The 25 African Creatives To Follow In 2025: Part 2
AFI Insider
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 and perceptions, telling stories that showcase Africa's creative industries and captivating audiences with their unique voices and compelling stories.
We published Part 1 of the series here. These are the next group of individuals who are doing their part in redefining African creativity in 2025.
Frederica Brooksworth
Frederica Brooksworth is an academic, researcher, and author dedicated to shaping the future of fashion on the continent and the perceptions of Made In Africa fashion. As Executive Director of the Council for International African Fashion Education (CIAFE), she advocates for expanding African fashion knowledge systems.
A lecturer at the London College of Fashion, British School of Fashion, and Conde Nast College, she has also served as Regional Editor (Africa) for Bloomsbury Fashion Business Cases. With expertise in academia and industry, Brooksworth is at the forefront of reimagining the “Made in Africa” narrative.
Ruger
Easily identified by his eyepatch and signature electric pink hair, Ruger has carved out his niche in African music. He uniquely fuses Jamaican Patois with the vibrant energy of Lagos streets, resulting in a fresh, unpredictable sound that’s distinctly his - Afro-Dancehall.
Ruger made his debut in the music industry with his 2021 single One Shirt with Rema ahead of releasing an EP later that year.
His follow-up hit songs, Red Flags, SnapChat, and Asiwaju confirmed that he is one to watch, with his music videos boasting millions of views on YouTube.
Collaborations with African superstars, including Sarkodie and Tiwa Savage have increased interest in his music. With a dedicated fan base across the UK and US, Ruger’s mastery of dancehall-infused Afrobeats sets him apart in Africa’s ever-evolving music scene.
Binwe Adebayo
When one thinks of sharp, insightful voices in African cultural storytelling, Binwe Adebayo comes to mind. The writer, researcher, culture, and media expert - she's a Mellon Foundation Media Studies Scholar- boasts bylines in leading media publications including City Press, Twyg, Daily Maverick, and CNN.
Currently the contributing editor of NATAAL Media, she has helped to shape the publication’s nuanced perspectives on African contemporary culture for a global audience.
Her expertise has made her a trusted voice leading to collaborations with brands like Adidas and Coca-Cola.
Binwe is committed to amplifying African voices in global discourse and she navigates journalism, branded storytelling, and cultural strategy with a refined sense of purpose.
Idelle Taye
Idelle Taye, the founder of Guzangs. IMAGE: Idelle Taye
A lover of African fashion, Cameroon-born Idelle Taye was frustrated that the world seemed to overlook the incredible design talent emerging from the continent. As the world dealt with the 2020 reckoning that forced companies and media entities to look at representation, she founded Guzangs, an online platform dedicated to celebrating, promoting, and enabling partnerships for African designers.
Determined to give these creatives a global stage, Guzangs has grown into a powerful industry force, reaching an international audience and amassing over 129,000 Instagram followers as of January 2025. Through her work, Idelle is shaping the future of African fashion by bridging the gap between designers and global markets.
Usimamane
There is a resurgence of hip-hop in South Africa after a season where Amapiano took over. And one of those leading the charge is Usimamane. One of South Africa’s most compelling new voices, Usimamane broke through with Cheque, a hit song that has solidified his status as one of the most exciting musicians in the industry.
Born in Umlazi, Durban, his rapid-fire delivery and street-smart lyricism resonate deeply with a new generation of hip-hop fans. He has attracted some of South Africa’s most influential musicians, including Cassper Nyovest, Okmalumkoolkat, and Emtee. But it’s his collaboration with K.O. on Pasopa and Sjava on Uvalo that has everyone paying attention.
Liz ‘Thayú’ Kilili
The multi-talented Thayù Kilili, founder of Creatives Garage.
As the Founder of Creatives Garage, Thayù Kilili has been a driving force in Kenya’s creative sector for over a decade, supporting 14,000+ creatives across art, film, literature, gaming, and digital media. A visionary storyteller, Thayù blends technology and artistry to push the boundaries of African storytelling.
Their work spans 16 children’s books, comics, poetry, and over 100 film productions, while initiatives like Sondeka Festival and Kalabars amplify African voices.
Through innovation, activism, and excellence with the work done with Creatives Garage, Thayù is contributing to reshaping how African narratives are created, shared, and valued globally.
Part 3 Follows on Thursday, 6 February 2025.
Header Image Credits
Binwe (Paige Furness); Usimamane; Idelle Taye (Courtesy of Idelle Taye); Thayù Kilili (Courtesy of Thayù Kilili); Frederica Brooksworth (Courtesy of Frederica Brooksworth) and Ruger.