Chris Koney’s column: afriCANNES by My Runway Group: Bringing African creativity to the heart of Cannes Lions

Kojo Owusu Marfo is not just the founder of ‘My Runway Group’, rather someone I describe as a creative arts and socio-economic growth strategist with a specialty in connecting emerging creatives and black-led small businesses with new opportunities and commercial visibility through brand partnerships and policy.

For over a decade, Kojo has curated multiple global campaigns and projects that impact under-represented communities which have been featured by several global news portals, including Forbes, Bloomberg, Evening Standard and the British Broadcasting Corporation (BBC). He connects brands and organisations with stakeholders in a way that appreciates cultural value.

A week ago, I had a conversation with the Creative Business & Cultural Strategic Advisor to the Mayor of London on the rationale behind his advocacy for championing African voices at the recently held Cannes Lions 2025. His campaign sought to ensure that African and diaspora creatives are not only present at Cannes Lions 2025, but positioned to thrive on the global stage.

According to Kojo, he started this journey after attending Cannes Lions in 2024 and noticed how little African and the diaspora were represented across the various panel discussions, programming and in rooms where decisions are made and narratives are shaped.

It became clear to him the need to build a platform that could open doors for many. At this year’s Cannes Lions 2025, the global creative industry witnessed a historic moment as afriCANNES, an initiative led by Kojo’s ‘My Runway Group’, took centre stage at the world’s biggest gathering of creative minds – the Cannes Lions International Festival of Creativity.

Celebrating Africa’s cultural power

African culture and creative influence has long shaped global trends from Afrobeats topping charts worldwide, to Nollywood captivating millions and African fashion influencing the runways of Paris and Milan.

Yet, the talent behind these cultural waves often struggles for visibility, funding and opportunities on the global stage. afriCANNES set out to change this narrative, not just for a single week in June but for generations to come. To chronicle the highlights from afriCANNES 2025 over four vibrant days, afriCANNES curated experiences designed to connect, challenge and inspire:

Day 1: The power of African storytelling

The journey began at Inkwell Beach, where a dynamic panel explored Africa’s storytelling power across music, film, sports and media—highlighting how African voices continue to shape and transform global culture.

Day 2: Focus group with Cannes Lions programming 

A landmark moment unfolded during a closed-door focus group co-hosted by afriCANNES, Cannes Lions and Lions Creators under the theme ‘The New Creative Frontier: Africa’s Creative Economy’s Role in the Evolution of Lions Creators’. This collaborative session brought together members of the Cannes Lions programming team and leading African and diaspora creatives to explore how the world’s most influential creative festival can better reflect, engage with and support the booming African creative economy.

It was more than a discussion—it was the planting of seeds for long-term structural inclusion. The focus group emphasised that visibility is just the first step; what’s needed is sustained integration through:

• Funding pathways
• Platforming of African-led campaigns
• Recognition of excellence from the continent
• Creative partnerships that centre African talent: not just source from it

The energy in the room was one of ambition, alignment and urgency. It became clear: Africa is not the next creative frontier. Africa is the creative frontier and must be treated as such within the Lions Creators ecosystem moving forward. This session marked a major shift in how the creative world listens to, learns from and collaborates with African creators on the global stage.

Investing in the next generation of diverse leaders. Beyond the optics – Building equity into brand 

Later that day, afriCANNES collaborated with Converge and Women in Marketing Africa to host a thought-provoking panel on how brands can move beyond performative inclusion and toward real investment in diverse creative talent. The conversations were raw, honest and forward-focused, pushing for more accountability from global agencies and platforms.

Day 3: Rooftop creators mixer digital culture in motion

The third day brought vibrant energy to the afriCANNES Rooftop Creators Mixer, which connected African creatives directly with global industry leaders in an atmosphere that blended networking with celebration.

Later, a hybrid panel with Dept explored the intersection of digital culture, creative collaboration and artistic ownership in an increasingly AI-driven world. A live art session with Enil Art added visual storytelling to the experience, spotlighting African artistic innovation in real-time.

Day 4: Amplifying African voices with Spotify & WIN Network

The week wrapped up at Spotify Beach with a live podcast session hosted in partnership with the WIN Network. The conversation featured Albert Donkor, Rain labs; Kim Jayde, media personality; and Kojo Marfo, Founder of My Runway Group. Together, they tackled the urgent need to amplify African voices globally and how platforms like afriCANNES are paving new roads to global impact.

Voices behind the movement

“I’m glad I didn’t wait until 2026 to launch afriCANNES. This was never just about a week in June; it’s about rewriting who gets to sit at the table, who gets funded, awarded and amplified. For the first time ever, African and diaspora voices were not just present at Cannes Lions; we were programmed, positioned and seen. What we’ve done is just the beginning. What’s next is even bigger,” Kojo Marfo, Founder of My Runway Group.

“afriCANNES is a celebration of identity, heritage and unity. It’s been incredible to see how deeply it’s connected with our communities, a real reminder of the strength in our stories, the depth of our cultures and the power of our creativity. We’re excited to see how it continues to grow and evolve in the years ahead,” Kofi Turkson, Head of Partnership.

“For my first Cannes Lions festival to be as part of the afriCANNES team was life-changing. The My Runway Group team truly cares about connecting African creatives with the rest of the world. It truly changed my life, and I cannot wait to see what they do in 2026! Bigger & better!” Kim Jayde – Host, Influencer, Content Creator

What’s next

Looking ahead, afriCANNES is more than a moment; it’s a mission. My Runway Group is committed to bridging gaps and opening doors for African and diaspora creatives in global spaces where they have long been overlooked. The vision is clear: African stories should not only be consumed globally but valued, funded and told by those who own them.

>>>the writer is a thought leader in Marketing Communications, Stakeholder Relationship Management Professional and International Cooperation Specialist. Over the last fifteen (15) years, he has made tremendous impact within Africa’s corporate communications and creative arts sectors. He can be reached at [email protected] / 233 20 854 1480

The post Chris Koney’s column: afriCANNES by My Runway Group: Bringing African creativity to the heart of Cannes Lions appeared first on The Business & Financial Times.

Read Full Story