France turns to culture to rebuild African ties
French President Emmanuel Macron.
Paris, France
France is turning to culture to rebuild its battered image in Africa, targeting talented youth in a retune of its messaging on the continent.
This week, hundreds of artists are gathering in the French capital Paris for a conference whose theme is building free speech through art. But it has a deeper intention of easing tensions that have recently grown between France and its former colonies in Africa, especially.
Ahead of the three-day event, officials said President Emmanuel Macron’s African policy now focuses on culture and creatives to promote free speech and build opportunities for young and upcoming entrepreneurs, in an industry projected to be worth billions of Euros, if successful.
Dubbed the Culture and Creative Industries (CCI), it brings together over 300 participants from Africa. Some 30 artists from Kenya will be pitching and showcasing their innovative ideas.
The event is dedicated to the production and dissemination of emerging artistic creativity and is being held at the Gaîté Lyrique theatre and the Conservatoire nationaledes arts et métiers (National Conservatoire for Arts and Crafts) (CNAM).
An ongoing discussion at the La Gaieté Lyrique during the Création Africa Forum in Paris, France. The event seeks to develop a creative platform for the advancement of France-Africa relations
Tapping into the available opportunity
President Macron’s Africa Adviser Nadege Chouat said the French government is focusing on tapping into the available opportunity to change the continent’s perception, especially in the former colonies.
“We want a win-win relationship with our African partners. A lot is happening in Africa and France has very strong ties with the continent,” she said.
“We want to feel the relationship and the cultural and creative industries provide that opportunity. We chose the sector with relative advantage to show Africa in a different way.”
Arts is an easier route that could also rope in millions of youth who are seeking opportunities to employ themselves. But it is hardly seminal. Americans and Chinese have used it in the past three decades, investing in the media, film and music as well as other artistic performances to narrow gaps in cultural differences.
Ms Chouat said President Macron has been keen to support this initiative, which was mooted in 2017 but derailed by Covid-19. Paris says the next such convergence will be in an African capital in 2025.
“We want the relationship between France and Africa to go beyond president to president, government to government but bring on board the key sector players that have been under-represented over the years,” she explained.
On the receiving end
Paris has been on the receiving end especially after the coups emerged in Mali, Burkina Faso and Niger, former colonies with the junta blaming France for installing stooges who did little for the local public and that France maintained old policies that favoured Paris.
However, the French authorities maintained that their presence in the countries was to ensure peace and stability and spur economic growth. Last week, Macron said troops in Niger will be leaving. They had already left Mali.
The French, however, say they are now also expanding their presence to Anglophone countries through the creative industries.
According to the event’s Secretary General, Elizabeth Gomis, bringing onboard the artists in Paris was not a walk in the park, it took six months of planning.
Elizabeth Gomis.
“Seventy-four per cent of the youth depend on culture and creative industries. They are below 30 years and the forum provides a platform for artists and French businesses and organisations to interact and establish networks, “said Gomis.
She explained that the forum is meant to give opportunities to professionals to amplify African voices.
“This forum is giving creative people an opportunity to incubate emerging talents,” she stated.
At the opening event, three pioneers of Digital Lab Africa who have worked on various projects for 10 years shared their experiences, admitting breaking even has not been easy but the wait was worth it.
The three pioneers of the Digital Lab Africa and a moderator.
The gaming industry for instance is the largest and with a cellphone, there is massive potential to reach young people and create projects to target these people.
Africa2020 Season
This vision of the initiative by the Africa2020 Season and promoted by nearly 1,000 partners in France and across the whole African continent, and by the New Africa-France Summit held in Montpellier two years ago – is continuing its path with Création Africa.
This is the first fair of its kind in Europe, Création Africa and is set to become a long-term fixture.
“They have organised about 200 meetings to give the participants to dialogue and chat a way forward to ensure sustainability of the project,’’ said Gomis.
She added, “We have 323 participants from 34 African countries. We will focus on building documentaries and ensure sustainability.”
The event, according to government officials, is designed as a platform for encounters, sharing expertise and showcasing talent.
It is part of an innovative approach that seeks to redefine perspectives and recognise the interconnected destinies of Europe and Africa.
This French strategy to choose an unexploited sector is aimed at enhancing ties with Africa.
“It is an innovative initiative aimed at highlighting creatives who have emerged from rapidly developing sectors in TV series, film animation, immersive universes (video games, the metaverse and XR) and publishing (comic books),” reads part of the program.
UNESCO projects that the sector can generate over €5 billion ($5.28 billion).
