Idris Elba on the power of story telling in uniting Africa

Hollywood star and philanthropist, Idris Elba, recently shared his insights on the power of storytelling in uniting Africa in a candid interview with CNBC Africa. The discussion was prompted by the African Union's celebration of Africa Day under the theme 'Our Africa, Our Future,' which calls for a more balanced narrative of the continent. Elba, who hails from Sierra Leone and Ghana, highlighted the importance of shifting perceptions about Africa and the impact of storytelling in changing global perspectives. The interview delved into various aspects of storytelling, from music and film to the potential for higher investments and the competitive landscape of the creative industry. Elba expressed optimism about the changing perceptions of Africa, citing the significant role of connectivity among Africans and the diaspora in presenting a more positive image. As an example, he pointed to the music industry, particularly Afrobeats, for its contribution to reshaping the world's view of African creativity and culture. Elba emphasized the need for continued efforts to challenge negative stereotypes and address systemic racism that still exists in some parts of the world. The conversation shifted to the economic dynamics of the creative industry, with Elba acknowledging the challenges faced by African filmmakers and content creators. He highlighted the discrepancy in resources between music production and filmmaking, noting the higher costs associated with producing and distributing films. Despite these hurdles, Elba underscored the immense potential within the African creative landscape, especially given the continent's young and vibrant population. Elba also discussed the importance of collaboration in amplifying African voices, mentioning his partnership with filmmaker Mo Abudu. He commended Abudu's work in producing impactful films on limited budgets but stressed the need for greater investment and expansion in the industry. Elba called for more support for African creators and storytellers to showcase their talent on a global stage. In a moment of personal reflection, Elba shared a poignant message about his roots in Sierra Leone, expressing sadness over the destruction of the historic Cotton Tree in Freetown. The symbol of freedom in his father's country had stood for several hundred years before being struck down in a recent rainstorm. Despite the somber note, Elba's commitment to preserving African heritage and promoting positive narratives shone through in his parting words. As the interview concluded, Elba hinted at his ongoing music projects and upcoming releases, demonstrating his continued passion for creative expression. While he acknowledged the challenges ahead, Elba's unwavering belief in the transformative power of storytelling echoed throughout the conversation, leaving a lasting impact on viewers and industry stakeholders alike.