At the forefront of global culture, we are the strategic bridge between the world’s fastest-growing creative economy, and international brands and investors. Operating at scale, we build premium IP around experiences and consumer products, helping brands connect authentically with fans worldwide.

As a key division of the Helios Sports & Entertainment Group (HSEG), we form part of a unique portfolio of premium and complementary IP assets built around African talent and its undeniable global influence in sports and entertainment.

Africa is home to the world’s youngest and fastest-growing population. By 2030, 40% of the global under-18 population will be African, and by 2050, one in four people on earth will be African, transforming the continent into the world’s largest source of new consumers and creative talent. In addition, over 200 million people of African descent live outside of Africa today, which is equivalent to the population of the sixth-largest country in the world. These consumers currently have an aggregate spending power of close to US$1 trillion. The seismic demographic and cultural trends, both on the continent and across the globe, represent a major commercial opportunity, as demand for authentic, culturally relevant experiences and products increases.