What began as a lively end-of-year celebration in Nigeria has blossomed into a continental cultural and economic phenomenon. “Detty December,” a season of music, festivals, reunions, and revelry that occurs in the final month of the year, now fuels booming creative economies in countries like Ghana and South Africa. With events like Flytime Fest, AfroFuture, and Spotify-curated playlists, Detty December draws millions of people—including visitors from the diaspora—injecting over $220 million into Nigeria’s economy alone in 2023. The Ghanaian government, recognizing the growth potential of the event, strategically branded its festive season “December in GH.” Meanwhile, experts believe that South Africa’s term for its festive season, “Ke Dezemba,” can morph into the country’s branding for its own version of Detty December.
The Conversation
