From Nima to the World: APMWORLD Is Redefining the Global Lens Through His Lens

From the bustling streets of Nima, a vibrant market community in Accra, to the towering skyscrapers and bright lights of New York City, Emmanuel Mensah Agbeble, widely known as APMWORLD, has created more than just a portfolio. He is crafting a compelling visual narrative that showcases contemporary Africa.

Growing up as the son of a Ghanaian studio photographer, APMWORLD was immersed in the art of image-making from an early age. Today, he has photographed album covers and campaigns for global icons, including the striking cover for Burna Boy’s “I Told Them.” His impressive portfolio also features collaborations with other music legends like Wizkid, Davido, and many more, solidifying his reputation as a leading visual storyteller in the African music scene.

What makes APMWORLD truly compelling goes beyond his impressive resume; it is his deep commitment to grounding his visuals in memory, culture, and aspiration. His lens does not merely document; it engages in a dialogue. In this conversation with Creative Accra, he invites us into his world, sharing the highs and challenges he faces, as well as the creative tension of balancing his heritage with global ambition. APMWORLD emphasizes the importance of breaking through limitations to reach beyond the stars:

Can you share your experience growing up, including where you spent your childhood and what inspired you to pick up a camera as a means of self-expression?

I grew up in Ghana — a place of rhythm, colour, and deep storytelling. The Gold Coast shaped me before I even understood what art was. My earliest memories are filled with sound: street vendors calling out, drummers echoing from far away, people moving with purpose. I think that energy found its way into me. Photography came later, but it became my way to translate that same rhythm into images. I picked up a camera because I wanted to remember what it felt like to be there…to freeze emotion, not just faces. Over time, the lens became my voice.

Your platform, “APMWORLD”, speaks about culture and defying limitations. How did your early environment shape not only your vision but also your belief that no dream is too big?

Growing up in Ghana, you learn early that dreams have to fight for air. But I was surrounded by people who made magic from little. Tailors who created style, dancers who turned dust into stages, and mothers who turned hope into homes. That taught me that no dream is too big — it’s just about how boldly you hold onto it. APMWORLD came from that same belief: that Africa isn’t waiting to be discovered, we’re already here, creating, shaping, and inspiring. I wanted to build a platform that reminds people that your origin is not your limitation; it’s your foundation.

You speak about themes of aspiration, defying the known. How do you translate those ideas into visuals? What do you want people to feel when they see your work?

I always chase emotion first. When I create, I want people to feel the tension between where they are and where they dream to be. Sometimes that’s shown through contrast — light and shadow, isolation and movement, stillness and chaos. My visuals carry the energy of rebellion but also of hope. When people see my work, I want them to feel seen, to feel proud, and to believe that they can transcend their own boundaries.

What are some of the biggest limitations you’ve faced professionally, and how have you learned to convert those into strengths or fuel?

Access and opportunity have always been a challenge. Early in my career, I didn’t have fancy equipment or big industry connections… just a vision and persistence. But that lack forced me to be resourceful. It made me study light differently, made me work harder to create emotion without excess. The limitations built my creativity. Every closed door just reminded me to build my own.

You capture the stories of those who dare to dream beyond the familiar. What inspires your vision, and how do you choose which narratives to tell?

I look for spirit — people who dare to express themselves beyond expectation. Whether it’s a musician, an athlete, or a protester, I’m drawn to that inner fire. My lens focuses on moments where courage meets vulnerability. I don’t chase perfection, I chase truth. Every story I tell mirrors something in me: a desire to rise, to dream louder, to prove that our stories matter.

When working with big names like Burna Boy, for instance, for his album cover — how much is pre-conceptualized vs spontaneous? And how do you balance the artist’s vision, your own style, and the audience’s expectations?

With artists like Burna, the energy is always alive. There’s a vision, of course, but much of the magic happens in the moment. The best shots are never fully planned, they happen when the artist’s essence meets mine in sync. My job is to translate who they are, not just how they look. I bring my world — culture, storytelling, emotion — and merge it with theirs. The balance comes from trust and if they trust my lens, I can capture something that feels global but still deeply personal.

What does it take to create images that resonate globally while staying authentic?

Authenticity is everything. I believe the world connects most with what’s real. My Ghanaian roots keep me grounded; they remind me to tell the truth visually, through colour, energy, and symbolism. When I shoot in New York or London, I still bring the same heartbeat from Accra. That’s what gives my work its pulse: a mix of global vision with African soul.

Your message often speaks directly to young people chasing dreams. What advice do you give to aspiring creatives who feel their dreams are “too big” for where they come from?

Your dreams are never too big — your environment might just be too small to contain them. Don’t wait for validation. Start where you are, with what you have, and make it undeniable. The world will adjust. Every time you create, you’re expanding the space for others like you. Remember, no dream is too big to achieve. You just have to believe it before anyone else does.

How do you keep your Ghanaian identity present in your work, even when collaborating internationally? Are there cultural signatures or visual codes you consciously weave into your projects?

Absolutely. My roots are in every frame! The warmth of my tones, the symbolism of gold and earth, the balance between chaos and grace. I always bring a sense of “home” into my visuals whether it’s the texture of the light or the storytelling rhythm. I want people to feel the Gold Coast even if they’ve never been there. It’s not just identity; it’s my visual DNA.

With your platform and brand, what new territories are you itching to explore ? What are the “unknowns” you want to tackle?

Film is calling me — storytelling that moves beyond still images. I’m also exploring immersive installations that blend sound, photography, and motion, allowing people to step into the world I see. I want to build experiences that make people feel connected to culture, to roots, to dreams. The unknown I’m chasing now is expansion — how far can African creativity stretch when it’s unbound?

What excites you most about how African creatives are shaping global culture today?

We’re no longer waiting to be invited to the table, we’re building our own. African creatives are redefining cool, influence, and global aesthetics. What excites me most is our confidence: the way we’re owning our stories unapologetically. From music to fashion to film, Africa is no longer the muse — we are the movement.