How do we ensure a more inclusive, innovative, and connected media ecosystem in Africa? How do we address the disparities and barriers that limit the potential of African media?
The above questions and others were exhaustively discussed and solutions offered at the recently concluded third edition of the Africa Media Festival organised by Bazara Media Lab in Nairobi, Kenya on the theme “Bridging Gaps, Connecting Media Futures.”
Based on their experiences and the reality of the present media landscape in the continent, media practitioners, creative entrepreneurs, technologists, and storytellers from across the continent who spoke at the programme shared invaluable insights.
Below is a compilation by the organisers of key points by some of the speakers the organisers and other posts from the event.
Podcasting isn’t just about storytelling.
Podcasting isn’t just about storytelling—it’s about visibility, advocacy, and breaking barriers. In this session, Alan Herbert, Tracy Ochieng, Faith Musyoki, and Sharon Ireri explored how podcasting can challenge stereotypes, fight stigma, and celebrate the experiences of people with albinism.
“How do we create a supportive ecosystem for authentic voices?” Alan Herbert posed this critical question, sparking a conversation on representation, digital literacy, and talent development.
AI isn’t here to replace creatives.
AI isn’t here to replace creatives—it’s here to amplify them. In this hands-on session, Head of Department, Animations & Graphics Africa Digital Media Institute, Benjamin Waithaka broke down how AI can revolutionize creative workflows, from text and image generation to audio and video production.
“AI enhances your work—it doesn’t take creativity from you. You’re the one guiding it. Whether in music, design, or content creation, professionals need to embrace AI now to stay ahead,” he shared.
Creatives who adapt, and lead.
Embrace imagination as a force for co-creating.
What if storytelling wasn’t just an art but a tool for reshaping reality? Inspired by Suzanne Césaire’s vision of a world free from colonial limitations, this session—led by Aïcha Touré, Uzoma Orji, Parselelo ole Kantai, and Ndu Okoh—challenged us to embrace imagination as a force for co-creating African futures.
“There’s a hunger for nostalgia, but an even deeper hunger for our own stories,” Parselelo ole Kantai reflected. “How do we birth ourselves into being now?”
Dream, disrupt, and redefine what’s possible
Indigenous Futurist, Visual Artist and Creative Technologist, Uzoma Orji introduced the concept of the Ministry of Dreams, an idea that envisions creativity and storytelling as central to shaping society, pushing beyond traditional governance models to prioritize cultural expression and collective aspirations.
From Afrofuturism to Afro-Surrealism, the session unpacked how creative movements have long been reclaiming African identities. Participants left not just inspired but activated—to dream, disrupt, and redefine what’s possible.
AI isn’t just organizing information.
Drowning in information, starving for insights? Deputy Director, Programme, Nigeria Health Watch Chibuike Alagboso’s demo showcased how AI is revolutionizing solutions journalism—turning vast amounts of data into actionable knowledge.
With an AI Retrieval-Augmented Generation (RAG) model, journalists can quickly extract key insights, making research faster and reporting more impactful. AI isn’t just organizing information—it’s connecting past wisdom with today’s challenges, empowering journalists, policymakers, and advocates to drive real change. The future of storytelling is here, and it’s powered by AI.
Vernacular podcasts are the future of African storytelling
Vernacular podcasts are more than just a niche—they’re the future of African storytelling. Mwafreeka, Jeff Kuria, Gathoni Ngumba, and Mwaruma Musa explored how local languages can broaden audiences, strengthen cultural identity, and unlock new revenue streams.
Mwafreeka emphasized the power of digital access in growing audiences, saying, “As internet penetration increases and becomes cheaper, more people will engage with long-form content like podcasts. That shift will bring new opportunities for creators.”
Mwaruma Musa highlighted the importance of linguistic authenticity, stating, “Podcasting gives people a platform to express themselves in the languages they are most comfortable with. It’s not just about communication; it’s about identity.”
In an era where authenticity drives engagement, vernacular podcasts provide an unmatched connection to audiences. Those who embrace them aren’t just telling stories—they’re shaping Africa’s evolving media landscape.
We need to know what AI is producing and who controls it.
