From beats to business : African creative industries and the re-emergence of Commonwealth trade relations

Abstract

The rise of Afrobeats and Amapiano is more than a trend; it represents Africa’s strategic entry into the global creative economy, connecting urban African stories with global audiences and offering high cultural and commercial value. This article explores the creative industries in three Commonwealth countries in the Global South - Ghana, Nigeria and South Africa - highlighting their growing cultural and economic significance. Often overlooked in the literature, African music is gaining global traction through genres like Afrobeats and Amapiano. The United Kingdom, with its sizable African diaspora and platforms such as BBC 1Xtra and Boiler Room, serves as a gateway for African music. Enhanced cultural diplomacy - via trade missions, artist exchanges and Commonwealth ties - can amplify this momentum. However, equitable participation across Africa requires overcoming challenges such as industry fragmentation, under-investment and weak branding which remain roadblocks that need navigating.