By George M.O. Williams
Sierra Leonean creatives are increasingly turning to digital platforms to showcase and promote their work, but a lack of access to monetization opportunities continues to hinder growth and income generation in the sector. This is according to the Unlocking Sierra Leone’s Creative Future: Creative Economy Diagnostic and Road Map for Growth report released by the World Bank.
The report highlights that the challenge is particularly acute for music and audiovisual artists who rely on international platforms to reach global audiences but remain excluded from revenue-generating systems.
“Currently, Sierra Leone is not eligible for the YouTube Partner Program (YPP), which allows creators in other countries to earn advertising revenue from their content. This means that even when Sierra Leonean artists achieve significant viewership online, they are unable to generate income,” the report stated.
While YouTube does not publicly disclose all eligibility criteria for its monetization program, the report suggests that several factors may influence access. These include compliance with international sanctions and trade regulations, the presence of Google AdSense payment infrastructure compatible with local banking systems and currencies, and sufficient advertiser demand to sustain a local monetization ecosystem.
Beyond YouTube, Sierra Leonean creatives face similar barriers on other major platforms such as TikTok, Spotify, and Apple Music. Those who have managed to monetize their content often do so through foreign bank accounts or third-party arrangements outside the country—an approach that is neither scalable nor inclusive.
In contrast, several African countries have made notable progress in overcoming these barriers. Kenya and Ghana have invested in mobile money systems and digital infrastructure to support integration with global platforms. Nigerian creators frequently work with multi-channel networks and intermediaries to gain access to monetization programs. South Africa has developed performance rights organizations and creative business hubs that facilitate licensing and payment flows.
Rwanda has emerged as a regional innovator, with firms like InyaRwanda and EA Champs pioneering hybrid business models that combine YouTube distribution with local subscription apps, mobile airtime billing, and brand partnerships.