Last year Forbes readers were asked to name the most influential icons in contemporary African pop culture. And the response from that exercise was overwhelming, with musicians dominating the list of the “40 Most Powerful Celebrities In Africa”. Included on the inaugural list were some of the continent’s blockbuster actors, supermodels, athletes, movie producers, TV personalities and authors.
According to the 2012 Forbes Celebrity 100 list that came out earlier this year, it used to be sufficient for a celebrity to be really, really good at what they do – acting or singing. However today, celebs need to be businesses. And we are seeing that trend emerge with African celebrities. They are becoming so savvy in converting their celebrity into lucrative deals that the African “brand of celebrity” is becoming as bankable as that of Western superstars.
It makes perfect sense. Africa is a market unto itself. The African middle class alone is reported to be approximately the same size as the middle class populations of China and India. This middle class is a highly influential and rapidly growing consumer segment with a buying power that is demanding more products and services closely aligned with its own culture and lifestyle. This is evident in the success of content platforms such as iRokoTV(online distributor of Nigerian movies) and music, with D’Danj, Atumpan, Don Jazzy, Wizkid — big names behind Afro-beats, the West African sound that is going global, fast…………READ MORE
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