The Flip10 Feb 2022

The Creator Economy

African culture and content is taking over the world - from Afrobeats and amapiano, to Nollywood and Netflix originals, to fashion. To what degree can Africans monetize their creativity not only on the continent but globally? To what extent can Africans, as owners of culture and intellectual property, participate in the upside? And if content has been largely an export product, to date, how do *we* develop the local creator ecosystem, as well?

05:11 - A brief history of the creator economy. From aggregation theory to 1000 true fans.
07:59 - We start with the platforms, and TikTok's Boniswa Sidwaba.
11:11 - A challenge with creator monetization for African creators is the value of their audience to an advertiser. We hear from YouTuber Tayo Aina, with a cameo from another YouTuber, Hank Green.
15:33 - Because of limited monetization opportunities from the platforms directly, creators ink brand partnerships and sell direct to their audience.
19:49 - The challenge with monetizing an audience directly in a market like Nigeria is the poor macroeconomic situation. So content remains largely an export product, says Iroko's Jason Njoku.
23:17 - But the local fanbase is still incredibly important, and the local infrastructure still needs to be built. It's what Mr Eazi is trying to do for the music industry.
29:22 - How do we make sure value accrues back to the markets from which the content comes?
31:42 - Our retrospective conversation between The Flip's Justin Norman and Sayo Folawiyo.

Resources referenced in this episode:

What is Aggregation Theory? by Ben Thompson
1000 True Fans by Kevin Kelly
So...TikTok Sucks by Hank Green
Tayo Aina's YouTube Creator Academy

This season is sponsored by MFS Africa.

All this season, we're exploring value chains. And in the payments value chain, no fintech has a wider reach on the continent than MFS Africa. Through their network of over 180 partners - MNOs, banks, NGOs, fintechs, and global enterprises - MFS Africa's API hub makes connects over 320 million mobile wallets across 30+ countries in Africa.

Det här avsnittet är hämtat från ett öppet RSS-flöde och publiceras inte av Podme. Det kan innehålla reklam.

Avsnitt(102)

What China Taught Me About Global Trade

China's manufacturing scale has no historical precedent. $3.8 trillion in exports in 2025. A $1.2 trillion trade surplus — the largest any country has ever recorded. China is the top import partner fo...

17 Sep 15min

What Vietnam’s Gold Shops Taught Me About Money

Vietnam is one of the fastest-growing economies in the world. But its currency, the Dong, devalues 3-5% per year to support its export-oriented growth. When the price of gold rises, Vietnamese people ...

30 Juli 12min

How to Fund a Hospital in a Warzone

In Northwest Syria, a critical network of hospitals faces a unique challenge: how do you pay medical staff and fund healthcare when your country is completely cut off from the global financial system?...

2 Juni 12min

Inside Africa's $16 Billion Waste Economy

Drive through cities in Africa and you’re likely to see a waste problem. In the streets, the sewage, in the waterways…540 million tons of waste goes uncollected every year across sub-Saharan Africa. I...

30 Apr 14min

I Went to Nigeria to Explore How Global Trade Really Works

In Lagos' Computer Village, Nigeria's largest electronics market, everything is imported from China. But how merchants access dollars and pay their suppliers is a challenge.Nigeria imports $20 billion...

1 Apr 15min

Why Getting Paid Costs More in Emerging Markets

If you're a freelancer or a remote worker from the global south, you likely have a harder time getting paid and participating in the global economy. Maybe a global payments company doesn't operate in ...

29 Jan 9min

I Went to Bolivia Where Businesses Survive on Stablecoins

Bolivia is facing a severe economic crisis. The country is literally running out of dollars. Their foreign reserves have collapsed from $15 billion a decade ago to just $50 million today. In June 2024...

2 Dec 202511min

Inside Argentina's $300 Billion Parallel Economy

Argentina's decades-long economic crises and hyperinflation has a major impact on how Argentine's participate in the economy.The recent story that's been told about Argentina is that people are adopti...

4 Nov 202516min