For years, conversations about Africa’s creator economy have centred on visibility. How do creators get discovered? How do they grow audiences? How do they attract brand partnerships? But as the industry matures, what happens after the views, the likes and the viral moments?
For Adetutu Laditan, the answer lies in infrastructure. After spending more than a decade helping shape YouTube’s growth across Sub-Saharan Africa, she saw firsthand how creators were building audiences, influencing culture and driving conversations, often without the systems needed to turn that influence into sustainable businesses. While talent was abundant, the pathways connecting creators to capital, distribution and long-term opportunities remained fragmented.
It is this gap that inspired the creation of Woof Studios, a platform designed to help creators move beyond platform dependency and into lasting economic value. Through initiatives like its presence at Cannes Lions happening on the 23rd of June, Woof Studios is creating opportunities for African creators to access global networks while strengthening the foundations of the continent’s growing creative economy.
Ahead of this year’s session, “How Africa’s Creators Are Building Culture as Infrastructure,” Adetutu shares her thoughts on the future of the creator economy, the importance of representation on global stages and why Africa’s creators are already shaping what comes next.
After more than a decade of disseminating YouTube’s growth across Sub-Saharan Africa, what gap did you see in the creator ecosystem that inspired the creation of Woof Studios?
After more than a decade of watching YouTube’s growth across Sub-Saharan Africa, the gap that became impossible to ignore was the infrastructure around talent, which is peculiar to this region. Source link
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