Babaeko Outlines Pan-African Creative Industry Scale Strategy At Craft Addis 2026

By Ovio Peters

Founder and Chief Executive Officer of X3M Ideas, Mr. Steve Babaeko, recently used a panel session at Craft Addis 2026 in Addis Ababa, Ethiopia, to outline what he described as the structural and operational requirements for building globally competitive pan-African creative businesses. He joined Bernard Laurendeau, Managing Partner at Laurendeau & Associates, Japan, and Zekarias Amsalu, Co-founder and Managing Director of Africa Fintech Summit, United States, in discussions moderated by Frances Quarcoopome of JamJar Company Ltd., Nairobi. The session focused on scale, sustainability, infrastructure, intellectual property protection, capital access, operational governance and implementation of the African Continental Free Trade Area (AfCFTA) framework as drivers of long-term growth within Africa’s creative economy.

DECISION HIGHLIGHT
The intervention reflects growing pressure within Africa’s creative sector to move beyond talent-driven narratives toward commercially scalable systems built around infrastructure, governance, monetisation and cross-border market integration.

DECISION MEMO
Steve Babaeko’s presentation at Craft Addis 2026 reflects a broader transition underway within Africa’s creative economy, where industry conversations are increasingly shifting from cultural relevance toward institutional scalability and commercial competitiveness.

Rather than framing Africa’s creative potential solely around artistic talent, Babaeko focused attention on structural deficiencies limiting the sector’s ability to compete globally.

According to him, “Africa’s challenge lies not in talent but in the systems supporting production, distribution, payments, and intellectual property protection.”

That distinction is significant because Africa’s creative industries continue to generate global cultural influence through music, film, fashion and digital content, while simultaneously facing weak monetisation systems, fragmented distribution infrastructure and limited intellectual property enforcement.

Babaeko’s emphasis on operational structure and governance also signals growing recognition that pan-African expansion requires institutional discipline beyond entrepreneurial ambition alone.

He argued that “pan-African ambition must be matched with operational discipline, including governance structures, efficient processes, and financial prudence.”

The reference to the AfCFTA further places the creative economy within the broader continental integration agenda.

Babaeko stated that while the framework offers significant opportunities for movement of “talent, ideas, and capital,” implementation remains the decisive factor.

His remarks also reflected increasing concern over sustainability within Africa’s startup and creative ecosystems, particularly around financing models and scale economics.

On funding, Babaeko noted that “while bootstrapping can build resilience, access to capital remains essential for scaling,” urging founders to balance ownership control with strategic investment partnerships.

The warning that the next growth phase will demand “systems, technology, and global standards within the next 12 to 24 months” additionally reveals mounting competitive pressure from rapidly evolving digital creative economies globally.

His emphasis on narrative ownership further extends the discussion beyond economics into strategic influence and perception management.

According to him, Africa must “take control of its storytelling to shape global perceptions on its own terms.”

His concluding remarks reinforced the broader shift from aspirational rhetoric toward execution-focused industry building.

“We have had enough conversations about potential. The time now is to build. Structure. Scale. And most importantly, believe enough in our own stories to take them to the world,” Babaeko stated.

Collectively, the intervention suggests that Africa’s creative economy is entering a more commercially demanding phase where institutional capability, cross-border scalability and monetisation efficiency may become as important as creative output itself.

DATA BOX

• Event: Craft Addis 2026
• Location: Addis Ababa, Ethiopia
• Lead speaker: Steve Babaeko, Founder and CEO, X3M Ideas
• Panel participants:
  • Bernard Laurendeau, Laurendeau & Associates
  • Zekarias Amsalu, Africa Fintech Summit
• Moderator: Frances Quarcoopome, JamJar Company Ltd.
• Key themes discussed:
  • Creative economy scale
  • Infrastructure gaps
  • Intellectual property protection
  • AfCFTA implementation
  • Governance systems
  • Monetisation structures
  • Capital access
  • Narrative ownership
  • Technology adoption
• Strategic timeline referenced by Babaeko: 12 to 24 months
• X3M Ideas footprint: multi-market pan-African operations

WHO WINS / WHO LOSES

Winners:

• Scalable African creative enterprises
• Technology-enabled creative platforms
• Investors targeting African cultural industries
• Cross-border creative and digital businesses

Losers:

• Informal creative structures lacking operational systems
• Businesses unable to monetise intellectual property effectively
• Fragmented markets weakened by poor infrastructure integration

POLICY SIGNALS
The discussions reinforce growing pressure for stronger intellectual property enforcement, digital infrastructure investment and effective implementation of the African Continental Free Trade Area. The creative economy is increasingly being positioned as a strategic commercial sector rather than solely a cultural industry.

INVESTOR SIGNAL
Africa’s creative industries continue attracting interest due to demographic growth, digital adoption and expanding global demand for African cultural products. However, long-term investment confidence will depend increasingly on monetisation systems, governance standards and scalable business infrastructure.

RISK RADAR
Key risks include weak intellectual property protection, fragmented payment systems, limited production infrastructure, inconsistent regulatory environments and underdeveloped distribution networks. Without stronger institutional systems, Africa’s creative exports may continue generating cultural relevance without equivalent economic value retention.