A decade ago, African entertainment was largely celebrated within the continent and diaspora communities. Today, it is the centerpiece of international film festivals, global advertising campaigns, and primetime television. From Nollywood blockbusters and African-inspired runway shows to comedy specials and gaming innovations, these creative exports are shaping red carpets in London, theatre schedules in New York, and streaming trends in Paris.
The ability to release a film, fashion collection, or comedy special in Lagos and have it discovered instantly abroad has erased traditional geographic limits. Viral social media moments, cross-continental collaborations, and the embrace of African storytelling by global audiences have made these cultural expressions familiar even to people with no prior connection to the continent.
READ ALSO: This Week in Afrobeats: Chart-Topping Hits and Global Crossovers
Africa’s creative industries are shaping global tastes, rewriting the rules of cultural exchange. The latest testament to this dominance is the 2025 MTV Video Music Awards (VMAs), where Afrobeats takes centre stage as a standalone category for yet another year. The nominations are not just a celebration of individual artists, but a reflection of a continental creative ecosystem that has matured into a global cultural powerhouse.
VMAs 2025: Afrobeats’ Global Spotlight
MTV and CBS have unveiled the 2025 VMA nominees ahead of the September 8 ceremony at New York’s UBS Arena, and the Best Afrobeats category reads like a who’s who of the genre’s global ambassadors.
• Asake leads with two nominations — “Active” with Travis Scott, and “Get It Right” alongside Tems — proving that cross-continental collaborations are no longer rare experiments but commercial juggernauts.
• Burna Boy continues his dual mastery of pop appeal and purposeful messaging, landing nods for “TaTaTa” (Best Afrobeats) and “Higher” (Video for Good).
• Tyla, South Africa’s global breakout star, secures nominations for “PUSH 2 START” in both Best Afrobeats and Best Choreography, underlining the visual and viral power of African music.
• Rema, Wizkid, and a vibrant MOLIY, Silent Addy, Skillibeng & Shenseea collaboration round out a list that blends Nigerian dominance, South African innovation, and Caribbean synergy.
This is more than a nominations list — it’s a cultural export ledger. In the past year alone, Afrobeats collaborations have surged global streams by over 15%, while tracks like Tyla/Wizkid’s “DYNAMITE” and Ayra Starr’s “Hot Body” have set UK chart trends, proving the genre’s ability to influence mainstream pop while retaining its African DNA.
Fashion as Cultural Diplomacy: AFWL’s 15th Season
If music is Africa’s sonic ambassador, fashion is its visual diplomat. Africa Fashion Week London (AFWL) celebrated its 15th season this August, bringing designers from 26 African countries — and the diaspora — to one of the UK’s most iconic cultural venues.
This year’s standout moments included:
• A Disney’s The Lion King theatrical-meets-fashion runway fusion.
• Meta’s partnership announcement signals tech’s growing role in African fashion.
• Ten emerging designers from Ethiopia, Uganda, Ghana, Kenya, and Nigeria showcased via the British Council’s Creative DNA programme.
For a continent whose textiles, prints, and silhouettes have influenced global fashion for centuries, AFWL is not just a showcase — it’s a strategy meeting for how African design can command global markets while retaining its cultural soul.
Events: From D.C. to Pretoria
The African entertainment wave isn’t limited to streaming platforms and runways — it’s rewriting the global live events calendar.
• Afro+ Fest (Washington D.C., Aug 31): Wizkid joins Asake and Gunna for a lineup that doubles as a masterclass in Afrobeats’ export power.
• Mainland Block Party NYC (Aug 15): Featuring DJ Maphorisa, a genre-bridging maestro whose amapiano innovations have shifted global dance floors.
• ACCES 2025 (Pretoria, Oct 30–Nov 1): A continental music industry summit featuring Focalistic’s headline performance and keynote on taking African sound “From Pitori to the World.”
Each event is more than a concert — it’s a cultural export mission, converting fandom into tourism, merchandise sales, and long-term brand equity for African entertainment.
New Music Friday: Fresh Sound, Global Ambition
This week’s releases show the breadth of Africa’s music scene:
• Johnny Drille & Tiwa Savage – Over The Moon
• Davido, Omah Lay & MoBlack – With You (MoBlack Remix)
• Balloranking – Lifestyle (EP)
• Yemi Alade – Mbali
• Libianca – No Water
From soulful ballads to amapiano experiments, these drops ensure Africa stays in the global release conversation every Friday — an essential tactic in the streaming economy.
Why This Matters for Africa
The 2025 VMAs nominations, Chioma and Davido’s candid interview, AFWL’s landmark season, and the bustling events circuit all point to one truth: Africa is no longer participating in global entertainment; it’s directing it.
This matters because:
• Economic Impact: Creative industries are projected to contribute billions to Africa’s GDP in the next decade, creating jobs for artists, producers, designers, event organisers, and tech innovators.
• Cultural Sovereignty: By telling its own stories, Africa resists homogenisation and maintains control over its narrative.
• Soft Power: Music, fashion, and film are becoming diplomatic tools, influencing how Africa is perceived worldwide.
From Lagos to London, Pretoria to New York, the African entertainment sector is not chasing validation — it’s setting the standard. And if 2025 is any indication, the next decade will be defined by an Africa that exports not just talent, but vision, influence, and innovation.
