African creators were given a powerful reality check at Entertainment Week Africa, where some of the continent’s most respected creative leaders urged young digital talents to shift their mindset from instant monetisation to long-term sustainability. During the panel discussion titled “Beyond the Scrolls: The New Rules of Creative Reach,” speakers emphasised that many emerging creators are entering the industry with unrealistic expectations and misplaced priorities.
The session, moderated by Tech YouTuber Fisayo Fosudo, featured notable voices including Adaora Mbelu (Founder, Cre8tortium), Itohan Barlow Ndukuba (Editorial Board Member, Rolling Stone Africa), Oluwadunsin Sanya (Head of Editorial & Innovation, BellaNaija), and Boubacar Djiba (Founder, Senmixmaster). Collectively, they highlighted that the increasing pressure to earn money quickly is fostering an unhealthy creative ecosystem—one where many creators burn out before establishing real influence.
Itohan Barlow Ndukuba warned that today’s creator landscape is overly driven by survival and financial urgency rather than genuine passion or value creation. She explained that many content creators enter the digital space hoping for immediate returns, which leads to a disconnect between their intentions and the audience they hope to attract. “A lot of people don’t want to spend years building a loyal community,” she noted. “But that’s where real impact is born.”
According to her, this rush for quick monetisation encourages content that prioritises trending topics and algorithm-friendly formats instead of personal authenticity. While those tactics may deliver temporary engagement spikes, they rarely foster the dedicated audience relationships required for enduring relevance. “The best work comes when you discover your why,” she stressed. “That’s what helps you build a community aligned with your core values.”
Adaora Mbelu reinforced the idea of creating from a place of passion, advising creators to reconnect with the joy of producing content rather than obsessing over metrics. She explained that understanding creation as a form of service — rather than extraction — naturally leads to longevity. “When you operate from a sense of purpose, you produce your best work,” she said. “Your audience can tell when you’re creating from a genuine place.”
The panel also cautioned against the widespread culture of “quick success hacks.” Many creators, they said, fall into the trap of purchasing unverified e-books or following viral shortcuts that promise rapid fame but fail to produce real growth. Such shortcuts, they argued, trap creators in cycles of disappointment and unfulfillment.
BellaNaija’s Oluwadunsin Sanya emphasised that clarity of identity is essential. “If you don’t know the value you want to offer, you will never connect with your audience on a deeper level,” she explained. “Knowing who you are helps you maintain momentum even when the algorithms shift.”
For businesses, agencies, and investors participating in Africa’s booming creator economy — now valued in the billions — the panel’s message was equally significant. Partnering with creators who prioritise instant visibility over consistency may result in short-lived campaigns with quickly fading audiences. On the other hand, creators who invest years developing authentic communities are proving to be far more resilient, especially during algorithm changes or economic instability.
Boubacar Djiba referenced the music industry, noting that many globally recognised artists began with modest followings but built loyalty through authenticity. “The artists you admire today didn’t blow up overnight,” he said. “They stayed committed to their why, and people connected with that journey.”
The conversation ultimately made one point unmistakably clear: African creators who focus on purpose, patience, and authenticity are the ones most likely to build lasting careers in an increasingly competitive digital landscape.
