Our Mission

Africa is changing rapidly and will play an increasingly significant role on the world stage in the years to come. By 2050, the continent’s population is expected to have doubled to 2.5 billion people, 25% of the world’s population will be African, and Nigeria will have overtaken the United States to become the third most populous country.

Yet, outside of Africa very little is known about the rich and diverse cultures that exist across the continent. Ancient civilizations and customs are little known about or understood. Thriving film and other visual art scenes remain undiscovered. The impact people of African descent have had on global society often missing from conversation or told from the perspective of external commentators.

 Our mission is to give a voice to African creatives that would not otherwise have the opportunity to showcase their work. To ensure that African cultures are well represented on the global stage and our myriad stories are told in an authentic way.

Dr Yaya Moussa Africa Prime-40

Our Mission

Africa is changing rapidly and will play an increasingly significant role on the world stage in the years to come. By 2050, the continent’s population is expected to have doubled to 2.5 billion people, 25% of the world’s population will be African, and Nigeria will have overtaken the United States to become the third most populous country.

Yet, outside of Africa very little is known about the rich and diverse cultures that exist across the continent. Ancient civilizations and customs are little known about or understood. Thriving film and other visual art scenes remain undiscovered. The impact people of African descent have had on global society often missing from conversation or told from the perspective of external commentators.

 Our mission is to give a voice to African creatives that would not otherwise have the opportunity to showcase their work. To ensure that African cultures are well represented on the global stage and our myriad stories are told in an authentic way.

Our Vision

By giving a voice to African creatives, API wants to enable an authentic and unpretentious representation of African cultures amongst an international audience. To achieve this, API will join forces with local partners to launch ambitious projects awarding personal grants to support emerging artists advance their creative careers. API will also provide donations to charitable and other philanthropic organisations in Africa that have missions compatible with API’s objectives. API’s inaugural fund was conferred through a partnership with the StArt Art Gallery in Namibia.

Our Initiatives

API is developing programmes to support African creatives in taking ownership of the continent’s narrative and showcase our diverse and rich culture to the rest of the world.

API has successfully partnered with local galleries in Namibia and Madagascar to launch the ‘Africa Prime Grant Initiative’, a project aimed at empowering emerging African talent to achieve global visibility, ensuring authentic African voices are well represented on the world stage.

Faithful to the mission at its core, API has awarded grants to the most deserving artists to develop their skills and create new works of art that will be featured in new video programming for Africa Prime’s streaming service in North America.

Empower young filmmakers, video producers and other visual artists by helping them to acquire the technical knowhow and modern equipment required to elevate their work to global standard and grant them international visibility;

Fund new creative projects and build production and distribution partnerships with producers throughout the continent;

Help African producers own their creative assets and navigate the global video distribution market.

As our work grows and develops, more information, including on eligibility and how to apply for support, will be made available on this website. Further announcements will be made in due course.

Case Studies