By: Natalie Johnson
The creator economy has exploded from a niche digital trend to a global industry reshaping how content is produced, consumed, and monetized. With over 300 million creators worldwide and billions in revenue generated annually through brand deals, ad shares, and digital goods, the creator economy is no longer an experiment — it’s a central force in global business. And at the heart of its most exciting evolution is Adetutu Laditan.
As the founder and creative director of Woof Studios Africa, Adetutu is more than a strategist. She is a movement maker, redefining how African creators scale their platforms and own their narratives. In June 2025, she is set to make history at the Cannes Lions International Festival of Creativity — the most prestigious advertising event in the world — by becoming the first African creator service provider to host a panel at the LIONS Creators Forum.
But this isn’t just about a seat at the table. For Adetutu, this moment is about building a new one.
“This moment is not just ours,” she says. “It’s for every African creative who’s ever been told to wait their turn. The turn is now.”
A Movement Decades in the Making
Before launching Woof Studios, Adetutu served as Senior Marketing Manager for YouTube Sub-Saharan Africa. There, she designed creator development programs and led platform growth initiatives that elevated African voices on the global stage. It was during this time that she recognized a glaring gap in how African creators were supported, monetized, and represented — especially when compared to their Western counterparts.
That realization sparked the launch of Woof Studios, a next-gen creator services company built as both a support system and a strategic engine. Think of it as a multi-channel network meets global talent agency, but designed specifically for African creators to thrive in the digital economy.
Today, Woof Studios helps African creators build sustainable careers by offering tailored support in content strategy, audience development, platform optimization, and brand partnerships. With clients spanning fashion, food, tech, and entertainment, Adetutu and her team are unlocking Africa’s cultural capital and turning it into long-term economic power.
“Woof Studios exists to bridge the gap between Africa’s cultural capital and global opportunity,” Adetutu explains. “We want to make it easier for global brands to work with African creators, not just as talent, but as partners in shaping powerful narratives.”
Cracking the Code at Cannes
On June 17, 2025, the world will watch as Woof Studios headlines Cracking the Code with Africa’s Creators, a featured session at the Cannes Lions Creators Forum. This historic panel will spotlight African creators who are changing the global storytelling landscape, including Nigerian food entrepreneur Ifeyinwa Joan Mogekwu, South African twin influencers Cent Twinz, Ghanaian visual artist Enil Art, and entrepreneur Mpoomy Ledwaba.
The conversation will go far beyond brand deals and viral trends. Adetutu has curated a session to challenge outdated partnership models and explore what it means to collaborate with African creators in culturally intelligent, purpose-driven ways.
“Too often, partnerships with African creators are transactional,” she says. “Our panel is about helping the world see what true collaboration, rooted in respect and culture, can unlock.”
The Creator Economy’s Next Frontier
Africa’s creator ecosystem is growing rapidly. With a youthful population, expanding internet access, and rich storytelling traditions, the continent is home to one of the most promising creator markets in the world. Yet, it remains largely underleveraged by global brands and investors.
That’s starting to change — in large part due to Adetutu’s work.
She sees creators not just as content producers, but as economic drivers and cultural architects. Under her leadership, Woof Studios is helping creators become businesses in their own right. The studio’s support extends from monetization strategy to original content production and high-impact brand campaigns.
“The world has been watching Africa as a trend,” says Adetutu. “We’re here to show it’s a movement. A creative force that’s digitally savvy, culturally rooted, and globally relevant.”
Building a Borderless Future
The creator economy’s future is increasingly borderless. As social platforms become global stages, the value of cultural fluency and authentic storytelling rises. For brands seeking to future-proof their marketing strategies, engaging African creators is not just an opportunity — it’s a necessity.
Adetutu’s message to the global industry is simple but urgent: Africa is not the future, it’s now.
With Woof Studios, she is building the infrastructure to make that message resonate. And with the forthcoming Cannes Lions milestone, she is turning visibility into power, making space for a generation of African creators to be seen, heard, and valued — on their own terms.
In a world hungry for authentic stories and new perspectives, Adetutu Laditan is a force driving the creator economy into its most dynamic, inclusive chapter yet.
