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Africa’s creative digital economy, which includes music, film, art, fashion, cultural artefacts, apps and games is not only creating wealth for the creators but also contributes to the gross domestic product, exports and boosting development outcomes according to the United Nations Conference on Trade and Development (UNCTAD).

“The creative economy is recognized now as a tool of sustainable development,” says Marisa Henderson, Chief of the Creative Economy Program at UNCTAD. UNCTAD defines this “creative economy” aka “orange economy” as the sum of all the parts of the creative industries, including trade, labour, and production.

They have tracked trade in creative goods and services for close to twenty years and consistently found that the growth rate of creative economy exports outpaces that of other industries[11]. Africa’s cultural goods sector is estimated to employ about half a million people and generate US$4.2 billion in revenue[12].