Idris Elba, the acclaimed actor known for his roles in “Luther” and various Hollywood blockbusters, is on a mission to transform Africa’s entertainment landscape. With a focus on establishing film studios and creative spaces across the continent, Elba aims to empower local artists and storytellers to share their narratives authentically.
Building a creative hub in Africa
At the recent Meridian conference hosted by the Stellar Development Foundation in London, Elba articulated his ambitious plans to create a global entertainment hub in Africa. He emphasized the importance of allowing Africans to tell their own stories, highlighting that most of the imagery about Africa is not generated from Africa. This statement highlights the prevalent negative stereotypes often portrayed in global media.
Elba, whose roots trace back to Sierra Leone and Ghana, believes that the continent’s youth — who have a median age of just 19 — are optimistic and deserve the opportunity to express their creativity. He is determined to change the narrative surrounding Africa by fostering a thriving entertainment industry that reflects the continent’s diverse cultures and experiences.
First steps: Zanzibar film studio
One of Elba’s first major projects is the development of a film studio in Zanzibar, a picturesque island known for its stunning beaches. The government of Zanzibar has allocated nearly 200 acres of land for this venture, which Elba envisions as a cornerstone for a larger entertainment ecosystem. The studio aims to rival established film industries like Hollywood, Nollywood and Bollywood.
According to Zanzibar’s Minister for Investment, Shariff Ali Shariff, the studio may be named “Zallywood” or “Zawood,” reflecting its unique African identity. This initiative is not just about creating a physical space for filmmaking; it’s about cultivating an environment where local talent can thrive.
Addressing financial challenges
Despite the excitement surrounding these developments, Elba acknowledges the challenges that come with building a new industry in Africa. One significant hurdle is the financial infrastructure, which often limits creators’ ability to receive fair compensation for their work. To tackle this issue, Elba has partnered with Stellar, a blockchain-based platform, to introduce the Akuna Wallet — a digital payment solution designed specifically for the creative economy.
The Akuna Wallet allows artists, filmmakers and musicians to manage their payments and royalties without relying on traditional banking systems, which can be inaccessible for many young Africans. This innovative approach aims to enhance financial inclusion and ensure that creatives can earn a living from their work.
Collaborative efforts for local creatives
In a recent collaboration with the Ghanaian government, a pilot program was launched to streamline payments for local creatives, further promoting financial inclusion within the entertainment industry. This initiative is a testament to Elba’s commitment to not only building infrastructure but also creating a supportive ecosystem for artists across Africa.
A new era for African storytelling
Elba’s vision for Africa’s entertainment industry represents a significant shift towards empowering local talent and reshaping the global narrative about the continent. By establishing creative spaces, addressing financial barriers and fostering collaboration, Elba is paving the way for a new era of African storytelling. As he continues to champion these initiatives, the hope is that more African voices will be heard and celebrated on the world stage.
