Afretrade, a pan-African trade and cultural enterprise, on Monday launched a continent-wide talent and business roadshow, screening over 300 applicants to position African creatives and entrepreneurs for global opportunities. The initiative, which precedes The Afretrade Entrepreneur Festival slated for June in Lagos, drew over 100 startups and creative talents in its first auditions, marking a critical step in identifying individuals to drive Africa’s economic and cultural transformation.
Speaking in Lagos, TAEF Youth Director Paul Akume said participants were assessed for both talent and their capacity to scale impact, with about 26 businesses and 27 creative talents expected to progress to the next stage subject to judges’ decisions. “We brought them together to physically assess their potential, from dancers showcasing expression to entrepreneurs pitching innovative ideas,” he said. “What we are building is a community where creativity meets enterprise, because both are essential to creating real change in society.”
Akume described the initiative as extending beyond competition, focused on discovering potential, nurturing it, and building individuals and businesses into global brands. He called for government backing to scale the initiative, stressing the role of young people in driving economic growth. “At the centre of both the creative industry and entrepreneurship are young people. Supporting initiatives like this invests in the future of the economy,” he added.
Head of Sales and Marketing Moses Awenayeri described the roadshow as a strategic intervention to “ignite the African Renaissance” by unlocking human capital, noting that Africa is home to dynamic creative and entrepreneurial talent. He said the initiative spans performing talents and African businesses, both to be showcased at the festival from June 16 to June 19 in Lagos. Afretrade will award a $10,000 investment grant to outstanding participants, positioning them before investors, industry leaders, and global partners, while outstanding creative and startup participants will each receive $5,000.
“This is not just prize money; it is a strategic investment in African excellence. We are creating visibility, access, and real opportunities for growth,” Awenayeri said. The roadshow will tour key cities, building a pipeline of talent and enterprise feeding into a major culture-meets-commerce gathering expected to convene investors, policymakers, and industry leaders, creating a high-value platform for partnerships, deal-making, and global exposure.