AI is reshaping journalism, but not all newsrooms have equal access. Wafaa Albadry, Irene Jay Liu, and Prof. Admire Mare unpacked the inequalities in AI adoption and how Global South journalists are navigating these challenges.
From technical and infrastructure gaps to language barriers and ethical dilemmas, many newsrooms are being left behind. “If we really want to save journalism, we need to know what AI is producing and who controls it,” said Prof. Mare.
While Big Tech, the Global North, and data monopolies reap the benefits, smaller and resource-constrained newsrooms struggle. The session explored solutions for making AI in journalism more inclusive, ethical, and accessible—because the future of media shouldn’t be built on inequality.
Without monetization, media is not a business.
The future of African media depends on financial sustainability. CEO of Big Cabal Media, Tomiwa Adalekomo, led a session on innovative revenue models that can keep media businesses thriving while maintaining editorial integrity.
From subscriptions and advertising optimization to partnerships and content syndication, the conversation focused on diversifying income streams and adapting to shifting audience behaviours. As Tomiwa put it, “If a media business doesn’t have multiple revenue lines, I don’t think it’s actually viable as an industry.”
Media isn’t just about storytelling—it’s about shaping culture, influencing perceptions, and driving engagement. But without monetization, it’s not a business. The challenge? Turning great content into a sustainable enterprise.
Silencing one journalist will not bury the truth.
SafeBox network coordinator for Africa and Asia at Forbidden Stories, Hélène Garreta introduced the SafeBox Network—a global safety net ensuring that investigative stories live on, even when journalists are threatened, jailed, or worse. Developed by Forbidden Stories, this initiative protects sensitive investigations by securely storing and sharing critical information.
If a journalist is silenced, media partners worldwide step in to continue their reporting, making it clear: press freedom is non-negotiable, and the truth will not be erased.
The future of the media belongs to those who see change coming.
Change in the media industry is relentless—driven by digital shifts, evolving audiences, and emerging technologies. But as Senior Media Consultant & Strategic Advisor Reebo Consult, Rachael Akidi Okwir reminded us, it’s not change itself that we resist—it’s the fear of loss that comes with it.
“The future of media doesn’t belong to those who sit back and hope for the best. It belongs to those who see the change coming, take the first step, and adapt before it’s too late.”
Technology won’t wait. Audiences won’t wait. The industry won’t wait. The choice is simple—adapt or be left behind.
The future of influencer marketing is not a one-man show
Influencer marketing in East Africa is evolving. Engagement, niche expertise, and trust now outweigh vanity metrics like follower counts. Baraza Media Lab and Wowzi Media’s research across Kenya, Uganda, and Tanzania highlights this shift—where community-driven creators hold more value than traditional celebrity endorsements.
Marketing & Communications Manager, Baraza Media LabLisa Muchangi put it best: “The future of influencer marketing is not a one-man show. It’s a symphony—of trust, of niche expertise, and engaged communities. The brands and creators who understand this? They’re not just making noise. They’re making music.”
For creators: Authenticity over numbers.
For brands: Collaboration over reach.
For policymakers: Recognition over restriction.
Influencer marketing is shaping economies, careers, and consumer trust—it’s time we treat it as an industry, not just a trend.
What 7 Years & 13,000 Interviews Reveal About Young Kenyans
Kenya’s youth aren’t waiting for opportunities—they’re creating them. With over 11 million young people shaping the country’s future, Head of Brand and Media at Shujaaz Inc. Dale Mwangi took the stage at hashtag#AMF2025 to share groundbreaking insights from seven years of research by Shujaaz Inc.
From navigating the informal economy to tackling mental health, climate change, and tech inequality, young Kenyans are hustling, innovating, and rewriting the rules. Half struggle with mental health, 85% believe in climate change, and rural-urban tech gaps now outpace gender divides, leaving young rural women at the greatest disadvantage.
Numbers tell a story—but how we tell it determines the impact.
Faith Adhiambo took the stage at hashtag#AMF2025 to highlight the power of data storytelling in shaping narratives and policies that reflect the realities of African migration.
“Did you know that Africa is home to over 40 million international migrants, accounting for 14.5%?”
As a leading voice in Move Africa, she emphasized that statistics alone don’t drive change—stories do. Data storytelling bridges the gap between numbers and human impact, transforming raw figures into compelling narratives that influence public perception and policy decisions.
