Steve Babaeko unveils blueprint for creative growth at Craft Addis 2026
Steve Babaeko, Founder and Chief Executive Officer of X3M Ideas, has outlined a strategic roadmap for building globally competitive creative businesses across Africa. Babaeko spoke during a panel session at
Steve Babaeko, Founder and Chief Executive Officer of X3M Ideas, has outlined a strategic roadmap for building globally competitive creative businesses across Africa.
Babaeko spoke during a panel session at Craft Addis 2026 held in Addis Ababa on Saturday, where industry leaders examined the future of Africa’s creative economy, with a focus on scale, structure, and sustainability.
He was joined on the panel by Bernard Laurendeau, Managing Partner at Laurendeau & Associates (Japan), and Zekarias Amsalu, Co-founder and Managing Director of Africa Fintech Summit (USA). The session was moderated by Frances Quarcoopome of JamJar Company Ltd., Nairobi.
Drawing from his experience expanding X3M Ideas across multiple markets, Babaeko identified structural gaps limiting the growth of Africa’s creative sector. He noted that while the continent is rich in talent, weak systems around production, distribution, payments, and intellectual property protection continue to hinder progress.
He also highlighted the importance of effective implementation of the African Continental Free Trade Area (AfCFTA), stating that the framework offers significant opportunities for cross-border collaboration but requires strong execution to deliver results.
Emphasising Africa’s cultural strength, Babaeko described the continent’s stories, traditions, and creative expressions as valuable assets capable of driving global relevance and competitiveness.
He advised creative entrepreneurs to first build strong foundations within their local markets before expanding across borders, stressing that sustainable growth depends on depth and operational stability.
On funding, Babaeko said while bootstrapping can foster resilience, access to capital remains critical for scaling, urging founders to strike a balance between maintaining control and attracting strategic investment.
He further underscored the need to strengthen the entire creative value chain — from talent development to production, distribution, and monetisation — noting that each stage must be deliberately developed.
Speaking on pan-African expansion, Babaeko emphasised the need for governance, efficient processes, and financial discipline, warning that ambition must be matched with operational structure.
Looking ahead, he said the next phase of growth in Africa’s creative sector will require founders to adopt technology, build scalable systems, and operate at global standards within the next 12 to 24 months.
He also called for more strategic international partnerships based on mutual value and long-term alignment, rather than dependency.
Babaeko stressed the importance of narrative ownership, urging Africans to take control of their storytelling and shape global perceptions on their own terms.
“We have had enough conversations about potential. The time now is to build, structure, scale, and most importantly, believe enough in our own stories to take them to the world,” he said.
Craft Addis 2026 continues to position itself as a major platform for advancing Africa’s creative industries by bringing together key stakeholders committed to unlocking the sector’s potential.
