Atlanta and Cape Town join forces to boost Africa's creative industries

Cape Town this week hosted the Timbuktoo Creatives Hub Showcase at the Homecoming Centre in District Six, an event that brought together visionaries, policymakers, investors, and creative entrepreneurs to highlight Africa’s creative economy as a transformative driver of jobs, innovation, and global competitiveness.

The highlight of the showcase was the announcement by Atlanta Mayor Andre Dickens of the Timbuktoo City of Atlanta partnership, a transcontinental effort designed to mobilise diaspora investment and open new market pathways for Africa’s creative industries.

This collaboration will see the Hub pioneer efforts to mobilise diaspora investment through a CreativeTech Fund with the City of Atlanta.

"Atlanta is a group project. It’s my way of reminding everyone in the city that we all have to do this together. Some people will pave the road, some will make sure we’re safe, others will fuel creativity and opportunity, and some will guide our youth.

"And so, becoming Timbuktoo’s first corridor node in the United States means connecting our world-class music industry with Africa’s emerging music tech startups and all of the innovation happening here. This partnership also means our thriving film production ecosystem can collaborate with African filmmakers and digital media creators. This is not competition; this is coopetition,” Dickens said.

At the centre of the initiative is Timbuktoo, UNDP’s groundbreaking pan-African innovation platform, which aims to mobilise US$1 billion in catalytic and commercial capital over the next decade to empower 10,000 youth-led startups, scale 1,000 high-impact enterprises, and improve 100 million livelihoods, ultimately contributing to sustainable economic growth across sectors such as FinTech, HealthTech, ClimateTech, and now the creative sector.

The creative industry across Africa contributes approximately $4.2 billion to the continent’s GDP annually, encompassing film, music, fashion, literature, and digital arts. However, less than 1% of global creative economy investments are directed to Africa, highlighting both the sector’s potential and the need for further support.

Based in Cape Town’s innovation and creative ecosystem, the Timbuktoo Creatives Hub provides young creators with mentorship, market access, and investment pathways. Since its establishment, the Hub has supported two cohorts of entrepreneurs, engaging 46 creative innovators from 20 African countries within just eight months.

The first cohort focused on business growth and investment readiness, featuring 16 enterprises 10 of them women-led and 11 youth-led under 35 selected from over 280 applications across the continent. The second cohort piloted an ideation programme for early-stage creatives, bringing together 30 participants from nine countries, with strong representation from women and cross-border collaborations.

The showcase also featured vibrant exhibitions, live performances, and presentations from Africa’s emerging creative enterprises across design, music, multimedia, cultural heritage, and digital innovation. Creative entrepreneurs demonstrated how creativity, when supported with infrastructure, finance, and networks, has the potential to grow into investable, job-creating enterprises.

Through collaborations with institutions such as UVU Africa, the Craft and Design Institute, Snake Nation, and the Western Cape Department of Economic Development and Tourism, the hub is building an inclusive and commercially viable ecosystem.

Gloria Kiondo, Deputy Resident Representative, UNDP South Africa, said: “Africa’s creative economy is more than cultural expression, it is a serious driver of jobs, exports, and economic growth. Through the Timbuktoo Creatives Hub, we are showing that Africa’s talent is not only ready, but also globally competitive.

"This showcase reflects the power of young people when given the right infrastructure, networks, and pathways to turn ideas into investment-ready enterprises. We are proud to stand alongside our partners in enabling this ecosystem, because the future of Africa’s development lies in the creativity and innovation of its youth.”

Alan Winde, Premier of the Western Cape, said: "Africa is blessed with some of the most amazing places in the world. But the real magic is layered on top: the people, the sounds, the flavours, the culture. That is who we are. That is our story. AI will never capture this. People, cultures, the arts this is how we tell our stories. This is how we express ourselves.

"That is why this partnership, this launchpad for modern businesses into the experiential economy, is so important. It is our time to celebrate, to grow, to support, and to launch into the future.”

tracy-lynn.ruiters@inl.co.za

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