The ‘New Mainstream’ I See - A Manifesto by Tola Alade

The ‘new mainstream’ that I see is a global one shaped by African culture.

I see a ‘new mainstream’ at the intersection of culture, community, content and commerce.

I see a ‘new mainstream’ that champions individuality, cultural diversity and self expression.

A ‘new mainstream’ that is positioned in the heart of culture and impossible to ignore.

I see a ‘new mainstream’ that is constantly innovative: A ‘new mainstream’ that spreads culture through digital media, technology and experiences.

A ‘new mainstream’ with a powerful narrative beamed to people around the globe through their screens, bringing Africa’s culture and stories into every aspect of society.

I see a ‘new mainstream’ shaped by the most remarkable culture-shapers and tastemakers from across Africa, its diaspora and beyond. People who are committed to making Africa great again.

I see a ‘new mainstream’ committed to a collective vision for Africa and secure in the knowledge that “what they are part of is bigger than the part they play.”

I see a ‘new mainstream’ that will be the catalyst of a culture exchange between Africa and world.

I see a ‘new mainstream’ that will go on to influence nations and positively change the world.

I see a ‘new mainstream’ that celebrates culture over colour.

I see a ‘new mainstream’ that celebrates unity over uniformity.

I see a ‘new mainstream’ shaped by Africa’s culture, stories and emerging brands.

I see a ‘new mainstream’ that will take Africa to the world and the world to Africa.

I see a ‘new mainstream’ that blends culture.

The ‘new mainstream’ is African.

We are the ‘new mainstream’.