In a world defined by rapid technological disruption, artificial intelligence is rewriting the rules of nearly every industry, from healthcare and finance to entertainment and media. As generative AI, machine learning, and automation become integral to content creation, the global media landscape is undergoing a seismic shift. But amidst the noise of Silicon Valley and the dominance of Western tech giants, another story is unfolding: the quiet but undeniable rise of Africa as a creative and technological force.
Africa, long considered a consumer of Western media, is quickly becoming a production powerhouse in its own right. Home to one of the fastest-growing freelance economies and a young, digital-native population, the continent has become a breeding ground for fresh voices, powerful storytelling, and cultural innovation. Countries like Nigeria, Morocco, Egypt, Kenya, and South Africa are producing globally recognized creators, media entrepreneurs, and tech innovators who are reshaping the narrative.
Recognizing this massive untapped potential is Lakshay Jain, the 21-year-old serial entrepreneur behind the digital media holding company, Mascan. Known for scaling Mascan to operating in 30 countries entirely bootstrapped, Jain has now set his sights on Africa in what he calls a “long-term, collaborative mission to co-create the future of global media.”
On March 31, Lakshay Jain took to LinkedIn to announce Mascan’s official expansion into the African media market. In his post, he highlighted Africa’s vast creative energy and its position as a rising epicenter for media talent and innovation.
Simultaneously, Mascan released an official article on its website, penned by Jain himself, to mark what he called “a special milestone” for the company.
“Africa is home to one of the largest and most dynamic freelance markets in the world. Some of the top global talent is being nurtured here, and it’s time we work with them, not around them,” wrote Jain.
In the statement, he emphasized Mascan’s approach as not just an expansion, but a partnership-driven model aimed at supporting, elevating, and collaborating with local creators, brands, and voices.
“Our goal is to slowly integrate our growing media portfolio with Africa-based media brands and creators… to produce content that truly serves the people of Africa, on their terms, in their stories, and with their brilliance at the forefront.”
The statement further confirmed that this move marks the beginning of Mascan’s operations in Africa, hinting at future on-ground partnerships, regional investments, and localized media properties.
Mascan’s strategic entry into Africa is more than just a business move — it signals a shift in how global media companies view opportunity and talent. Rather than outsourcing or operating remotely, Jain’s vision emphasizes working with African creatives to build narratives rooted in authenticity, relevance, and culture.
Industry insiders speculate this may lead to the rise of joint ventures, region-specific media verticals, and Mascan-led content hubs across cities like Lagos, Nairobi, and Johannesburg. With the support of a lean yet powerful international team, Mascan’s Africa roadmap could serve as a blueprint for modern, decentralized media empires.
Jain’s bet on Africa comes at a time when the world is increasingly recognizing the value of diversity in storytelling. With AI transforming how content is created and consumed, human stories rooted in lived experience are becoming more important than ever. By entering Africa not just with capital, but with intention, Mascan is positioning itself as a company that doesn’t just talk global, but builds global.
As Jain wrote in his closing words:
“This is just the beginning. We’re committed to learning, listening, and growing hand-in-hand with local talent and teams. Let’s build something great together.”
