Trapped at home in Nairobi by the Covid-19 pandemic and, like millions around the world, feeling isolated, Elsa Majimbo started posting short comedic videos to Instagram. Sitting in bed eating crisps and laughing wildly, Majimbo quickly built a devoted following.
Two years on, she boasts 2.5m followers on the social media platform; magazine covers; fashion campaigns; and a new home in glitzy West Hollywood. Like many African creators, from YouTubers and gamers to musicians and actors, Majimbo embodies the dizzying growth of the continent’s entertainment and media industry.
Amid rapid digital adoption, behavioural shifts brought about by the Covid-19 pandemic, and stagnating Western markets for companies such as Netflix, YouTube and Facebook, the path to future growth in the dynamic sector could run through Africa.
As a result, Africa’s fractured entertainment and media industry finds itself at a crossroads. As African consumers devote more of their time and money to media, companies will need to be nimble. And while all agree that the sector is embarking on a period of huge expansion on the world’s fastest-growing continent, underlying volatility means many companies will be left behind.
*The views of the above article are those of the author and do not necessarily reflect the views of Africa Speaks 4 Africa or its editorial team.