Idris Elba has made a name for himself in Hollywood with memorable performances in “The Wire” and “Luther,” but now he is setting his sights on a new venture—transforming the entertainment industry in Africa. Born in London to parents from Sierra Leone and Ghana, Elba is determined to make a significant impact on the continent’s creative landscape.
His ambitious vision includes establishing film studios across Africa, beginning with Zanzibar, a Tanzanian semi-autonomous island famous for its stunning white sand beaches. The concept originated last year during a meeting with Tanzanian President Samia Suluhu Hassan at the World Economic Forum in Davos, where they discussed plans for the first studio in Zanzibar. Elba believes this initiative could serve as a cornerstone for a global entertainment hub.
In August, the government of Zanzibar pledged nearly 200 acres of land for Elba to commence construction. Zanzibar’s Minister for Investment, Shariff Ali Shariff, announced, “Idris Elba will be building a modern studio akin to Hollywood, Nollywood (in Nigeria), or Bollywood.” He even playfully suggested naming the industry “Zallywood” or “Zawood.”
Elba’s project extends beyond filmmaking; he sees the need for Africa’s creative sector to gain greater global representation. “Much of the imagery about Africa isn’t even generated from Africa,” he told CNN during the Stellar Development Foundation’s Meridian conference in London. “A lot of media centers around negative depictions of Africa. But the median age in Africa is 19; these young people are optimistic and deserve the chance to tell their own stories.”
There’s also a significant economic opportunity at stake. While Africa makes up 18% of the world’s population, it accounts for only 1% of the global creative economy, which Goldman Sachs anticipates will double in the next five years. A recent UNESCO report highlighted that Africa’s film and audiovisual industry could create 20 million jobs and contribute $20 billion to the continent’s GDP by 2030. Global players like Netflix and Disney have already invested heavily in countries such as Kenya, South Africa, and Nigeria.
However, many governments in emerging economies have yet to fully recognize the creative sector’s economic potential. Elba pointed out that the lack of regulation and investment, especially regarding copyright and financing, has stunted growth.
He draws parallels to the explosive growth of South Korea’s entertainment industry, where Korean pop-culture-related exports grew at an average annual rate of 13.7% from 2017 to 2021—2.5 times faster than overall export growth. Korea’s Economic Research Institute estimates this contributed an impressive $27 billion to the economy.
Tanzania is already looking to this model, collaborating with South Korea to send African actors for training in Busan. Yet, Elba acknowledges that simply building studios will not be sufficient to ignite an entertainment revolution.
“It’s all been a puzzle,” he remarked, highlighting the complexities of structuring a new industry, particularly the challenge of ensuring creators in countries with limited banking infrastructure receive fair compensation.
To address this issue, Elba has partnered with Stellar, a blockchain-based platform, to launch Akuna Wallet—a digital wallet designed specifically for the creative economy. Akuna Wallet allows artists, filmmakers, and musicians to manage payments and royalties without relying on traditional banking systems. By facilitating peer-to-peer transactions in digital currencies, it offers a secure payment solution in areas with limited financial infrastructure.
With nearly 60% of Ghana’s population under the age of 25, many young Africans remain unbanked. A pilot program recently launched in collaboration with the Ghanaian government aims to simplify payment processes for local creatives, potentially enhancing financial inclusion within the industry.
“Popular platforms for monetizing creative work often require bank accounts, which excludes many young Africans,” Elba noted. “We need a financial model that allows for consistent, high-quality creation.”
He firmly believes that if local governments recognize the potential of a thriving entertainment economy, they will facilitate its growth. “It will grow, and it can grow,” he stated confidently.