Imara Africa Fellowship

By Esparencia Peritah

Africa’s creator economy has expanded rapidly, yet public policy has not kept pace with its economic, social and democratic significance. While digital creators increasingly shape public discourse, entrepreneurship and cultural production, policy frameworks continue to treat the sector primarily as entertainment rather than as a strategic component of the digital economy.

This paper argues that the creator economy should be recognised as a public policy priority. It examines the broader ecosystem that supports digital content creation, analyses the opportunities and constraints facing creators—including access to finance, intellectual property protection, platform dependency and taxation—and considers the role creators play in public communication and civic engagement.

The paper further argues that stronger collaboration between governments, digital platforms, financial institutions and creators must be accompanied by clear standards of transparency and accountability to preserve public trust.

Ultimately, the paper concludes that Africa’s creator economy will realise its transformative potential only when public policy evolves from recognising creators as online personalities to supporting them as entrepreneurs, employers, innovators and contributors to national development.

Download Full PDF: Beyond Influence — Esparencia Peritah