By Peace Muthoka.
A new generation of African content creators is boldly reshaping how the world sees Africa one story at a time.
“We have the potential to reshape how the world views Africa,” says Effiong, a rising voice among young creatives. “I see myself contributing to this by creating platforms and content that reflect authentic African experiences while leveraging digital tools and innovation to reach wider audiences.”
This cultural shift is deeply influenced by platforms like MultiChoice, which champions a “local content first” approach. With over 84,000 hours of local programming and growing, channels like Zambezi Magic, Africa Magic, Maisha Magic, and Showmax continue to spotlight stories that resonate with African viewers.
The belief driving this movement is simple Africans want to see themselves in the content they consume.For Effiong, formal training became a turning point. He discovered the dramatic richness within African culture and its global appeal. A class assignment to reimagine an African folktale in a modern urban setting changed everything.
“That exercise revealed how rich and adaptable our cultural narratives are,” he says. “It shifted my perspective from trying to mimic Western formats to embracing and elevating African stories through our unique voice and context.”For him, the message is clear. “African stories don’t need validation. What they really need are platforms.”
