Douglas Kendyson is the Chief Executive Officer of Selar. In this interview, he talks about the growing creative economy in Africa and how it is becoming a crucial driver of global economic growth and recovery. He further shares insights on how the generation of micro-entrepreneurs (creators) is fueling this new trend that is the creative economy to be valued at $250 billion, and underlining the profound influence of content creators. PAUL OGBUOKIRI reports.

You’re building a product, Selar, an all-inone e-commerce store builder designed for creators to sell digital products, physical goods, services and evident tickets globally. How can Nigerians share in the Selar experience?

Selar is a leading platform that empowers digital creators by providing them with the tools and resources they need to monetize their knowledge and skills as digital products.

Selar also allows creators who don’t sell digital products to receive tips and donations from their followers through our “show love” feature. With a focus on education, community, and innovative technology, Selar is at the forefront of driving the creator economy forward. Nigerian creators are our major catchment.

So, you’re basically an e-commerce platform that helps digital creators in Africa monetize their skills and knowledge as digital products. Is this a space you think has been untapped?

Absolutely! I think there’s still a lot to tap from in the creator economy. There are tons of talented people in Nigeria and all over Africa who still do not know how they can make money off their skills online and there’s also this belief that you have to be famous and have a lot of followers on social media before you can think of monetisation.

That’s where we come in. We make it super easy for creators from all walks of life, who have value to sell their stuff online with no tech headaches involved. So, to keep it simple, yes, there’s a big opportunity here, and Selar is here to make sure creators can grab it with both hands.

Do you believe the creator economy in Africa has been overlooked and what kind of creators do you work with?

The creator economy in Africa has definitely been overlooked, especially in terms of creators monetizing their work internationally or receiving payments seamlessly. Not until recently have platforms like Selar provided the tools and opportunities for African creators to thrive in the digital space

The African landscape is witnessing an unprecedented rise in digital entrepreneurship, thanks to the burgeoning creator economy. Valued at $3.08 billion in 2023, it is projected to soar to $17.84 billion by 2030, with a remarkable compound annual growth rate (CAGR) of 28.5 per cent. Why is the industry growing so fast?

I think it is growing like wildfire mainly because more people are realising the potential of digital entrepreneurship. With the rise of the internet and online platforms, it’s become easier for creators to showcase and sell their work globally.

Plus, there’s a huge demand for digital content and services, especially with everything going digital these days. So, it’s a perfect storm of opportunity, technology, and demand driving this rapid growth in the creator economy in Africa.

How are these creators fueling this growth?

I think with creators creating engaging content, building communities, and leveraging digital platforms, they’re not just fueling the growth of the creator economy; they’re also driving new trends, shaping industries, and inspiring others to be part of the creator economy.

This phenomenal growth encapsulates a diverse array of digital entrepreneurs – from bloggers and influencers to artists leveraging online platforms to turn their creative endeavors into lucrative careers. How are you helping these creators monetize these platforms?

At Selar, we provide them with all the tools they need to turn their passion into profit. Whether it’s setting up their online store, managing payments securely, or promoting their products to a global audience through our affiliate network, we’ve got their back. We make it super easy for them to monetize their platforms, so they can focus on what they do best: creating awesome content and growing their fan base.

Several factors are driving this digital renaissance across Africa; one being a youthful demography with over 60 per cent of the population under 25. What other factors are driving this growth?

Apart from the young and tech-savvy population, I think there’s also increased access to affordable smartphones and the internet, which means more people can afford to be online. Plus, there’s a growing appetite for digital content and services, especially with the convenience they offer.

You recently paid $8 million to African creators. Talk to us about this.

Last year, we paid over 10 billion to creators on our platform – twice what was made in 2024. That’s something we’re really proud of and it goes to just how much potential there is in the digital space for African creators.

At selar, it’s about empowering creators to turn their talents into thriving businesses. We’re all about supporting their growth and success, and this number reflects the impact we’re making in the creator economy in Africa.

How are companies like Selar shaping content creation and monetisation for African creators?

We’re shaping content creation by giving creators the tools they need to shine. Our platforms are easy to use, making it simple for creators to share their talents and connect with their audience. When it comes to making money, we’ve got their backs too.

We offer different ways for creators to earn, like selling digital products, running online courses, or even accepting donations. Additionally, our platform supports affiliate marketing, allowing individuals to partner with creators and earn commissions by promoting products or services to their audience. It’s all about empowering them to turn their passions into a paycheck and build sustainable careers online.

What more should we expect to see from you this year?

There’s a lot of talk about AI right now, but it’s a guiding principle for us as a company to not hop on things just because it’s popular, however, we’ve outlined some really interesting and useful product features that leverage AI and we’re very excited for those. We’re also big on partnerships this year, collaborating with different individuals and companies to drive our vision of Africans monetizing their knowledge with ease. It’s going to be a really fun year for us and our creators.