10 trends set to define Africa’s creator economy by 2035 – Communiqué CEO

David Adeleke, founder and CEO of Communiqué, delivered a keynote speech at the 3rd African Creative Summit outlining 10 factors that will shape the future of Africa’s creative economy over the next decade. In his address, Adeleke described the current shift away from traditional methods of audience building, attention monetisation, and platform dependence.

He noted that emerging systems remain unfamiliar and uncertain. Drawing from his experience building Communiqué, a media and intelligence business focused on African business, creators, and continental trends, he presented these predictions to challenge attendees on their approaches to careers and businesses.

Adeleke began with the rise of small-scale creators who maintain deeply committed communities. He explained that success will come from trust and understanding audience needs, enabling direct product sales rather than reliance on brand deals or platform payouts. Influence, he said, will move from sheer popularity to the quality of audience relationships.

The second factor involves the growing prominence of religious lifestyle creators. These creators build brands and products at the intersection of faith with business, relationships, money, and creativity. Given religion’s role in shaping daily decisions across the continent, Adeleke predicted this segment will become one of the most significant in the creator economy within 10 years.

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Third, he addressed artificial intelligence. While AI will remain integral like the internet or computers, the initial sense of wonder will fade. Within three to five years, he forecasted an innovation plateau, with public attention shifting to new narratives, though AI itself will persist.

The fourth prediction highlighted niche creators developing physical communities and spaces around their brands. More than expected will succeed in this area. Adeleke cited Communiqué’s experience: after a successful Lagos event at the British Council, the company expanded to Nairobi, Johannesburg, and Marrakech within one year, demonstrating that physical events are an effective engagement tool. He expected other creators to follow suit.

Fifth, global platforms and Western players will reduce their focus on Africa, investing fewer resources and supporting fewer creator initiatives. This retreat will create a gap, initially causing instability but ultimately fostering local, cross-border solutions and more global success stories from the continent.

Building on that, the sixth factor pointed to African success stories emerging from strong local community loyalty, which creators will use as a foundation to enter global markets, including Asia and North America.

Seventh, a new global creator superpower, distinct from the United States, will emerge. Anyone aiming to scale internationally will need to understand, align with, or compete against this power.

The eighth prediction involved a major financial event, such as a significant company acquisition or investment round, within five years. This “black swan” occurrence will validate ongoing efforts, trigger widespread adjustments across the ecosystem, and open new opportunities, though it will not repeat in the same form. Ninth, beyond established hubs like Nigeria, South Africa, Kenya, and Ghana, a new major player in the creator economy will rise from an unexpected African country.

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Finally, micro-payments and pay-as-you-go models will dominate content and community monetisation. These align better with Africa’s economic realities than large subscriptions, and creators who master them will gain greater relevance.

Adeleke concluded with practical advice. He urged attendees to deepen strategic understanding of their industries through global publications and newsletters, such as Communiqué’s weekly dispatches. He emphasised collaboration over solo efforts, encouraging partnerships to expand opportunities for all.

Lastly, he called for selflessness, ecosystem support, and sacrificial leadership to counter past selfishness that contributed to global platform retreats. He expressed excitement about the next era of Africa’s creative economy and hoped the summit would help participants anticipate changes.