LONDON-BORN actor Idris Elba, known for his roles in The Wire and Luther, is taking his success from Hollywood to Africa, with a bold plan to transform the continent’s entertainment industry. With roots in Sierra Leone and Ghana, Elba has set his sights on building film studios across Africa, starting in Zanzibar, Tanzania. His vision aims to create a global entertainment hub that puts African stories at the forefront.
The project began after discussions between Elba and Tanzanian President Samia Suluhu Hassan during the World Economic Forum in Davos. The Tanzanian government has already pledged nearly 200 acres in Zanzibar for the first studio. Elba hopes this will be the starting point for a network of studios across the continent.
A boost for Africa’s creative sector
Zanzibar’s Minister for Investment, Shariff Ali Shariff, expressed excitement over the plans, even suggesting the local film industry could be nicknamed ‘Zallywood’ or ‘Zawood.’ Elba envisions the new studios rivalling major global film hubs like Hollywood, Nollywood (Nigeria), and Bollywood.
The move is about more than just filmmaking. Elba believes Africa’s creative sector is underrepresented in global media. Speaking to CNN, he highlighted how much of Africa’s imagery is created outside the continent, often reinforcing negative stereotypes. ‘Young Africans deserve the chance to tell their own stories,’ he said, noting that the continent’s median age is just 19.
Economic potential
There is also significant economic potential. Africa accounts for 18 percent of the world’s population but just 1 percent of the global creative economy. This could change as platforms like Netflix and Disney increase their investments in African markets. A UNESCO report suggests that Africa’s film and audiovisual industry could add $20bn to the continent’s GDP and create 20 million jobs by 2030.
Elba sees a path for Africa’s creative sector to follow in the footsteps of South Korea’s entertainment boom, which contributed $27bn to the Korean economy. Countries like Tanzania are already seeking to replicate this model, with African actors being sent to South Korea for training.
Addressing financial challenges
However, building studios alone won’t solve all the challenges. Elba is aware of the financial obstacles facing African creatives, particularly in countries with limited banking infrastructure. To address this, he has partnered with Stellar, a blockchain-based platform, to launch Akuna Wallet, a digital payment system designed for the creative economy. The wallet allows artists to manage payments and royalties digitally, without needing traditional bank accounts. A pilot program in Ghana has already been launched in collaboration with the government.
Elba hopes that these initiatives will not only help African creatives get paid fairly but also enable governments to see the economic potential of the entertainment industry. ‘If local governments see a healthy entertainment economy, they’ll enable it to grow,’ Elba said.
As his plans take shape, Idris Elba is determined to help Africa’s creative industry flourish, paving the way for the next generation of storytellers and filmmakers.