It’s not just about reporting the data—it’s about making people see, feel, and act.
At a time when migration is a defining issue, her insights challenged us to rethink how we tell Africa’s stories. By shifting perspectives and centring lived experiences, we can drive meaningful change and create policies that truly serve the people.
“If we don’t celebrate journalism, who will?”
In a time when truth is constantly challenged, Lisa LaFlamme, of Human Rights Journalists, Canada offered a powerful reminder of journalism’s purpose. An award-winning journalist with decades of experience, she has spent her career illuminating the world’s biggest stories and holding power to account.
Reflecting on the evolving role of journalism, she reminded us that the microphone is more than a tool—it’s a flashlight that cuts through the darkness, illuminating stories that demand to be told. Journalism isn’t just about documenting history; it’s about holding power to account, amplifying unheard voices, and driving meaningful change.
“If we don’t celebrate journalism, who will?” LaFlamme challenged us to recognize the responsibility that comes with storytelling and the urgency of keeping the fire burning for press freedom and democracy.
With new media shaping the future of storytelling, her words reinforced the critical role journalists play—whether through traditional platforms or the digital frontiers emerging today.
Climate isn’t just about science or policy.
Programme Director, Climatexchange, Shereen Daver shared a powerful message—the climate isn’t just about science or policy, it’s shaping our food, music, and movies in ways we don’t even realize. It’s woven into our daily lives, and the way we tell its story needs to evolve.
She broke down nine game-changing tips for storytelling that make climate action feel real. From making it personal and avoiding alarmism to seamlessly blending it into entertainment and going hyper-local, the key is to make people care in a way that sticks.
This isn’t about drowning people in facts—it’s about shifting culture. How do we make climate storytelling connect, inspire, and drive action?
Language shapes truth
Founding Editor, FactCheckNG, Nigeria, Hannah Ajakaiye took the stage for an Ignite Talk on how Pidgin English is fighting misinformation in West Africa. She highlighted how its power lies in accessibility, breaking down barriers, and making information clearer for everyone.
She explained that Pidgin’s triumph over misinformation comes from its resistance to elitism. By transforming a simple greeting like “How you dey?” into a rallying cry for accountability, it becomes a tool for fighting digital falsehoods.
Language shapes truth, and Pidgin is proving that combating misinformation starts with speaking in a way that truly connects with people.
Storytellers cannot afford to work in isolation.
If I could summarise the conversations at the Africa Media Festival into one word, it would be CONNECTION. In AI, authentic storytelling will become the currency you need to build a community around your business, campaign or cause.
Storytellers cannot afford to work in isolation, so the stage is set for the rise of new, exciting collaborations. I’ve been inspired to dream new dreams and can’t wait to see where this road leads.
Strategic Communication Manager, Shujaaz Inc Stella Njogo
How do we build million-dollar media businesses?
David Adeleke, Founder, Communiqué, Nigeria
- Functional media for the working class: We need more Afrocentric media products targeted at helping professionals increase their professional knowledge and earning capacity. This means we need more niche media products. The logic here is simple: if we produce more media that helps people earn better, they are more likely to spend on media.
- More product thinking, less charity work: For too long, several African media companies have relied on (Western) donors and funders to stay afloat while struggling to keep up with a fast-changing and unforgiving business landscape. That needs to change, and product thinking is the way. We can no longer create media just because we “feel” like it. We must first consider the economics and business implications of our ideas before running off to execute them.
- Local content, international consumers: African audiences are the primary consumers, but global markets have the capital to sustain premium content. Afrobeats and Nollywood’s short-lived romance with Netflix and Amazon Prime shows that there is demand for African content in markets.
- The case for consolidation: American companies like Disney, Time Warner, and Comcast grew and sustained their growth through mergers and acquisitions. Consider a scenario where major West African media outlets like Punch and The Nation operate under one parent company. Punch could focus on local stories and vox populi, while The Nation could become the go-to source for political discourse. In East Africa, Nation Media Group and Standard Group are good examples. South Africa’s Media24 as well. The recent alliance of Sinema Focus (Kenya), What Kept Me Up (Nigeria), and Akoroko (pan-African) to form the African Film Press is a step in the right direction. But there could be more.
