African creator monetization platform Twiva has announced a strategic investment from the Sony Innovation Fund (SIF), the venture capital arm of Sony Group Corporation. The partnership is set to accelerate Twiva’s expansion, strengthen its technology stack, and broaden access to financial solutions for content creators across the continent. This development highlights growing global interest in Africa’s rapidly evolving digital creator economy.
Sony’s Backing for Africa’s Digital Future
The investment signals Sony’s belief in the untapped potential of Africa’s creative industries, which are increasingly driven by social commerce and influencer-led marketing. With Sony’s expertise in entertainment and technology, Twiva plans to scale its reach, deepen its impact, and open new income-generating opportunities for creators. Antonio Avitabile, Managing Director of EMEA at Sony Ventures Corporation, said Twiva’s model provides the foundation for sustainable growth in Africa’s digital economy.
Twiva’s Mission and Growth Path
Founded with a vision to bridge social commerce, influencer marketing, and fintech, Twiva has developed a unique branded house model that enables creators to monetize beyond traditional partnerships. Its ecosystem offers tools that transform creators into entrepreneurs and job creators, not just influencers. According to CEO Peter Kironji, the investment accelerates Twiva’s mission of building Africa’s most impactful creator-powered economy.
Technology and AI-Driven Solutions
Twiva intends to channel the funding into strengthening its technology infrastructure, with a major focus on AI-powered tools tailored to creators’ needs. These tools are expected to help creators optimize campaigns, manage earnings, and scale their influence into sustainable businesses. Additionally, the company’s Twiva Pay solution will enhance financial inclusion by simplifying payments and enabling creators to receive and manage their income seamlessly.
Tackling Africa’s Youth Employment Challenge
With more than 250 million young Africans active on digital platforms, the creator economy presents a transformative opportunity for job creation. Twiva’s integrated ecosystem aims to unlock over one million digital jobs within the next five years by combining influencer marketing, embedded financial services, and social commerce solutions. This aligns with broader efforts across the continent to leverage technology for inclusive economic growth.
Market Expansion Plans
Twiva has already made significant strides in Kenya and other African markets, but now plans to accelerate its presence across the continent. The company’s strategy includes scaling into untapped regions where demand for creator monetization tools and influencer-led commerce is rising. By pairing Sony’s global expertise with local market knowledge, Twiva seeks to strengthen Africa’s position in the global digital creator economy.
Building an Inclusive Creator Ecosystem
A key aspect of Twiva’s vision is inclusivity, ensuring that young creators from diverse backgrounds can participate in and benefit from the digital economy. The platform aims to democratize access to monetization opportunities, helping creators become sustainable entrepreneurs regardless of their starting point. This approach underscores Twiva’s role not just as a platform but as a driver of equitable growth across Africa’s creative industries.
The partnership between Twiva and the Sony Innovation Fund marks a pivotal moment for Africa’s creator economy. With new funding, advanced technology, and a mission to create over one million jobs, Twiva is poised to transform how creators earn, grow, and contribute to economic development. As the digital creative sector continues to expand, this collaboration sets the stage for Africa to become a major hub of creator-driven innovation and entrepreneurship.