Africa's Creative Frontiers

Ogechi Adeola is Professor of Marketing and Deputy Vice-Chancellor at the University of Kigali, Rwanda. She is also an Adjunct Professor at Torrens University, Australia. She has published widely in top-tier journals. Her co-authored papers have won multiple international Best Paper Awards (2016–2019), and she received the Emerald Literati Award for Outstanding Paper in 2022. She edited the seminal two-volume Casebook of Indigenous Business Practices in Africa, published by Emerald in 2023.

• Foreword; Charles IgwePart I. Introduction and Cross-Cutting ThemesChapter 1. Africa’s Creative Economy: Global Frameworks, Regional Challenges, and Sustainable Opportunities; Ogechi AdeolaChapter 2. Creative Work: Rethinking Tourism in Africa through Content Creation in the Creative Industry; Isaiah Adisa, Ihunanya Erondu, Lukman Lasisi, and Franklin N. NgwuPart II. Film and Visual StorytellingChapter 3. Nigeria’s Movie Industry: An X-ray of Business Models; Oluyemi Theophilus Adeosun and Sheneni Felix MaiyakiChapter 4. The Emerging Socio-Economic Goldmine: The Popularity of Nollywood in South Africa; Amaechi Kingsley Ekene and Prince Obinna NjokuChapter 5. Digital Disruption in Sub-Saharan Africa’s Creative Industry: How Netflix and Other Streaming Platforms Revolutionise Film Production and Distribution; Olaniyi Evans and Ogechi AdeolaChapter 6. Rethinking the Creative Economy: Addressing Barriers and Exploring Solutions in the Ghanaian Performing Arts Sector; Emmanuel Nii-Ayi Solomon, Stephen Mahama Braimah, Gideon Awini, and Woelinam Kwame Dziewornu-NorvorPart III. Fashion and Visual ArtsChapter 7. Circular Fashion: Sustainable Approaches for Elevating Tanzania’s Fashion Industry; Mary Raphael MarcelChapter 8. Circular Economy in African Fashion: Tradition, Innovation and Sustainability; Ogechi Adeola, George Kimathi, Deogratias Bugandwa Mungu Akonkwa, Emmanuel Mogaji, and Olaniyi EvansChapter 9. Harnessing Cultural Elements for Economic Prosperity: A Case Study of Terra Kulture in Nigeria's Creative Industry; Chinedu Ndigwe and Isaiah AdisaPart IV. Music and Creative SoundscapesChapter 10. Marketing Africa Through Music: A Conceptual Model Based on Ghana’s Music Industry; George Kofi AmoakoChapter 11. Kenyan Music: Marketing Outreach Viability; Paul KatuseChapter 12. Nigerian Music in the African Creative Economy: Cultural Fusion and Innovation; Ogechi Adeola and Olaniyi EvansPart V. Synthesis and Policy DirectionChapter 13. Unlocking Africa's Creative Economy: Strategies for Growth in Film, Fashion and Music Industries — Conclusion and Recommendations; Ogechi Adeola

A timely and compelling exploration of Africa’s dynamic creative industries as catalysts for economic growth, social transformation, and global cultural influence.