Africa’s creative industry looks to reinvent itself to survive COVID-19

The COVID-19 pandemic has disrupted industries across the globe, sending shockwaves through economies and leaving many sectors grappling with uncertainty. The creative industry, in particular, has faced significant challenges as events are cancelled, contracts are lost, and revenue streams dry up. In a recent interview on CNBC Africa, Pierra Ntayombya, the CEO of Haute Baso, shared insights on the impact of the pandemic on the creative sector and the measures being taken to support it. Ntayombya highlighted the vulnerability of certain aspects of the industry's value chain, leading to job losses, contract cancellations, and revenue decline. He emphasized the need for collaboration and partnership within the sector to navigate the challenges posed by the pandemic. One of the key solutions being implemented is a needs analysis survey conducted by the HIVA Collective to gather data on the sector's requirements and recommend interventions. This initiative aims to address the lack of data on the creative industry, especially during times of crisis. The survey has received positive feedback, indicating the sector's willingness to engage and support one another. Ntayombya emphasized the importance of leveraging technology to adapt to the new normal, citing the growth of e-commerce and digital presence as essential for survival. The interview also touched on the role of public and private sector partnerships in supporting the creative industry. Ntayombya underscored the need for data collection, skills development, and formalization within the sector to elevate its economic potential. He called for collaborative efforts in both sectors to drive growth and sustainability. The increasing investor appetite in the creative sector reflects a growing recognition of its socio-economic impact. Governments and private investors are starting to acknowledge the potential of the sector and are exploring opportunities to invest in African creativity. Ntayombya expressed optimism about the sector's future, stating that African creatives have the potential to thrive and develop in the current landscape. As the industry continues to navigate the challenges of the pandemic, unity, innovation, and partnership are seen as key drivers of resilience and reinvention.