The 25 African Creatives To Follow In 2025: Part 1
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The world’s gaze is firmly on Africa, thanks to the youthful energy on the continent, which is a sign of major untapped potential. With a young population driving innovation, the growth prospects are immense—particularly in the creative sector, where talent in film, fashion, art, music, and entertainment is making global headlines. The creative industry is slowly proving to be a powerful contributor to the GDP of African nations.
Valued at approximately $58.4 billion, Africa’s creative economy represents 2.9% of the global creative market, according to the UNDP. While this figure may seem modest, the potential for expansion is there.
A report by Adams & Adams estimates the industry currently generates $4.2 billion annually. It is also projected that by 2030, Africa will account for 10% of global creative exports, valued at $200 billion, while creating over 20 million new jobs.
In an era where creativity and culture converge to reshape global narratives, a new generation of African visionaries is emerging. From fashion and film to media and sustainability, these innovators are rewriting the rules, captivating audiences with their unique voices and compelling stories.
But who are the individuals driving this remarkable growth? We have compiled a list of 25 must-follow creatives from across the continent. We kick off the series with seven individuals who are doing their part in redefining African creativity in 2025.
Ekow Barnes – Ghana
Ekow Barnes is a creative strategist, storyteller, writer, and speaker - he was a panellist at the AFI Masterclass at Cape Town Fashion Week in 2023- who has been impactful in telling the African story to a global audience. With collaborations with brands like Mercedes-Benz, Emirates, New Balance, Puma and Arsenal, Barnes is a force in African storytelling, mainly using fashion.
As a contributor to Vogue Italia and GQ South Africa, he has spotlighted emerging African talents while crafting authentic narratives about the creative scene in the continent that resonate globally. Recently appointed editor of Guzangs, his work spans everything from digital campaigns to editorial production, making him a thought leader in the fashion industry.
Jadesola Osiberu – Nigeria
Nigerian filmmaker Jadesola Osiberu is redefining storytelling with a cinematic lens that captures the vibrant energy of Lagos life. The director was behind the hit films Gangs of Lagos (2023) and 2024’s Christmas in Lagos, through her groundbreaking partnership with Amazon Prime Video.
Through Greoh Studios, Osiberu is committed to showcasing the heart of Nigerian culture through their productions which makes her a must-follow for anyone captivated by compelling storytelling and bold creative visions.
Nthabiseng Marie – South Africa
@itsnthabim 🍽️
♬ original sound - NTHABISENG
From the Joburg Fashion Week runways to building an engaged audience that loves her outfit styling while she walks on the treadmill, the Switzerland-based Nthabiseng Marie has redefined what it means to be a fashion influencer. The former Miss South Africa 2008 finalist turned global content creator showcases bold, dynamic fashion choices with an empowering message: “Wear the clothes, the world will adjust.”
Her TikTok platform inspires women to embrace their individuality, while her collaborations with African and European brands make her a bridge between continents. Her head-turning style and unique content format are a refreshing take on self-expression.
Peace Hyde – Ghana
As the creator of Netflix’s Young, Famous & African, Peace Hyde is a trailblazer in media and storytelling. A multi-talented journalist, producer, and Forbes correspondent, Hyde has given Africa’s wealthiest and key changemakers, a platform through her work with multiple media agencies.
Named a World Economic Forum Young Global Leader, she uses her influence to drive conversations around success, resilience, and representation.
Darey Art Alade – Nigeria
Darey Art Alade wears many hats: musician, producer, and creative director of Livespot360. A multi-platinum musician, Darey has expanded his influence as the co-executive producer of Real Housewives of Lagos -alongside his wife and business partner, Deola - showcasing Nigeria’s luxury lifestyles to a wider continental and global audience.
Whether coaching on The Voice Nigeria or curating cultural touchpoints, his work highlights the elegance and vibrancy of Nigerian artistry.
Smash Afrika – South Africa
As the newest host of Big Brother Mzansi, Smash Afrika is stepping into continental stardom. Known for his decade-long career in radio and television, Smash’s magnetic personality and eloquence make him a standout talent.
From hosting Massive Music on Mzansi Magic to his work on South African radio station, YFM, his journey has been one of consistent growth and reinvention. Big Brother Mzansi is just the latest chapter in his rise, and his energy promises to captivate a growing audience across Africa.
Yayra Agbofah – Ghana
Sustainability meets creativity in the hands of Yayra Agbofah, founder of The Revival and advocate for conscious consumption. Based in Accra, Yayra has worked to transform Ghana’s Kantamanto Market into a symbol of community empowerment and environmental stewardship.
Tackling fast fashion’s impact, he transforms discarded garments into artful, upcycled pieces that tell stories of resilience and innovation.
The Kantamanto Market recently burnt down on New Year’s Day, with nearly 8,900 stalls destroyed, directly affecting 10,000 people.
Part 2 Follows on Thursday, 30 January 2025.
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