AU Calls on G20 to Back Inclusive Funding for Africa’s Booming Creative Industries at Zimbali Summit

Durban, South Africa – 28 October 2025 – The African Union (AU) has urged Group of Twenty (G20) nations to back fair funding systems for cultural and creative fields, highlighting Africa’s fast-growing sectors like film, music, fashion, design, and digital arts as key to jobs and growth. Speaking at the fourth G20 Culture Working Group (CWG) meeting in Zimbali, KwaZulu-Natal, AU Head of Culture Division Angela Martins stressed that culture is more than identity – it drives new ideas, work opportunities, and lasting progress. Her call comes as South Africa hosts the event from 27 to 29 October, building up to the main G20 Summit in Johannesburg on 18-19 November under the theme “Solidarity, Equality and Sustainability”.

This gathering brings together ministers and experts from G20 countries, the AU, UNESCO, and others to push culture as a tool for better lives. With Africa’s young people leading in creative work, Martins pointed to plans like the AU Plan of Action on Cultural and Creative Industries (AU-POA) and the Creative Africa Nexus (CANNEX) to build ties, grow markets, and ensure artists get paid fairly. As digital tools like AI change how art is made and shared, the talks focus on protecting creators while opening new doors for Africa on the world stage.

Martins’ Key Message: Culture as a Path to Growth and Inclusion

In her address on Monday, Martins welcomed guests to KwaDukuza, a place rich in Zulu history, and thanked South Africa for hosting. She reminded everyone of Africa’s long legacy, from ancient universities like Timbuktu to modern leaders trained at places like Fort Hare. “Culture is not only our identity; it is a driver of innovation, employment, and sustainable growth,” she said, calling for women and youth to join global supply chains fully.

Martins highlighted how Africa’s creative fields are exploding, creating jobs for millions of young people and adding billions to economies. But to keep growing, she said G20 support is needed for fair money systems that help artists, especially in poor areas. Through AU-POA and CANNEX, the continent is working on deals that link creators to world markets, like joint film projects or music swaps. These efforts aim to make sure African stories and skills reach everywhere, while keeping local roots strong.

She also spoke of technology’s role: “Technology offers a unique opportunity to showcase Africa’s culture to the world.” The AU’s Digital Transformation Strategy 2020-2030 is building online systems, training spots, and new hubs to help creators guard, share, and sell their work globally. This includes using AI and digital tools to boost arts without losing rights.

Linking Culture to Climate Action and Resilience

Martins tied culture to fighting climate change, saying people’s traditions and knowledge help societies cope with big shifts. “People’s values, beliefs, traditions, and ways of life play an important role in how societies understand, respond to, and adapt to climate change,” she explained. Through groups like the Group of Friends for Culture-Based Climate Action (GFCBCA), which the AU backs, they push for using heritage and art in green plans.

She called on G20 members to fund “climate-smart” cultural setups and help communities whose old sites are at risk from floods or droughts. South Africa’s focus on handling disasters through culture matches Africa’s view that heritage is a tool for bouncing back and hope. In KwaZulu-Natal, spots like the Valley of the Zulu Kings – where seven early Zulu kings rest – the Drakensberg Mountains with ancient rock art, the Ohlange Institute where Nelson Mandela first voted, and Sibhudu Cave with early human signs are being turned into learning and tourism hubs that mix old wisdom with new green ways.
Broader G20 CWG Goals and South Africa’s Hosting Role

The G20 CWG, set up in 2020 as a lasting talk space, works to make culture part of worldwide growth, back creative jobs, and save heritage. Its goals include fair pay for artists, ethical AI use, and linking culture to UN aims like cutting poverty and going green.

South Africa’s Minister of Sport, Arts and Culture, Gayton McKenzie, called the three-day meeting with African and G20 officials. A side event on 24 October at the Luthuli Museum in KwaDukuza looked at money and digital rights in creative work. Panels talked about fair streaming pay, closing gender gaps, and green arts practices. McKenzie drew on Mandela’s unity ideas to guide the chats.

Director-General Dr Cynthia Khumalo opened the meeting, welcoming all to KwaZulu-Natal and stressing the province’s role as a bridge for African ties. Local leaders like eThekwini Mayor Cyril Xaba joined, showing how culture boosts trade and tourism.

Africa’s Push for Fair Trade and Partnerships

Martins spotlighted Africa’s riches, from Victoria Falls to Egypt’s pyramids, as draws for visitors that create jobs and links across borders. “As global partners look to Africa, we invite you to see our province and South Africa not merely as a destination, but as a dynamic springboard for regional collaboration and creative trade,” she said, echoing KwaZulu-Natal MEC Mntomuhle Khawula’s words.

She backed the African Continental Free Trade Area (AfCFTA), which joins 55 AU nations to make one big market for goods and services. This could unlock billions in trade, helping creative fields grow. Martins urged G20 countries to join fair deals that build a thriving Africa for all, leaving no one out.

Through partnerships in film, music, fashion, gaming, and digital stories, Africa can join world supply chains. “Let us unite in our efforts to create a future where our continent thrives, not just for ourselves, but for generations to come,” she ended.

🔴Central News Weekly Edition | Issue 119 Download the Latest Print and E-Edition | Jacob Zuma Welcomes TonyYengeni to MK Party as Second Deputy President in Major Leadership Shake-Up🔴

Download Here:

Direct PDF File Here:

https://centralnews.co.za/wp-content/uploads/2025/07/Central-News-Issue-114-1.pdf

Read all our publications on magzter:

https://www.magzter.com/ZA/Central-News-Pty-Ltd/Central-News/Newspaper/All-Issues

Central News also offers Sponsored Editorial Content,  Podcasts , Radio / Social Media Simulcast, Video Production , Live Streaming Services, Press Conferences, and Paid Interviews (Video/Audio) etc.

We guarantee exceptional exposure, reach, and engagement, with an excellent return on investment.

Advertisement:

To place your advert on our platforms (Print Newspaper or Digital Platforms) : Please email : sales@centralnews.co.za

For Business Related:
business@centralnews.co.za

Newsroom:
Send your Stories / Media Statements To: newsroom@centralnews.co.za

General Info:
info@centralnews.co.za