Mike Dada, founder and president of the AFRIMA Awards, told NECLive participants that authentic African stories remain the continent’s strongest differentiator in the global creative economy. Speaking at the Powering Africa Through Creative Enterprise panel, he said Africa offers cultural expressions, such as masquerade performances, that the world cannot replicate. According to him, authenticity must guide how Africa positions itself and its creative output.
Dada noted that the creative economy depends on both tangible and intangible infrastructure, from legal frameworks and content pipelines to cultural identity and perception. He stressed that African creators must maintain originality while leveraging the platforms available to them. Dada argued that strengthening the continent’s economic position begins with presenting genuine African narratives, not diluted versions aimed solely at global approval.
He also emphasized the need for long-term investment in creative structures that protect and commercialize African content. Dada encouraged stakeholders to consider how authenticity can be monetized and used to build stronger industries. He noted that the creative sector must be taken seriously as a driver of economic growth and cultural influence.
