Woof Studios Africa launches ECHO accelerator to turn creators into entrepreneurs

Woof Studios Africa has launched its flagship creator accelerator, ECHO, a programme designed to turn African digital creators into global entrepreneurs, marking a new push to structure the continent’s fast-growing creator economy.

The initiative was unveiled at a summit in Lagos following a competitive selection process that attracted hundreds of applications from across Africa, reflecting the scale and momentum of the creator economy now estimated at over $30 billion.

At the centre of the launch is a six-week accelerator programme bringing together 23 selected creators drawn from niches including lifestyle, technology, storytelling and digital media entrepreneurship. The programme is designed to move participants beyond content production into building sustainable, scalable businesses.

Speaking at the event, Adetutu Laditan, founder and creative director of Woof Studios Africa, said the programme addresses a critical gap in the creator ecosystem.

“This is about building structures, not just virality,” she said, warning that reliance on social media algorithms leaves creators exposed to risks such as policy changes, platform instability and account suspensions that can erase years of work.

“The selection process was rigorous because we were looking beyond numbers,” Ms Laditan said. “We wanted creators with discipline and a clear vision to build businesses. At the end of this programme, they should be founders of media companies, not just content producers.”

The accelerator will combine in-person sessions in Lagos with virtual masterclasses and one-on-one mentorship. It will focus on monetisation strategies, brand positioning and business development, with the aim of helping creators build independent and resilient ventures.

While platforms such as YouTube, TikTok and Instagram have significantly lowered entry barriers for creators across Africa, monetisation remains uneven. Industry players continue to point to limited local advertising markets, weak intellectual property structures and dependence on foreign platforms as key constraints to growth.

Delivering the keynote address, Adebola Williams, founder of Red for Africa and chairman of AW Network, described the creator economy as both a cultural and economic force shaping global perceptions of Africa.

He said African creators are “modern historians” whose work influences how the continent is seen globally, while calling for stronger investment in local storytelling ecosystems.

“The real question is not how much content you create, but why anyone should care,” Mr Williams said, urging creators to develop clear identities and niche positioning in an increasingly competitive global market. He added that creativity must be paired with business strategy to unlock long-term value.

Also speaking at the launch, Tomike Adeoye, digital entrepreneur and co-founder of Mallia World, said creators must move beyond influence to ownership.

“Influence is only the starting point; what you build with it is what matters,” she said. “The goal is to stop renting space on platforms and start owning your ecosystem.”

At the end of the programme, participants will present their business models and monetisation strategies at a Demo Day before a curated audience of investors, collaborators and industry stakeholders.