Innovation is the currency: AfriMass Network urges media start-ups to master monetisation

The sixth Africa Media Ad Sales Innovation Summit (AfriMass 2025) has issued a call to Africa’s media start-ups and digital creators to prioritise monetisation strategies or risk falling behind in an increasingly competitive landscape.

Held in Accra as part of Ghana Digital Innovation Week, the summit — themed ‘Innovation and sustainability: Unlocking opportunities in media start-up and the digital creator economy’ — underscored the need for creators to move beyond content production and adopt sustainable revenue models. The event was organised in partnership with the National Entrepreneurship and Innovation Programme (NEIP), Maxwell Investments Group and Atunwa Digital.

Dr. Maxwell Ampong, CEO of Maxwell Investments Group, said that embracing innovative media revenue streams enhances competitiveness, expands reach and strengthens the African media industry. Citing creators such as Kwadwo Sheldon, he described digital content creation as a viable investment with significant earning potential. He encouraged creators to focus on their strengths, study their niche markets and understand platform algorithms.

Ghana Digital Innovation Week, hosted by Impact Investing Ghana and supported by the Venture Capital Trust Fund, GIZ and other partners, aims to showcase progress within the country’s innovation ecosystem and deepen collaboration among policy-makers, investors and digital entrepreneurs.

Despite the emphasis on monetisation, speakers acknowledged the infrastructural constraints hindering creators across the continent. Chris Oguguo, Publisher Representative at Atunwa Digital, noted that weak digital infrastructure continues to limit earning opportunities but urged creators not to be deterred.

AfriMass Network Founder, Raymond Smith, stressed that creators retain significant control over their growth through audience understanding and strategic content choices. He highlighted the importance of partnerships with brands and platforms, announcing a new collaboration between AfriMass Network and Atunwa Digital to support monetisation efforts.

Mr. Smith also urged creators to prioritise higher-value content over sensational material, adding that strong audience research can inform more impactful and sustainable creative strategies.

AfriMass 2025 concluded by encouraging creators and media start-ups to build partnerships and pursue innovation to firmly establish African content creation as a sustainable, revenue-driven industry.

 

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