Idris Elba’s Bold Vision to Revolutionize Africa’s Entertainment Industry
Idris Elba, the acclaimed actor known for his roles in The Wire and Luther, has long been a Hollywood favorite. Now, the London-born star, with roots in Sierra Leone and Ghana, is setting his sights on a new mission: transforming Africa’s entertainment industry.
Elba’s vision is vast and groundbreaking. He aims to establish world-class film studios across Africa, starting in Zanzibar, the semi-autonomous island in Tanzania, famous for its stunning beaches. The idea for this ambitious project began when Elba met Tanzanian President Samia Suluhu Hassan at the World Economic Forum in Davos. Their discussions led to a plan to build the first studio in Zanzibar, which Elba believes could become the foundation of a global entertainment hub.
In August, the government of Zanzibar allocated nearly 200 acres of land to begin construction on the studio.
“Idris Elba will be building a modern studio akin to Hollywood, Nollywood (in Nigeria), or Bollywood,” Zanzibar’s Minister for Investment, Shariff Ali Shariff, said. In a playful nod, he even suggested naming the industry “Zallywood” or “Zawood.”
But Elba’s aspirations extend far beyond just films. He sees Africa’s creative sector as underrepresented on the global stage.
“A lot of media about Africa doesn’t even come from Africa,” Elba shared with CNN at the Stellar Development Foundation’s Meridian conference in London. “Much of it focuses on negative portrayals, but Africa’s median age is 19, and these young people are full of optimism. They deserve the chance to tell their own stories.”
The potential for economic growth is immense. Africa makes up 18% of the world’s population but contributes only 1% to the global creative economy, a sector that Goldman Sachs predicts will double in the next five years. A UNESCO report highlights that by 2030, Africa’s film and audiovisual industry could generate 20 million jobs and add $20 billion to the continent’s GDP. Major companies like Netflix and Disney have already made significant investments in African countries like Kenya, South Africa, and Nigeria.
However, many governments in emerging economies still underestimate the creative sector’s economic potential. The lack of regulation, investment, and proper infrastructure—particularly around copyright protection and financing—has stunted its growth, according to Elba.
He sees parallels between Africa’s potential and the rapid growth of South Korea’s entertainment industry. From 2017 to 2021, Korean pop culture exports grew by 13.7% annually, significantly outpacing other export sectors. Korea’s Economic Research Institute estimates that this boom added $27 billion to the economy.
Tanzania is already exploring this model, collaborating with South Korea to train African actors in Busan. But Elba knows that building studios alone won’t be enough to ignite an entertainment revolution.
“The puzzle is figuring out how to structure a new industry,” he explained. A major challenge is how to pay creators in regions with limited banking infrastructure.
To address this, Elba has partnered with Stellar, a blockchain platform, to launch Akuna Wallet, a digital wallet tailored for the creative economy. The Akuna Wallet allows artists, filmmakers, and musicians to manage payments and royalties without relying on traditional banking systems. By facilitating peer-to-peer digital transactions, it offers a secure and accessible payment method in areas with minimal financial infrastructure.
In Ghana, where nearly 60% of the population is under 25, many young people remain unbanked. Elba’s pilot project, launched in partnership with the Ghanaian government, seeks to streamline payments for local creatives and increase financial inclusion in the industry.
“Many popular platforms for monetizing creative work require bank accounts, which excludes a large portion of young Africans,” Elba noted. “We need a financial model that supports consistent, high-quality creation.”
Elba believes that if local governments recognize the value of a thriving entertainment economy, they’ll provide the necessary support to enable its growth.
“It will grow, and it can grow,” he affirmed.
Source: CNN
