Steve Babaeko Unveils Blueprint For Pan-African Creative Growth At Craft Addis 2026

Mary Nnah

Steve Babaeko, founder and Chief Executive Officer of X3M Ideas, has outlined a practical roadmap for building globally competitive pan-African creative businesses at Craft Addis 2026.

Speaking during a panel session held in Addis Ababa on Saturday, Babaeko joined other global industry leaders to examine the future of Africa’s creative economy, with discussions centred on scale, structure, and sustainability.

He was joined on the panel by Bernard Laurendeau, Managing Partner at Laurendeau & Associates (Japan), and Zekarias Amsalu, Co-founder and Managing Director of Africa Fintech Summit (USA). The session was moderated by Frances Quarcoopome of JamJar Company Ltd., Nairobi.

Drawing from his experience building X3M Ideas across multiple markets, Babaeko highlighted structural gaps and strategic priorities required to unlock the continent’s creative potential.

He identified infrastructure as a major constraint, noting that Africa’s challenge lies not in talent but in the systems supporting production, distribution, payments, and intellectual property protection.

Babaeko also pointed to the need for effective implementation of the African Continental Free Trade Area, stating that while the framework offers significant opportunities for cross-border movement of talent, ideas, and capital, its success depends on execution.

Emphasising Africa’s cultural strength, he described the continent’s stories, traditions, and creative expressions as strategic assets capable of driving global relevance.

He further advised creative businesses to prioritise building strong foundations within their home markets before expanding across borders, stressing that sustainable growth requires depth before scale.

On funding, Babaeko noted that while bootstrapping can build resilience, access to capital remains essential for scaling, urging founders to strike a balance between maintaining control and accelerating growth through strategic investment.

He also underscored the importance of strengthening the entire creative value chain, from talent development to production, distribution, and monetization, adding that each stage must be deliberately developed.

Addressing expansion across the continent, Babaeko said pan-African ambition must be matched with operational discipline, including governance structures, efficient processes, and financial prudence.

Looking ahead, he warned that the next phase of growth in Africa’s creative sector will demand more than entrepreneurial drive, calling on founders to build systems, adopt technology, and operate at global standards within the next 12 to 24 months.

He added that partnerships, particularly with international stakeholders, should be based on mutual value and long-term alignment rather than dependency.

Babaeko also stressed the importance of narrative ownership, stating that Africa must take control of its storytelling to shape global perceptions on its own terms.

Speaking after the session, he emphasised the need to transition from dialogue to action.

“We have had enough conversations about potential. The time now is to build. Structure. Scale. And most importantly, believe enough in our own stories to take them to the world,” he said.

Craft Addis 2026 continues to position itself as a key platform for advancing Africa’s creative industries by bringing together leaders and stakeholders committed to unlocking the sector’s potential.

Steve Babaeko is the Founder and CEO of X3M Ideas, a pan-African advertising agency with operations across multiple markets. He is recognised for promoting African creativity globally and advocating for the development of sustainable creative industries on the continent.