Ozekhome spotlights creators’ innovative blend of culture, technology for global impact
By Felicia Nwosu
Franklin Ozekhome, a seasoned strategist and co-founder of Maskvrade, has spotlighted that
the African entrepreneurial landscape is undergoing a monumental shift.
Responding to MARKETING EDGE exclusively on some of the trends that will shape the pop culture landscape in 2025, Ozekhome revealed that the shift is driven by a new generation of entrepreneurs, and that the continent is rapidly evolving from a market of products to an ecosystem of innovation.
The culture advocate asserted that these entrepreneurs are not just building businesses; they are weaving together culture and technology to create integrated systems that resonate globally.
The seasoned strategist opined that this wave of transformation is redefining industries and reshaping the future of entrepreneurship in Africa.
“One of the key forces driving this revolution is the emergence of the creator economy, where digital influencers, content creators, and storytellers are becoming the new business architects.
“In a continent where youth make up 70% of the population, the potential is limitless. Africa’s young, culturally-savvy entrepreneurs are using their deep understanding of local culture and global trends to develop business models that are both innovative and scalable.”
Asking for the result, he explained that a new class of businesses that blend creativity with strategy, aiming to build ecosystems rather than just products.
Ozekhome highlights that the creative economy in Africa is projected to hit $18 billion by 2030.While Mobile gaming companies like Carry1st, and AI-powered music platforms such as Deepseek, are just a few examples of how African entrepreneurs are using technology to amplify culture.
These businesses, he noted, are tapping into underserved markets and creating products that speak to the unique values and aesthetics of African youth while also building scalable models capable of competing on the world stage.
The brand builder revealed that the rise of digital creators, such as Jo Blaq, has amplified this shift. Jo Blaq’s comedic sketches and relatable content have made him a household name, showing how creators are shaping digital conversations and influencing consumer behavior.
“What’s particularly striking about this trend is how it shifts the power away from traditional advertising models, where brands and agencies once controlled the narrative, to a creator-led economy where influencers hold the keys to relevance and engagement. This dynamic means that agencies must now adapt to the reality that success lies in understanding and leveraging the power of digital creators, who can craft authentic narratives that resonate deeply with audiences.”
According to him, as Africa’s young entrepreneurs continue to innovate, it’s clear that creativity has become the backbone of business success.
Citing from tech companies like Andela, which connect African talent with global opportunities, to AI-driven solutions that optimize content creation and distribution, the
co-founder of Maskvrade, said businesses are increasingly integrating technology into their creative processes.
He affirmed that this technological embrace is a game-changer, that allows startups to streamline operations, predict trends, and scale at unprecedented speeds.
Expressing optimism, he predicted that for marketers and agencies, the task is now to bridge the gap between creativity and business strategy.
“The days of producing simple advertisements are over. Success now depends on crafting integrated ecosystems that blend culture, business, and technology in ways that drive long-term value.”
Ozekhome emphasizes that businesses must scale creativity into sustainable models that are built to last, and this means being hyper-local while simultaneously global in reach.
As a tech expert, he believes that as 2025 unfolds, Africa’s creative economy is poised for explosive growth and that the entrepreneurs who are leading this charge are not only shaping the entertainment industry through global exports like Afrobeats but are also driving economic growth across sectors like fashion, gaming, and tech.
The marketing professional urged that to fully unlock the potential of this creative revolution, businesses must adapt to this new era of digital-first strategies, invest in local talent, and embed cultural relevance into their identity.
He maintained that the shift towards creator-led ecosystems marks a pivotal moment for African businesses, and those that fail to evolve risk being left behind.
“The future of Africa’s entrepreneurial landscape is not just about creativity for its own sake; it’s about mastering the business of creativity, building ecosystems that can scale, thrive, and propel Africa’s economic future onto the global stage”
The pop culture strategist noted that the stage is set, and Africa’s creative revolution is in full swing, but the question is: will your business evolve to meet it, or be left behind?
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