“Culture is not just entertainment; it is the backbone of Africa’s integration.”
— Hon. Andrea Guer Ariik Malueth, Deputy Secretary General: Infrastructure, Productive, Social & Political Sectors, East African Community (EAC)
As Connect for Culture Africa (CfCA) advocacy efforts continue, August and September 2025 have set the stage for a stronger, more coordinated advocacy movement. From Arusha to Abuja, CfCA’s voice is resonating across the halls of the African Union Commission (AUC), the East African Community (EAC), and the Economic Community of West African States (ECOWAS).
These dialogues are more than regional engagements, they are milestones in a continental story: one where culture is being repositioned not as a luxury, but as a force for integration, peace, and sustainable development.
The Selam and Connect for Culture Africa (CfCA) team during a strategic engagement with the ECOWAS Commission in Abuja, advancing collaboration on cultural policy and public investment in the creative sector.
“Our task is clear: transform the AU’s 1% budget call for culture into practice across all member states.”
—Ms. Angela Martins, Acting Director for Social Development, Culture and Sport, African Union Commission (AUC)
At the African Union: Legitimising the Agenda
In September, CfCA and the AU Commission came together to reflect on their partnership following the recent signing of a landmark Memorandum of Understanding (MoU). with Selam. The signing ceremony itself marked a historic milestone — formally recognizing CfCA as a strategic partner of the AU in advancing the cultural and creative industries agenda. For CfCA, this MoU was not just a symbolic gesture, but a validation of advocacy and groundwork. It provides the legitimacy and institutional backing needed to deepen engagement with African governments, align efforts with continental policy frameworks, and push forward the AU Assembly’s 1% budget allocation decision for culture, arts, and heritage by 2030. Together, they agreed on a crucial priority: building legitimacy through data. Expanding studies on public financing for culture beyond the current CfCA’s focus countries will give governments, civil society, and regional bodies the evidence they need to act.
The AUC emphasized the importance of a standardized tool for member states to use — a shift that would elevate CfCA’s work from advocacy to policy-shaping evidence.
Selam Executive Director, Teshome Wondimu and Amb. Amma A. Twum Amoah, Commissioner for Health, Humanitarian Affairs, and Social Development, African Union Commission after MOU signing at the African Union Headquarters, Addis Ababa, Ethiopia on 1st September 2025
“EAC is unique. Our integration is social, political, and cultural — not just economic.”
— Hon. Andrea Guer Ariik Malueth, Deputy Secretary General: Infrastructure, Productive, Social & Political Sectors, East African Community (EAC)
At the EAC: Culture as the Driving Force
In Arusha, the EAC highlighted that culture underpins its integration model — alongside trade, politics, and security. From promoting Kiswahili to supporting indigenous knowledge systems, and through cultural festivals like JAMAFEST, the EAC is anchoring identity and unity in cultural expression.
Here, CfCA found both resonance and opportunity. The designation of a CfCA focal point within the EAC signals a commitment to building structured collaboration, culminating in strengthened advocacy at the regional level.
“Culture is central to resilience, integration, and peace. ECOFEST is our platform for this vision.”
— Prof. Fatou Sow Sarr, ECOWAS Commissioner for Human Development and Social Affairs
At ECOWAS: From Heritage to Creative Industries
In Abuja, ECOWAS reaffirmed culture as a pillar of its regional agenda, guided by its 2019 Cultural Policy. Its priority areas span heritage protection, cultural and creative industries, education, intellectual property, and governance.
A highlight was the introduction of ECOFEST 2025 — a flagship regional festival in Dakar that will showcase West Africa’s creativity, entrepreneurship, and cultural diplomacy. CfCA’s advocacy for the AU’s 1% budget decision was welcomed within ECOWAS, with more alignment efforts to follow suit.
Proffessor Sozinho Matsinhe, Liason Officer, SELAM & Beatrice Waruinge, Program Officer, Connect For Cultute Africa (CfCA)
Why This Matters for CfCA’s Next Chapter
These engagements illustrate one truth: the future of culture in Africa is regional and continental. National-level advocacy is pivotal, and it must be backed by regional frameworks and political will.
Looking Ahead: A Midpoint of Promise
2025 is not just the midpoint of CfCA — it is the moment where advocacy crystallizes into coordinated action. The coming years will determine whether Africa can truly reposition culture as a driver of peace, integration, and economic growth.
CfCA stands ready, hand-in-hand with the African Union Commission, Regional Economic Communities (RECs) and cultural actors across the continent, to turn vision into reality.