A cultural phenomenon has been unfolding for the past seven years—Afrochella—an annual extravaganza pulsating with the rhythms, a youth-driven, community-oriented celebration of music, art and culture.
In 2022, the festival announced its supposed end, leaving fans in shock. However, this marked the inception of a new phase—AfroFuture, not a “rebrand” as the organizers indicate but an evolution that signifies a growth that reflects the vibrant creative pulse of Ghana and the organizers’ unwavering commitment to their vision of honouring “African Heritage” and celebrating “Black excellence.”
In an exclusive interview with the key figures behind AfroFuture, we delve into the festival’s journey, its impact on the community and its bold aspirations for the future.
Abdul Karim Abdullah, the CEO/Founder of AfroFuture revealed that despite facing financial challenges and receiving no governmental or local support, managed to bootstrap their way through the years. “We’ve been building this in a bootstrap way despite what a lot of people think,” Abdul shares.
The turning point came when CMG secured a $2 million financing facility from the African Export-Import Bank (Afreximbank) in November 2023, providing a much-needed runway and the means to invest in local creators and their stories. “It gives us the opportunity to own some equipment and invest in stories and work we want to highlight with local creators in other markets as well here in Ghana and Africa at large,” Abdul added.
The festival’s impact extends beyond the stage, with “The Rising Star” initiative standing out as a testament to its commitment to talent development. Led by Khadijat El Alawa, Head of Talent + Music, this program, in collaboration with GuideRadio, provides opportunities for young artists across the globe. With a focus on addressing service gaps in the industry, AfroFuture aims to train individuals and create job opportunities.
El Alawa’s words carry the resonance of a seasoned curator as she details the rigorous selection process, involving entries, social media votes, and trusted judges, ultimately culminating in the top performers taking the stage during the festival. “Our aim is to put a spotlight on emerging talents, support them with resources and education as a key component.”
This program not only spotlights emerging talents but also addresses the educational and technical gaps in the Ghanaian music industry.
She however encouraged more Ghanaian participation in the initiative as part of growing the Ghanaian sound.
Akosua Ayim, Director of Operations, emphasized AfroFuture’s role as a bridge between the African diaspora and the continent. The Afro Expo, a vital component spanning December 21 through January 5, extended beyond the festival, hosting mixers, panel discussions, entrepreneurial pitch competitions and more under the theme of “Black Unification & Pan Africanism.”
“We make sure we touch more cities,” Abdul Karim Abdullah chimes in. The festival’s expansion into Paris, London, the U.S., and South Africa becomes a cultural bridge connecting diasporas worldwide. Akosua emphasizes the growth and changes seen, framing AfroFuture’s mission as a futuristic lens to bridge the diaspora.
“I think the growth and the changes that people are seeing is just putting a name to what the company has been doing since day one and I think having the name AfroFuture, This allows us to do all the things that we have been planning to do in a way that people can visualize and see and more importantly relate to and understand. This is not a rebrand, we’re growing!” Akosua declares, encapsulating the essence of the festival’s evolution.
The journey of AfroFuture has not been without its challenges. Everything that the Festival had planned for Detty December 2023 began on October 17th, when they officially confirmed Davido, Jhus and Black Sherif as the headliners for AfroFuture 2023, which took off on December 28–29, 2023. Jhus eventually withdrew when the date drew near, but the performances and thrills went on. The organizers never wavered in their commitment to provide fans with an experience they won’t soon forget.
Khadijat El Alawa added, “At the end of the day, yes we want to have fun, we want to have musicians come in but we want to be able to create a vibe and create a community where people can connect. That’s what is most important to us so irrespective of who is on the line-up we are hoping to be able to achieve that”
Kenny Agyapong, CFO/Co-Founder, reflects on the heartbeat of the success of AfroFuture 2023 attributing it to the dedicated women on the team, who played pivotal roles in every aspect of the festival’s execution. “The highlights to be honest with you were the women on the team, they held everything down. They do it every year but this year from A to Z, back and forth, production wise, with talents, programming, operations, security; all the women took control of everything that went on and it’s a major highlight to me because we had things that were out of control but we just trusted each other.”
Despite facing ups and downs over the seven-year journey, the organizers are proud of the festival’s growth and its ability to stand strong as a multifaceted cultural phenomenon.
Abdul Karim Abdullah pulls back the curtain on AfroFuture’s tangible impact on the Ghanaian economy, citing the influx of Diasporans investing in the country, seeking residency, and starting businesses. However, he points out the lack of governmental support for the festival in terms of tax waivers and some incentives.
“As far as impact is concerned, we can see it but we have not seen a targeted investment in creativity, a targeted investment in infrastructure,” Abdul laments, accentuating the need for a symbiotic relationship between the government and creative ventures.
AfroFuture manifests as a cultural voyage rather than just a festival. Thanks to their tenacity, resourcefulness, and dedication to cross-cultural dialogue, the organisers have produced a work of art that has an international impact. Every festival ends with the sun rising on a legacy of overcoming obstacles, fostering creativity, and welcoming the future.
