Africa's Creative Frontiers

Ogechi Adeola is a Professor of Marketing and Deputy Vice-Chancellor at University of Kigali, Rwanda, and Adjunct Professor at Torrens University Australia. Her research and consultancy work cover marketing, entrepreneurship, and tourism, with publications in leading journals. She has co-authored multiple award-winning papers and received the Emerald Literati Award for Outstanding Paper in 2022. She edited the seminal two-volume Casebook of Indigenous Business Practices in Africa (2023) and is listed in the Stanford–Elsevier Top 2% Most Influential Scientists in the World (2025).

• 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.