The commotion around the figure of IShowSpeed has calmed down. However, his tour of Africa has left a positive mark on millions of people inside and outside the continent.
I must confess that I did not know who he was before he passed through the continent in December. IShowSpeed, whose name is Darren Jason Watkins Jr., is a 20-year-old African-American influencer. With almost 50 million subscribers on his YouTube channel, he is one of the most influential digital native artists in the world. But what did this young man do to captivate millions of Africans? And, above all, why is it important?
IShowSpeed toured 20 countries on the continent from south to east, north and west, in that order. Throughout his journey, he broadcast Africa live showing its people, its cultures, its landscapes and its gastronomy, without filters and without a script. This representation contrasts with the images presented for decades by Western media (underdevelopment, malnutrition, diseases…), which have contributed to creating narratives that have justified Western aid and colonization. This bias is still subtly present in today’s Western media.
In contrast, IShowSpeed has focused on the diversity and complexity of Africa, positively presenting its people, cultures, landscapes and cuisine. He interacted with the local population. He danced with them. He learned basic phrases in the local languages. He ate and drank local products. And, yes, he also drank bottled water. People’s enthusiasm for sharing their reality was undeniable.
IShowSpeed could not hide his astonishment. The distorted image I had of Africa collapsed. He found warm and welcoming people, not savages. Experienced hospitality. He saw an Africa that, in many ways, is developed and has modern infrastructure. This experience was transformative for him and his audience, mostly Gen Z Americans. Some took to social media to share how they had long been taught a negative image of the continent.
IShowSpeed has boosted the confidence of millions of young Africans who follow it. There is a subtle but powerful process of decolonization underway. Many of these young people are tech-savvy content creators who can now imagine themselves succeeding as creatives on a global stage. This is good news for Africa.
The tourism sector has also benefited from the tour. Through his broadcasts, he has concisely shown the best that Africa has to offer. This contrasts with the approach of many governments on the continent, which spend millions on advertising campaigns traditionally aimed at Western retirees. IShowSpeed, on the other hand, reaches a young, global audience: potential tourists not only for today, but for years to come.
Although the communicator decided to present Africa in a positive light during his tour, we must not ignore the challenges that Africa continues to face. The negative image that continues to be spread by some Western media must be countered not only with positive stories, but also with efforts by African governments to address the causes of the major challenges facing the continent. The image that IShowSpeed has conveyed has been a great boost; African leaders now have both the opportunity and the responsibility to seize that platform.
