In a compelling feature for Deutsche Welle’s acclaimed series “The 77 Percent: Art.see.Africa,” another milestone has been marked in the continuing rise of West Africa’s creative scene. The program, which showcases the vibrant cultural landscape of the African continent, turned its lens to the innovative world of art direction, highlighting its emergence as a standalone artistic discipline.
The segment, produced by DW’s German production team, delves into the intersection of traditional artistic expression and contemporary art direction, featuring conversations with several distinguished African artists.
Among them, the featured art director shared insights into their creative process and the passionate dedication driving their work. “The experience was both inspiring and humbling,” the art director reflected during the filming. “Working with the DW team offered a unique opportunity to showcase how art direction has evolved into its own art form, while celebrating the broader African creative community.” Deutsche Welle, Germany’s international broadcaster, continues to be a powerhouse in global media, reaching an impressive daily audience of over 22 million viewers.
With distribution in 128 million households worldwide and programming available in multiple languages, DW has established itself as one of the most influential international media outlets, bringing diverse stories and perspectives to a global audience. This feature represents another achievement in what has been described as an exceptional year for West African creative arts, highlighting the region’s growing influence in the global cultural landscape.