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 offers a golden opportunity to reflect on the continent’s rich and diverse artistic traditions many of which date back centuries and to explore how these can be preserved, celebrated, and most importantly, monetised by the youth 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. Unfortunately, many of these traditions have been undervalued, misrepresented, or even lost over time often due to colonization, globalization, and a lack of local investment in the arts.
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. Example of designers who has made waves in Africa; Kwame Koranteng and Max Alexander of Ghana, Awa Meité of Mali, Taofeek Abijako and Ogugua Okonkwo of Nigeria, among many others.
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
Handcrafted items like sculptures, pottery, masks, and jewelry rooted in traditional techniques can be sold online through platforms like Etsy, Shopify, or even 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: Art education should be integrated into national curriculums, and creative skills should be taught 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 need to protect traditional knowledge and ensure that local community’s benefit when their heritage is used.
- 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, using the wisdom, beauty, and craftsmanship of historical arts to inspire new generations and create economic empowerment.
By embracing their cultural legacy and coupling it with modern tools and entrepreneurship, African youth can turn art into an engine of both identity and income ensuring that the continent’s stories are not only told but also sold.
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