B) and South Africa’s amapiano (laid-back, jazz-infused house) – are hitting major streaming numbers, creating bankable crossover stars (including a strong contingent of women) and fuelling club culture.

Powered by thriving local creative industries, Africa’s entertainment sector is establishing its influence and financial might (see Key Stats). As Netflix strengthens its African presence, homegrown film and TV productions – from South African streaming platform Showmax’s original content to Nigeria’s film industry and Africa-made animation series – are holding their own and unlocking new opportunities for global partnerships. 

Global attention is also being paid to Africa’s rich contemporary arts scene, powered by a new vanguard building artistic and commercial impact, from explorations in extended reality (XR) to Lagos’s prospering art fair and a flourishing crop of photographers working with global fashion brands.

Social media usage in Africa is rising, reaching 384 million people in 2022. While Facebook remains the most popular platform, TikTok and Instagram are growing, spurring a crop of increasingly influential comedy-, style- and beauty-based content creators redefining African youth culture (including attitudes towards womanhood and masculinity) and taking their values global.