Los Angeles witnessed a significant moment for Africa’s creative economy during Grammy weekend as Entertainment Week Africa hosted Creative Connect, an exclusive gathering designed to forge partnerships between international investors and the continent’s leading creative talent.
According to a statement, the intimate event, convened by husband-and-wife duo Darey and Deola Art Alade on February 17, brought together 40 senior decision-makers, investors and creative executives to explore strategic investment opportunities in Africa’s creative industries, valued at more than $50 billion.
Held during one of the Grammy ceremonies in recent years to place heightened focus on African talent, Creative Connect served as a crucial platform for building sustainable infrastructure and long-term value across music, film, fashion and related creative sectors. The timing proved particularly strategic, as the global entertainment industry descended upon Los Angeles for one of the year’s most prestigious cultural events.
The gathering attracted an impressive roster of industry heavyweights, including Shawnae Corbett, Senior Vice President of Marketing at Warner Records; Don Jazzy, founder of Mavin Records; Tega Oghenejobo, Chief Executive Officer of Mavin Records; and Bose Ogulu, manager of Grammy-winning artist Burna Boy. The carefully curated guest list represented a cross-section of the global creative ecosystem, bringing together those with capital, industry expertise and decision-making power alongside Africa’s most innovative creative leaders.
The presence of such high-profile figures underscored the growing recognition of Africa’s creative potential within international entertainment circles. Warner Records, as one of the “big three” record labels globally, has been increasingly active in African markets, and Corbett’s attendance signalled continued interest in deepening those connections.
Meanwhile, the representation from Mavin Records, one of Nigeria’s most successful and influential record labels, highlighted the homegrown institutions that have become powerhouses in their own right. Founded by Don Jazzy in 2012, Mavin Records has been instrumental in launching and developing some of Nigeria’s biggest musical exports.
“Creative Connect is about bridging continents, connecting decision-makers with Africa’s visionary leaders, and exploring ways to build sustainable, globally impactful creative ecosystems,” said Deola Art Alade, Group Chief Executive of Livespot360 and co-founder of Entertainment Week Africa.
Her husband, Darey Art Alade, Chief Creative Officer at Livespot360, emphasised the importance of African creatives controlling their own narrative. “Africa’s creative economy is brimming with talent and innovation. Our goal with gatherings like Creative Connect is to highlight these leaders and ensure that the continent’s creative story is told on its own terms with value, recognition, and sustainability at the centre.”
The couple’s combined expertise – Deola’s business acumen and Darey’s creative credentials as an award-winning musician and producer – positioned them uniquely to convene such a gathering. Their company, Livespot360, has established itself as a leading creative communications and entertainment company in Nigeria, with experience spanning live events, content production and brand strategy.
The event facilitated networking, collaboration and knowledge exchange between African creative leaders and international stakeholders, with discussions focusing on practical pathways to support talent development and ecosystem growth across the continent.
The strategic timing during Grammy weekend proved particularly apt, as the global music industry increasingly recognises African talent’s influence on contemporary popular culture. Nigerian artists, in particular, have experienced unprecedented international success in recent years, with Afrobeats becoming a dominant force in global music charts.
Artists such as Burna Boy, Wizkid, Davido, Tems and Rema have secured collaborations with major international stars, Grammy nominations and wins, and chart-topping hits across multiple continents.
Creative Connect re-enforces Entertainment Week Africa’s broader mission to position the continent at the forefront of global cultural conversations while amplifying voices that are shaping Africa’s artistic and economic future.
The gathering represents a growing trend of African creative professionals taking proactive steps to attract international investment while maintaining creative control and ensuring that economic benefits flow back to the continent.
•Featured image from left: Darey Art Alade, Toke Benson-Awoyinka, Deola Art Alade
•All images by Mikey Oshai
