Representation matters: why new platforms to promote content made by Africans are so important

For too long Africa has struggled to own its narrative internationally, particularly in a crowded media space. Africa is the second largest, and second most populous, continent on earth yet is often portrayed as a homogenous and unidimensional place plagued by poverty, disease and death. Africa’s rich and complex history is composed of overlapping stories, many of which are positive and empowering, yet they rarely grab the attention of the mainstream international media.

Africa has more to offer than the over-narrated and stereotypical stories so often covered. Yes, Africa carries some painful chapters, and continues to face many challenges, but they are only part of the book, not the full story. After overcoming a great deal of hardship, Africa is now ready to tell its side of the story.

As Nigerian writer Ngozi Adichie once said: “The single story creates stereotypes, and the problem with stereotypes is not that they are untrue, but that they are incomplete. They make one story become the only story.” African success stories often tend to be overshadowed by a single overarching narrative mainly emanating from non-African perspectives. By giving Afrocentric content made by African content creators an international platform, we can build a richer narrative about Africa, one that includes a celebration our continent’s talented individuals and demonstrates how we are contributing to global progress.

This is why we created Africa Prime, a video-on-demand (SVOD) streaming platform curating pan-African content for, currently, a US-based audience. Our programmes look at how African entrepreneurs and businesses are solving some of the continent’s, and even some of the world’s, most intractable problems, as well as documentaries covering African history and shows that explore our rich and varied culture and lifestyle. Ultimately, Africa Prime will evolve into a fully integrated media outlet producing and distributing original pan-African content for audiences around the world.

Representation matters, especially in the cultural and creative industries. It empowers a whole generation of Africans to take ownership of their stories and shape how they want Africa, and Africans, to be perceived. Representation is about universal experiences, it allows stories and people to be more relatable and thus creating, and then, solidifying common understanding. Africa Prime believes in positive representation and actively participates by providing a platform and opportunities for African creatives to showcase their work.

There is a growing appetite for African creative content globally, and an even greater appetite from Africans who want to share their work with the world. The number of talented and innovative African content creators is on the rise, with large numbers of women and young people, two underserved groups, being at the centre of this growing creative movement. Harnessing the full potential of African creativity will, ultimately, benefit the continent in more ways than just positive representation and better perception. The creative economy has the potential to have a significant economic and social development impact, creating job opportunities as well as more opportunities for Africans to express themselves. However, African creativity will only achieve its full potential if well cultivated and well protected. Structures such as Africa Prime can play a pivotal role in cultivating African talent, sharing their stories and protecting African authenticity rather than mirror and project preconceived ideas about Africa and what it means to be African in the 21st century.

Africa is not a single story, it’s multifaceted and multidimensional. There is an African proverb which loosely translates to: “until the lions have their own storytellers, the history of the hunt will always glorify the hunter.” Africa already has many storytellers, now is the time to amplify their stories and put them on a global platform for all to see. Now is the time to bring authentic and empowering African stories to the world, and we hope Africa Prime will be at the forefront this movement.

Yaya Moussa is the founder, president and CEO of Africa Prime