Every year on April 15, the world comes together to celebrate World Art Day, a global occasion that honours creativity, cultural heritage, and the power of expression through various art forms.
In Africa, this celebration gives a golden opportunity to reflect on the continent’s rich, diverse artistic traditions.
These traditions date back centuries, and the youth can preserve, celebrate, and monetise them for sustainable development.
Africa’s Timeless Art Legacy
Africa is home to some of the world’s oldest and most influential artistic traditions. From the intricate bronze sculptures of Benin and the majestic pyramids of Egypt to the vibrant textiles of the Ashanti and the expressive masks of the Dogon people. African art is steeped in spiritual, social, and historical significance.
These artworks were not created merely for aesthetics. They served as tools of communication, symbols of status, and mediums of religious expression. Colonization, globalization, and poor local investment have undervalued, misrepresented, and even erased many of these traditions over time.
However, with the global art market increasingly turning its gaze toward Africa, and digital tools democratizing access to audiences, today’s African youth are in a prime position to reclaim, reinterpret, and monetise this artistic heritage.
The Rise of the Creative Economy in Africa
The global creative economy is worth over $2.25 trillion as estimated by United Nations Conference on Trade and Development (UNCTAD), and Africa, with its untapped talent and heritage, holds enormous potential. In countries like Nigeria, Kenya, South Africa, and Ghana, there is already a growing recognition of the value in investing in creative industries such as music, film, fashion, and visual arts. But historical African art, its forms, motifs, stories, and styles, remains an underexploited goldmine.
Furthermore, young artists, designers, curators, and entrepreneurs can play a key role in reviving these traditional forms by integrating them into contemporary art, fashion, tech, and lifestyle products. This not only preserves cultural identity but also creates viable economic opportunities.
Ways African Youth Can Monetise Historical Art
1. Digital Art and NFTs
The rise of digital art platforms and NFTs (Non-Fungible Tokens) has given artists a new way to sell their work globally without intermediaries. African youth can digitize traditional artworks, reinterpret ancient symbols, or even create virtual galleries inspired by historical aesthetics. By doing so, they tap into a growing market of global collectors eager for fresh, authentic narratives.
2. Fashion and Textile Design
Africa’s historical textiles; like Kente, Adire, Mudcloth, and Shweshwe, can inspire modern fashion collections. Young designers can reinterpret these traditional patterns for contemporary clothing, accessories, and home decor, targeting both local and international markets. Collaborations with global brands, local artisans, and e-commerce platforms can amplify their reach and revenue. Several African designers have made waves on the global stage.
Kwame Koranteng and Max Alexander represent Ghana’s rising fashion influence.
Awa Meité showcases Mali’s creativity through innovative fashion design.
Taofeek Abijako and Ogugua Okonkwo highlight Nigeria’s strong presence in contemporary African fashion.
3. Cultural Tourism and Experiential Art
Youth entrepreneurs can create immersive cultural experiences that celebrate African heritage. These could include guided museum tours, art workshops, community storytelling events, or art residencies in rural areas rich in history. By leveraging platforms like Airbnb Experiences or social media marketing, these cultural products can attract both local and international tourists.
4. Content Creation and Storytelling
Social media platforms like YouTube, Instagram, and TikTok offer an avenue for young creatives to share African art stories with the world. Documentaries, tutorials, history-themed art challenges, or behind-the-scenes content can build followings, attract sponsorship deals, and even lead to licensing opportunities.
5. Artisanal Products and E-commerce
Artisans craft sculptures, pottery, masks, and jewelry using traditional techniques and sell them online through platforms like Etsy, Shopify, or local marketplaces. Young artists can collaborate with older artisans to modernize designs while maintaining authenticity, thereby appealing to broader consumer bases.
Building the Ecosystem
To successfully monetise African historical arts, a strong support system is necessary. This includes:
- Training and Education: Governments must integrate art education into national curriculums and teach creative skills with an entrepreneurial mindset.
- Funding and Grants: Governments, NGOs, and private sector players must invest in creative enterprises, providing grants, seed funding, and business training.
- Policy and Protection: Intellectual property laws must protect traditional knowledge and ensure local communities benefit when others use their heritage.
- Digital Access: Improving internet access and tech literacy will help more young artists leverage digital tools to showcase and sell their work.
A Future Rooted in the Past
World Art Day reminds us not only to celebrate art but also to preserve and empower it. For Africa, the key lies in bridging the past and the future with purpose. The wisdom, beauty, and craftsmanship of historical arts can inspire new generations. These traditions also hold power to create lasting economic empowerment across the continent.
African youth embrace their cultural legacy and pair it with modern tools and entrepreneurship to transform art into income and identity. They ensure the continent’s stories are told, celebrated, and sold globally.
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