Retelling the African Story

BY TAPPING INTO POP CULTURE, BRANDS ARE ATTEMPTING TO ERASE STEREOTYPES THAT BESET AFRICANS

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Across Africa, we are seeing a number of forward-thinking brands attempting to rewrite the narratives the world have held Africans by. Retelling the African story has become imperative and brands are holding hands with Africans to effectively tell do this.

Long before I was born, there have been a number of stereotypes the world seems to attribute to Africa and truthfully those labels don’t tell the real African story. We are not poor or lagging, we are lions (courageous and daring) and we are consistently pressing towards the mark (heading for glory). Africa is beautiful and the world owes it to itself to see this. Little wonder why a number of brands have begun to make efforts to erase these unhealthy stereotypes.

Emirates in conjunction with BBC have decided to bring remarkable Africans together to retell the African story from the works they do. These are exceptional Africans who have attained a good feat doing amazing things all over the world and as such Emirates, BBC, and these young people have curated what they now call the African anthem.

Tafer Lager seized the opportunity presented in the form of a celebration of the Namibian independence to show us that “there’s more that connects us than divides us”. With the pleasant sounds made by Namibian drums, the brand shows the unity and love that exists in the hearts of Africans.

So as it is, brands are doing their bit in trying to retell the African story but the question I present to you who are reading this article is, what story are you telling? Does your story buttress the stereotypes or do they tell the real African story?