Irvine Partners and Dreaminfluence Join Forces to Boost Africa’s $3 Billion Creator Economy

Africa’s burgeoning creator economy is set to receive a major boost as Irvine Partners, a leading creative communications agency with offices across Africa and Europe, signs an exclusive licensing agreement with Dreaminfluence.

Dreaminfluence, a global influencer marketing platform, has powered thousands of campaigns and collaborated with over 20,000 influencers worldwide. Through this partnership, the company’s digital capabilities will now support African content creators, helping them unlock new monetization opportunities in a sector valued at $3.08 billion.

Despite African creators producing high-quality content and leveraging platforms like TikTok, they continue to earn significantly less than their counterparts in other regions. Infrastructure challenges and a digital skills gap further hinder their progress in the global influencer market.

Bridging the Monetization Gap

“Monetization should not be out of reach for African creators,” says Rachel Irvine, CEO of Irvine Partners. “Dreaminfluence provides the necessary digital infrastructure to connect brands with creators, ensuring they can generate revenue while helping brands expand their reach with authentic content that resonates with audiences.”

Dreaminfluence CEO Mads Wedderkopp expressed excitement about the company’s entry into the African market, stating:
“We have worked with leading brands in the Nordics and are thrilled to partner with Irvine Partners to bring our platform to Africa. Given their impressive client roster and footprint across the continent and Europe, they were the perfect choice for this collaboration.”

Dreaminfluence has already facilitated influencer marketing for global brands such as Nivea, L’Occitane, and the Estée Lauder Group.

How Dreaminfluence Works

Founded in 2018, Dreaminfluence revolutionized influencer marketing by shifting the focus from affiliate links and discount codes to long-term brand ambassadorship. The platform offers a suite of tools for both brands and influencers, ensuring streamlined campaign management and measurable results.

For Brands:
✅ Influencer Discovery – Find the right influencers effortlessly
✅ Campaign Analytics – Track performance and optimize results
✅ Brand Ambassadorship – Shift from one-off promotions to long-term partnerships
✅ End-to-End Campaign Management – Handle influencer payments, product shipping, and content rights
✅ Bulk Payments – Pay multiple influencers in one click

For Influencers:
✅ Apply for Brand Campaigns – Join teams and get selected for projects
✅ Long-Term Collaboration – Move beyond one-time posts to ongoing partnerships
✅ Streamlined Administration – Manage content approvals, payments, and ideas through the app

Transforming Africa’s Influencer Marketing Landscape

Irvine Partners has long worked with influencers across Africa, and Dreaminfluence will further streamline agency relations with both established and emerging content creators.

According to Mohale Moloi, Content Director at Irvine Partners, the partnership comes at a time when more than 50% of brands plan to increase their influencer marketing budgets in 2025.

“But ensuring these campaigns deliver results across the marketing funnel requires a deep understanding of local market dynamics,” Moloi explains. “By combining regional expertise with a powerful platform like Dreaminfluence, we’re set to take influencer campaigns to the next level.”

With actionable campaign data, high ROI, and seamless execution, this partnership is poised to redefine the African creator economy, empowering both brands and influencers in unprecedented ways.