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Sierra Leonean content creators are among the beneficiaries of a new $1 million initiative launched by British actor and entrepreneur Idris Elba in partnership with google to expand access to artificial intelligence (AI) tools for African creatives.
The initiative, unveiled at Google AI Summit in Johannesburg, is expected to support about 100,000 content creators across five African countries, including Sierra Leone, alongside Nigeria, South Africa, Ghana, and Kenya.
Under the programme, beneficiaries will receive free access to Google’s Google Gemini and other digital tools aimed at improving creative production for filmmakers, musicians, designers, writers, and other digital creators.
The initiative is jointly funded by google and the Elba Hope Foundation , with the goal of helping African creatives, especially those with limited access to expensive production technology, produce higher-quality content more efficiently.
For Sierra Leone’s growing creative industry, the programme presents an opportunity for local artists, filmmakers, and digital innovators to tap into modern AI-driven tools and strengthen their competitiveness in the global digital space.
Idris Elba said the partnership forms part of a wider commitment to strengthening Africa’s entertainment ecosystem by combining talent development with access to modern digital infrastructure.
The initiative comes at a time when Africa’s media and entertainment industry is witnessing rapid expansion, with projections showing the sector could reach $118 billion by 2031, driven by increasing internet access and growing demand for local content.
Google’s Senior Vice President for Research and Technology, James Manyika, said the programme is designed to empower creators to scale their work with AI tools, improve productivity, and compete more effectively in the global digital economy.
In addition to the creative support programme, Google announced plans to select 15 African startups for its AI-focused accelerator starting on July 21, as part of its broader goal of supporting 50 AI startups across the continent by 2028.
