Murray Bruce: African talent export key to creative industry growth

The Co-Chair of the Creative Africa Advisory Group, Ben Murray-Bruce, has emphasized the importance of exporting African talent to drive growth in the creative industry and create wealth. In a recent interview with CNBC Africa, Murray-Bruce highlighted the significant progress made in promoting African culture on a global scale and underscored the need for a supportive policy environment to nurture talent and dreams. He stressed that relying solely on the domestic market within Africa was not conducive to sustainable growth, as the continent's entertainment market is not as financially robust compared to global markets. Murray-Bruce pointed out the disparity where products from the West dominate African markets, stifling the growth of the local entertainment industry. He cited the example of how international football clubs like Manchester United garner more support in Africa than local teams, showcasing the dominance of foreign influence. However, with initiatives like CanX, Afrixen Bank, and others, Murray-Bruce believes African creatives can showcase their talent to the world and tap into the continent's true potential to generate wealth. He emphasized the importance of collaboration, access to capital, and amplifying African voices in the global creative space. As the co-chair of the Creative Africa Advisory Group, Murray-Bruce discussed the evolving strategies and goals of CanX in increasing its impact. He highlighted the progress in promoting African culture through various mediums like food, fashion, and entertainment, emphasizing the importance of representation on a global scale. Murray-Bruce expressed optimism about the future of the African creative industry, citing the growing recognition of African products and talents worldwide. In terms of policy impact, Murray-Bruce emphasized the need for policies that support aspiring artists and athletes from underprivileged backgrounds. He called for reforms in financial institutions to provide access to capital based on intellectual merit and vision rather than traditional collateral. Murray-Bruce criticized the lack of support from banks and urged for a shift in mindset to identify and nurture talent regardless of a person's financial status. He advocated for inclusive policies that empower ordinary individuals with extraordinary dreams to become global superstars. Reflecting on the discussions at the event, Murray-Bruce highlighted the vast opportunities ahead and encouraged individuals to pursue their dreams in the creative industry. He emphasized that success in the industry often comes from individual tenacity and talent, rather than external government support. Murray-Bruce concluded by asserting that the creative industry, coupled with initiatives like the creative fund, presents a platform for aspiring artists and producers to achieve fame and success.