We, the little people….

We, the little people

Moky Makura, Executive Director of African No Filter, acknowledges the impact of the diaspora on the African narrative, in her latest opinion piece for bird story agency.

by Moky Makura

I am on a WhatsApp group with a bunch of friends who mainly live in London. We

are all women (not that it matters) and all Nigerian (which does). We message each

other about new restaurants, shows, small businesses and anything we see that is

run by, or about Africans in London. Someone recently posted about an Igbo running

club in London! Who knew? But I digress.

Something struck me recently about what and how we post in that group. Our small,

everyday decisions to choose and support ‘Africa’ are acts of cultural preservation,

and they are quietly turning the tide of global culture and fuelling Africa’s global

moment.

But often it’s the headlines about high profile Africans that grab all the attention and

make it look like they are driving this agenda. Burna Boy’s sold-out concerts, Lupita

Nyong’o’s new podcast, Idris Elba’s plans for a smart city in Sierra Leone or John

Boyega’s deal with Netflix to produce African films. But who is attending, listening,

watching, buying, eating, recommending and wearing… African?

Yep, it’s us.

By embracing our roots diasporans are not just tearing down old stereotypes, they

are helping to building a new vision of Africa - one that’s compelling, relevant and

globally inclusive.

And there is a lot we have to offer the world culturally. Afrobeats is a global

phenomenon, Nollywood is watched worldwide, African designers are lighting up

runways, our writers are winning prestigious awards, our artists are trending on the

global art scene and African restaurants are popping up all over major cities in the

global North.

It shouldn’t be a surprise then that a recent African No Filter (ANF) study confirmed

that many Africans in the diaspora stay connected to their heritage through food,

music, and language, despite often facing marginalization abroad. Many dream of

returning home to help drive progress. But that dream is often dampened by

frustration with Africa’s slow pace of change.

They may not yet be ready to move back, but they are sending their money home.

Diaspora remittances to Africa now surpasses foreign direct investment (FDI) and

official development aid (ODA) at $100 billion annually.

 And it’s not just money flowing back. The diaspora is coming home in person, too.

Ethiopia launched the "Generation Ethiopians Homecoming" program aimed at

encouraging Ethiopians living abroad to return to their homeland as part of an effort

to strengthen ties with the diaspora. Festivals like Uganda’s Nyege Nyege and

Nigeria’s “Detty December” draw thousands of diasporans back every year to

experience contemporary African culture. They stay in hotels, eat and drink out and shop at local markets leaving behind more than just their footprints. Studies show that each tourism dollar can generate up to $2 in additional economic activity.

Ghana’s "Year of Return "initiative which targeted African Americans and the broader

diaspora, raked in about $1.9 billion in tourism revenue.

So, to all the Africans in the diaspora who keep supporting their home team. We see

you. We acknowledge you. We thank you for shifting the narrative about Africa one

small act at a time.

_Moky Makura is the Executive Director at Africa No Filter, an advocacy organisation

that is shifting stereotypical narratives about Africa through storytelling that reflects a

dynamic continent of progress, innovation and opportunity._

bird story agency