Journal of Development Communication And Applied Theatre

The creative industries in Africa have gained policy prominence in the post-COVID period. While existing literature has mapped Africa‘s Cultural and Creative Industries (CCI) trends from 2015 to 2022, analysis of specific developments between 2024 and 2026 remains limited. This paper builds on a recent study by Fagbile (2025) on Africa‘s cultural and creative industries by examining barriers and innovation strategies among Cultural and Creative Industries (CCI) entrepreneurs and their economic outcomes. A document analysis of secondary sources from 2024 to 2026 reveals how three previously studied case studies of successful entrepreneurs - Funke Akindele, a Nigerian film producer; Nkosinathi Innocent Sizwe Maphumulo, the South African musician behind Black Coffee; and Irene Sanga, a Tanzanian theatre artist responded to developments in the creative space. The cases were chosen for sustained commercial activity and available data. The study found that creative entrepreneurs overcome piracy, financing, and regulatory gaps, including market access barriers, by leveraging digital platforms, vertical integration, and partnerships. Job creation and income generation are evident, but poverty reduction depends on sector structure and the policy environment. Despite post-COVID recovery and digital acceleration, structural barriers persist, including intellectual property enforcement and access to finance. The study contributes to Sustainable Development Goal Eight by clarifying creative industries' role in decent work and economic growth in Africa.

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