African creative industries

The Star Academy 2025 finale has left audiences dazzled, with its impact going far beyond the stage and music charts. This show, more than just a singing competition, serves as a pillar of France’s creative economy, generating millions in revenue and nurturing an entire ecosystem of creative professionals. For Africa, a continent bursting with cultural talent but lacking in structural support, the Star Academy could provide a roadmap to transform its creative potential into economic power. Let’s break down the numbers and explore the lessons.

1. Star Academy 2025: A Creative Economy Powerhouse

An Economic Success Story

The 2025 edition of Star Academy has been a financial juggernaut, contributing significantly to France’s creative industries:

€25 million in direct economic impact, including ticket sales, advertising revenues, and music sales.
Over €6 million generated via streaming platforms like Spotify and Deezer, thanks to performances by the contestants.
Partnerships with brands like Coca-Cola and L’Oréal added an extra €4 million to the show’s revenue.

Boosting the Creative Ecosystem

Star Academy isn’t just about the contestants; it drives a wide array of creative industries. From stylists to sound engineers and digital marketers, the show provides jobs and opportunities. According to UNESCO, creative industries account for 2.3% of France’s GDP, with events like Star Academy acting as key growth engines.

The Digital Advantage

The 2025 edition leveraged social media platforms, reaching over 12 million users on TikTok and Instagram. This not only amplified the show’s cultural impact but also maximized monetization opportunities through influencer campaigns and digital exclusives.

2. Africa’s Creative Economy: Untapped Potential

A Wealth of Talent

Africa boasts an abundance of talent, with global stars like Burna Boy and Aya Nakamura (of Malian heritage) showcasing the continent’s potential. However, many talented artists remain undiscovered due to a lack of structured platforms. With Africa’s population projected to reach 2.5 billion by 2050, the demand for creative content is set to skyrocket.

Limited Infrastructure

African talent competitions, such as The Voice Afrique Francophone, have shown promise but operate on significantly smaller budgets. For instance, the average production cost for African talent shows was just $1.5 million in 2023, compared to €10 million for Star Academy. This financial gap limits their reach and quality.

A Growing Digital Market

The rise of internet penetration in Africa—estimated at 43% in 2023—offers hope for creative industries. Platforms like Boomplay and Audiomack are already helping African artists connect with global audiences, but there’s room for more integration of creative content with digital innovation.

3. Lessons from Star Academy for Africa

Invest in Competitive Platforms

Africa needs to create high-quality platforms that rival international shows. This requires significant public and private investment, as well as partnerships with global networks to enhance production quality and reach.

Leverage Digital Platforms

France’s Star Academy success is partly due to its seamless integration with digital platforms. Africa could adopt a similar approach, using local streaming apps and social media to engage audiences and generate revenue.

Foster Policy Support

Governments across Africa must recognize creative industries as key economic drivers. This means implementing tax incentives, providing funding opportunities, and encouraging public-private partnerships to support creative talent.

4. A Transcontinental Collaboration Opportunity

Imagine a Star Academy Africa, co-produced with France, showcasing African talent to a global audience while strengthening cultural ties between the continents. Such an initiative could unlock economic opportunities for both regions and establish Africa as a cultural powerhouse on the global stage.