Idris Elba, acclaimed for "The Wire" and "Luther," is now focused on transforming Africa’s creative industry. His latest project, Idris Elba Africa Studios, aims to revolutionize film production on the continent, beginning in Zanzibar, Tanzania. This initiative is more than just a studio. It promises a groundbreaking platform for Africa's stories, voices, and talents to shine on the global stage.
Idris Elba Africa Studios: Building a New Cultural Hub
The concept for Elba’s African studios began at the World Economic Forum, where he met Tanzanian President Samia Suluhu Hassan. This meeting led to a collaborative vision with Zanzibar’s government, which recently granted almost 200 acres for the project. Shariff Ali Shariff, Zanzibar’s Minister for Investment, expressed excitement, suggesting names like “Zallywood” or “Zawood” to playfully reflect this new industry. Elba envisions these studios as more than just facilities—they catalyze African storytelling.
@thechoice_live | Instagram | Idris Elba met Tanzanian President Samia Suluhu Hassan to set the project in motion.
Empowering African Narratives on the Global Stage
Africa's narratives are often told through foreign lenses, creating limited and skewed perspectives. Elba’s studios aim to change this by empowering African creators to share authentic, relatable stories. “The median age in Africa is 19,” Elba said, noting how young Africans deserve a platform for their voices. By producing stories that resonate with the continent’s unique experiences, Elba’s studios can help reshape Africa’s portrayal in global media.
Economic Potential in Africa’s Creative Sector
The potential for Africa’s film industry extends beyond cultural impact—it holds tremendous economic promise. Africa makes up 18% of the world’s population but contributes only 1% to the global creative economy. A recent UNESCO report highlights this sector's growth potential, projecting the creation of 20 million jobs and adding $20 billion to the continent’s GDP by 2030. This untapped market has already attracted investments from major platforms like Netflix and Disney in Kenya, South Africa, and Nigeria.
Learning from Global Success Stories
Elba draws lessons from South Korea's entertainment boom to drive long-term growth. Between 2017 and 2021, Korean cultural exports grew at 13.7% annually, a figure fueled by strategic investments and government support. This growth contributed $27 billion to South Korea's economy, proving the financial benefits of a robust entertainment industry. Tanzania has already started following this model, collaborating with South Korea to train African actors and creatives, equipping them with world-class skills.
The Korea Times | Tanzania has already started collaborating with South Korea to train African actors.
Akuna Wallet: A Financial Solution for Africa’s Creatives
While studios mark a significant step, Elba knows that financial inclusion is key to lasting change. He partnered with Stellar, a blockchain-based platform, to develop Akuna Wallet—a digital payment solution for Africa’s creative economy. Akuna Wallet offers a secure, peer-to-peer transaction system, enabling artists to receive payments and royalties without relying on traditional banking. This initiative addresses the continent's banking limitations, allowing creatives to earn from their work consistently and securely.
Bringing Financial Access to Young Africans
Nearly 60% of Ghana’s population is under 25, and many remain unbanked, lacking access to traditional financial services. In partnership with Ghana’s government, Elba launched a pilot program for Akuna Wallet to bridge this financial gap. This program allows local creatives to access digital payments, simplifying revenue streams and expanding economic opportunities.