The actor’s decision to relocate to the continent is an exciting step towards creating projects that truly reflect the rich diversity and vibrancy of African life, free from colonial perspectives.
Idris Elba has set his sights on elevating the entertainment industry in Africa, saying, “It’s going to happen.”
The 52-year-old award-winning actor, known for his iconic roles in hit shows like The Wire and Luther, has announced his plans to move to the sub-Saharan region and build film studios across the continent. He intends to start with a project on the island of Zanzibar, known for its incredibly stunning white sand beaches off the coast of Tanzania, per CNN.
Born in London to parents from Sierra Leone and Ghana, Elba feels a strong connection to his roots and wants to give back by creating opportunities for African talent. The idea first came about when he had a chance to meet with Tanzanian President Samia Suluhu Hassan during the World Economic Forum in Davos last year. They discussed the potential for the film industry in Africa and how Zanzibar could be the perfect place to kick things off.
Elba believes that it could be the first step toward making a global entertainment hub in Africa, bringing together filmmakers, actors and creatives from all over the world. This initiative could not only highlight Africa’s rich stories and talents but also create job opportunities and boost local economies.
In August, the government of Zanzibar made a significant pledge to Elba, offering nearly 200 acres of land to jump-start construction on a new project.
“Idris Elba will be building a modern studio similar to Hollywood, Nollywood (in Nigeria), or Bollywood,” announced Shariff Ali Sharif, Zanzibar’s Minister for Investment. He even quipped about naming the industry “Zallywood” or “Zawood.”
For Elba, the project goes beyond just making a film; it’s about shining a light on Africa’s distinctly varied creative sector, one that’s often overlooked on the global stage.
“Much of the imagery about Africa isn’t even generated from Africa,” Elba told CNN in a recent interview at the Stellar Development Foundation’s Meridian conference in London. “A lot of media is centered around (a one-sided picture, making it seem like Africans only live in hardship). But the median age in Africa is 19; these young people are optimistic and deserve the chance to tell their own stories.”
There is also some serious money to be made. Even though Africa makes up 18% of the world’s population, it only contributes about 1% to the global creative economy, which is a big part of the reason why there is so much potential for growth. According to Goldman Sachs, this sector is expected to double in size over the next five years, so it presents many new opportunities for African creators, artists, and entrepreneurs to gain access to a market that is still largely untapped. This is perfect timing for Africa’s film and audiovisual industry, as a recent UNESCO report reveals that it has the potential to create 20 million jobs and contribute $20 billion to the continent’s GDP by 2030. This promising outlook comes as global giants like Netflix and Disney are making significant investments in key African markets such as South Africa, Nigeria and Kenya.
Still, the local governments of many of these emerging economies have not yet seen the huge opportunities that the African creative space can bring, according to Elba. Without the proper regulations and support, it is hard for these industries to grow. For instance, when there isn’t enough investment in protecting creative work like copyright, artists may struggle to earn a living from their talents. Additionally, without financial backing, it is challenging for new projects and ideas to get off the ground. As a result, creatives may have to look for work outside their passion, leading to a loss of potential innovation and growth.
Elba expressed that “It’s all been a puzzle,” pointing out the difficulties of putting together the pieces of a brand-new industry. One big challenge is figuring out how to pay creators who live in countries where banking systems aren’t very strong or accessible. As a way to combat the issue, he has teamed up with Stellar, a blockchain-based platform, to create Akuna Wallet, a digital wallet specifically designed for the creative economy. This innovative tool helps artists, filmmakers and musicians handle their payments and royalties more easily so they won’t have to rely on the slow-paced, complicated inner workings of traditional banks.
With Akuna Wallet, users can make peer-to-peer transactions using digital currencies in places that don’t have strong banking systems. This way, creators can receive their payments quickly and securely, allowing them to focus more on their art and less on the financial hassles. By using blockchain technology, Akuna ensures that transactions are safe, transparent, and efficient, giving users the financial freedom they need to thrive.
What’s more, In Ghana, a country where almost 60% of the population is under 25, many young people face challenges accessing banking services, leaving them unbanked and without the financial tools they need to prosper.
“Popular platforms for monetizing creative work often require bank accounts, which excludes many young Africans,” Elba said. “We need a financial model that allows for consistent quality creation.”
To this end, when local leaders recognize the value of entertainment, such as movies, music, and events, Elba added, they are more likely to create policies and provide resources that will help it succeed.
“It will grow, and it can grow,” he said. “It’s really important that we own those stories of our tradition, of our culture, of our languages, of the differences between one language and another. The world doesn’t know that.”
