Communiqué 16: How to think about Africa’s creator economy
The creator economy is worth over $100 billion and growing fast. But Africa seems to be an afterthought in the conversations that shape it.
It’s May 2021. I’m watching a gadget review video on Marques Brownlee’s YouTube channel, MKBHD, when I notice an icon beside the “Subscribe” button. It reads “Join”. Curious, I click.
Up pops a window asking me to “join this channel” and “get access to membership perks”. One of those perks is access to behind-the-scenes content from one of the most excellent YouTube channels. MKBHD has accumulated a massive audience, so I imagine many of his 14.8 million subscribers will be interested. Just not me.
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