How Tix Is Investing in Africa’s Creators

A few years ago, being a “creator” was a side hustle — a hobby or a side passion. But not anymore. We’re seeing a powerful shift where creators are pushing culture forward. But yet too often, they operate without the resources, tools, or network to monetize in sustainable ways.

We believe that creators should own more of the value chain. So we launched the Tix Creator Program to partner deeply with creators, help them scale, and experience the best events while they’re at it.

In this post, we’ll take you behind the scenes:

• Why the creator economy in Africa matters
• The role brands must play
• What the Tix Creator Program is and how it works
• Who it’s for and how to apply

Let’s dive in.

Africa’s Creator Economy Has Gotten Real

Africa’s creator economy was valued at US$5.10 billion, with projections indicating it could surge to nearly US$29.84 billion by 2032. It’s growth drivers are youth demographics, smartphone penetration, affordable data, social media adoption, and payment infrastructure (mobile money, fintech).

This is a huge shift from the past 10 years. Creators are earning more from views on their content, brand partnerships, digital products, and, just as importantly, from experiences like live podcast or comedy shows, workshops, and more. But to do that well, they need infrastructure, collaboration, and tools that work for us in Africa.

Why This Matters

African culture is becoming increasingly global. From our music to our fashion and food, we’re really shaping trends all over the world. So supporting creators, then, isn’t just about helping individual creators. It’s an investment in cultural export and our identity as Africans.

Too often, though, creators are forced to rent their influence rather than own it. Many give away rights or rely entirely on platforms that control distribution and profits. A lot of the time, the real value of their work tends to accumulate elsewhere.

Why Brands Must Back Creators

If the opportunity is big, so is the responsibility. Creators need infrastructure, systems, and support that will allow them to create sustainably. To truly offer support, brands need to evolve. Those that continue to treat creators as short-term influencers for hire are doing things the wrong way, and the future belongs to those that co-create and build shared ownership and long-term partnerships.

Introducing the Tix Creator Program

The Tix Creator Program is an initiative we designed to support and invest in creators who enjoy events and new experiences. It’s a long-term community of creators who share two major things. A love for events, and a love for sharing those events with their audience.

Here’s how it works and what it offers.

What the Program Is

Members of the Tix Creator program get to attend some of the best events around them for free and can get paid up to ₦200,000 to create content about them.

We’re also creating a community space for members to connect with other creators, share ideas, collaborate, and grow together.

Who Should Apply & What We Look For

We designed the Tix Creator Program to support creators with ambition, foundation, and growth potential. So if you’re the friend who’s always saying, “Let’s get a video of that!”, this is for you.

We made this for creators who love being where the action is and know how to capture the energy in a way that makes people want to be there too. Got a unique style and an eye for storytelling? We want you here.

What We’re Looking For

We’re not after a large following (although that’s a plus). What we’re really after is personality.

This is what will make you stand out:

• Strong storytelling
• Original ideas
• Authenticity

What’s In It for Event Organizers

While the Tix Creator Program was built with creators in mind, it’s equally powerful for event organizers.

Creators have become one of the biggest driving forces behind event discovery and ticket sales. Their vlogs and recaps reach people in ways traditional marketing can’t, and for organizers, that kind of storytelling is gold.

Through the Tix Creator Program, organizers get access to a curated network of talented creators who can capture their event and share it with audiences who trust their voice.

So basically:

• People are more likely to attend events recommended by someone they already follow and trust.
• You’ll get professional-grade photo and video content that will show your event in a great light.
• Creator content reaches audiences who may never have found your event otherwise.

The best part is that we handle the heavy lifting. You can request creators directly through Tix, and we’ll match you with the best fit based on what your event is about.

So while creators get paid to do what they love, event organizers get something just as valuable. Authentic, high-quality content to drive your ticket sales, and keep people talking about your event long after it ends. Sounds like a great idea, right? Then request a creator from Tix today!

The creator economy in Africa is the next wave of culture and work, but all big waves have structure, and this is Tix’s commitment to help build that structure alongside creators.

If you love new adventures and believe you’re ready to level up, apply now to join the Tix Creator Program!