Unlocking Africa’s cultural power: How Arts Connect Africa’s festival network can transform the continent

Today, as international record labels increasingly seek partnerships to bring superstar tours to African audiences, ACA’s role as a central connector of festivals is more crucial than ever. But beyond the appeal of major tours lies a deeper opportunity: to use this extensive festival network to advance ACA’s three strategic objectives—education, economic impact, and cultural exchange.

1. Education: A mobile classroom for Africa’s creative workforce

Africa’s creative industries are expanding rapidly, yet the sector still suffers from skill gaps and limited access to formal training. ACA’s network of festivals can function as mobile classrooms—spaces where informal and formal education intersect. These events are more than showcases; they are incubators for knowledge, offering training in areas such as stage and rights management, digital marketing, sound engineering, and touring logistics.

By embedding workshops, masterclasses, and mentorship programmes into festival programming, ACA can deliver targeted training to emerging creatives at scale. Imagine a fashion student in Nairobi learning from a world-renowned costume designer, or a sound engineer in Accra receiving certification from a top European audio firm—all facilitated through ACA’s partnerships.

Furthermore, international labels could be encouraged to support educational initiatives as part of their festival bookings. A label like Live Nation, for instance, could be asked to fund scholarships or workshops for local talent in place of traditional booking fees. This model not only builds goodwill but ensures every global partnership contributes to local capacity development.

2. Economic impact: Strengthening a creative economy for Africans

Africa’s creative economy already generates millions of jobs and contributes significantly to GDP. However, much of this economic activity remains informal and underutilised. With a coordinated network of over 50 festivals, ACA is in a strong position to drive systemic change—by encouraging professional standards, promoting local procurement, and attracting international investment directly into communities.

ACA could spearhead the development of a Festival Economic Framework encouraging festival organisers to:

• Prioritise local vendors, artisans, and service providers
• Promote fair pay and enforce industry-wide standards
• Gather and publish economic data to support funding applications

When global artists tour Africa, they bring with them sizeable teams, budgets, and attention. Through ACA, organisers can negotiate local sourcing requirements to ensure economic benefits flow directly to community-based businesses and workers. From hiring drivers to renting equipment, every transaction becomes an opportunity for empowerment.

Additionally, ACA’s database allows the organisation to present a unified case to governments and development bodies. By showcasing its collective economic impact, ACA can unlock funding, infrastructure development, and policy support—making it easier to advocate for visa reforms, investment in touring infrastructure, and streamlined logistics.

3. Cultural exchange: Reclaiming Africa’s narrative

Africa has long exported culture, but rarely controlled the narrative. That dynamic is beginning to shift—and ACA’s network of festivals can accelerate the process. Festivals serve as storytelling platforms, where music, fashion, film, and performance articulate African identities, traditions, and innovations.

With global artists now seeking entry into these events via major record labels, ACA is uniquely positioned to redefine the terms of cultural exchange. Rather than one-sided showcases, ACA can promote reciprocal experiences—pairing African artists with international acts, encouraging collaboration, and ensuring African talent is equally represented in global media.

Each festival within the ACA network becomes a hub for cultural diplomacy—amplifying African diversity while fostering cross-border dialogue and collaboration. Through co-curated line-ups, cultural showcases, and cross-regional programming, ACA can celebrate Africa’s linguistic and cultural diversity—from Francophone West Africa to Lusophone Mozambique—while building a sense of unity across the continent.

For example, although International Jazz Day (30 April) has gained traction, jazz still lacks mainstream reach in Africa. ACA members could facilitate genre crossovers by pairing jazz musicians with globally recognised acts in adjacent genres such as Alte, championed by artists like Omah Lay and Tems. These curated line-ups can foster new audiences and genre fusion, while spotlighting underrepresented African genres.

The road ahead: From database to cultural powerhouse

What ACA holds is not merely a list of festivals—it’s a blueprint for transforming the continent’s creative landscape. With the right coordination, investment, and advocacy, this network can become:

• A training ground for Africa’s next generation of creative professionals
• A catalyst for economic growth rooted in local communities
• A beacon for authentic African culture on the global stage

As international interest in African talent and markets grows, ACA must lead with a clear vision—ensuring partnerships are equitable, inclusive, and empowering for African creators.

By activating the full potential of its festival network, Arts Connect Africa can help shape the future of the continent’s cultural and creative industries—one festival at a time.

Plot Mhako is a Zimbabwean journalist, co-founder of earGROUND, Jibilika, Amplifaya Festival, and board member of Arts Connect Africa. Mhako writes in his personal capacity. The opinions and views expressed herein are solely his own and do not reflect the position or stance of the publication.