Showbiz
Nigeria Seeks $100bn Revenue From Creative Economy
By Adedapo Adesanya
Nigeria on Wednesday unveiled details of its strategic plans to generate at least $100 billion and create over two million jobs from the creative economy yearly.
The government’s plan was unveiled by the Minister of Art, Culture and the Creative Economy, Mrs Hannatu Musa Musawa, at a roundtable for local and international investors where she presented her ministry’s 8-Point Plan and Roadmap.
Speaking at the event hosted in Ikoyi, the Minister said that if implemented to its fullest, the plan has the potential to achieve the above-stated objectives.
She listed the 8-Point Plan as Nigeria Destination 2023, a national initiative designed to grow the arts, culture and creative economy under one united vision; Skills Development; Fastrack Policy Frameworks; Strategy Governance and Collaboration; Smart Strategic Partnerships; Growth Targets for GDP Contribution and Sectoral Output; Enabling Business Environments; Cultural Heritage Preservation, and Sustainability.
She lamented that despite its huge potential, Nigeria’s creative industry currently contributes just $5 billion to the economy, with its different sub-sectors at various stages of development.
The sectors include music (sound recording, live performances and music videos), visual media (movies, TV shows, comedy shows, podcasts, content creation), visual arts and crafts (canvas painting, design, sculpturing, woodwork and other craft works), heritage & museums, culinary arts, fashion, publishing (books, literary arts, poetry, magazine, etc), and video gaming.
According to the National Bureau of Statistics (NBS), Nigeria’s creative economy has a very low contribution to overall GDP in comparison with benchmark countries, with the industry contributing just 1.2 per cent to Nigeria’s GDP in 2022.
The least when compared to other African countries like Morocco (2.7 per cent), South Africa (3.0 per cent), and Egypt (4.3 per cent).
She also said it ranks low (1.0 per cent) in its ability to earn government revenue from the sector, compared to South Africa’s 12.5 per cent.
To achieve its ambition, Mrs Musawa said the ministry has identified 14 pivotal initiatives that will drive the sector’s growth and significantly boost government revenue by $10 billion – $20 billion.
She grouped these initiatives under four unique pillars namely Technology, Infrastructure and Funding, International Culture Promotion, and Intellectual Property Monetisation.
Under the Technology pillar, the Minister said the Ministry intends to launch a digital content creation tool accessibility program to provide improved and discounted digital tools for Nigerian creatives.
Others include the launch of the Nigeria content distribution initiative to increase the nationwide adoption of digital tools for content distribution, the launch of a study to estimate the size of the creative industry in Nigeria including a framework to size the market going forward, and the expansion of internet accessibility in underserved regions in Nigeria to expand the reach of the other digital initiatives.
For Infrastructure and Funding, she said, this entails cataloguing existing infrastructure for the Arts, Culture and Creative Economy and its current state, developing the appropriate infrastructure needed for the industry and leveraging public-private partnerships to fund development, providing incentives to stakeholders in the creative economy to boost investment and adoption of strategic initiatives, and launching a creative accelerator program to provide capital, and capacity building to creative companies.
Under International Culture Promotion, Mrs Musawa said the ministry will establish a culture promotion office collaborating with Nigerian embassies abroad, to promote Nigerian arts, culture and creative economy, and leverage AfCFTA to boost Nigerian creative output export regionally and globally.
For Intellectual Property Monetisation, she said the country will seek to establish Globally standardised CMOs (Collection Management Organisations) for most of the sectors, launch a Copyright Oversight Initiative in partnership with the Nigeria Communications Commission (NCC) to enhance tracking, monitoring, and enforcement of copyright standards, ensuring CMOs’ adherence to CISAC standards. It will also develop and implement the intellectual property framework and operationalise Nigeria’s IP licencing framework.
Mrs Musawa added that Nigeria’s Creative Economy has the potential to grow by 400 per cent by 2027, positioning the sector to leapfrog in the long term and deliver the vision for the sector.
She revealed that the Ministry has already created several initiatives and entered collaborations towards the realisation of its set goals.
She listed some of these initiatives to include, among others, the Creative Leap Acceleration Program, CultRise, an infrastructure development initiative and Origins, an advanced data capture and management initiative designed to collect, store, analyse, and share critical data related to Nigeria’s cultural and creative industries.
The Minister also listed some of the Ministry’s infrastructure project pipelines, including the Digital & Immersive Art Centre, the Renewed Hope Creative City at the Wole Soyinka Centre, Arts Village in Abuja, setting up of Creative Hubs in Nigeria’s 36 states, the National Entertainment Centre, Abuja Creative City, and the National Gallery of Art, among others.
To aid in the realisation of the government’s job creation target in the creative industry, the Minister disclosed that the Ministry has entered a partnership with BigWin Philanthropy, a major international development partner, to deliver a transformative capacity-building and job creation strategy.
Winner Achimugu, the MultiChoice Talent Factory (MTF) Best Graduating Student 2024, has embarked on a six-week scholarship at the prestigious New York Film Academy (NYFA). This achievement not only celebrates her exceptional talent and dedication but also reinforces MTF’s commitment to nurturing world-class African filmmakers ready to make their mark on the global stage.
Since its inception, MTF has been more than just a training ground; it’s a launchpad for African storytellers. Alumni from the academy have consistently demonstrated excellence, with films and projects winning awards, receiving grants, and gaining international recognition. Notable projects include 2070, which clinched Best Short Film at the African SDGs Film Festival, and Isekonu, a Zee World short film, officially selected for the Lagos Fringe Festival 2025 and nominated for Best Student Film at the Bayelsa International Film Festival.
These achievements reflect MTF’s ethos of equipping young filmmakers with both the technical skills and creative vision necessary to succeed, both locally and internationally.
The 2024 Best Graduating Student, Winner Achimugu, distinguished herself among her peers with a combination of talent, dedication, and storytelling finesse. Her selection for the NYFA scholarship is a testament to her hard work and to the quality of mentorship and training at MTF.
Through this program, she will engage in intensive workshops, hands-on training, and industry exposure that promise to elevate her craft. The scholarship is not just an award, it is a bridge connecting African storytelling to global cinematic opportunities, embodying MTF’s brand promise of fostering talent that transcends borders.
This scholarship opens new avenues for growth, offering exposure to international techniques, networks, and collaborative experiences that could define the trajectory of her career. For MTF, it’s a validation of its mission: cultivating a generation of filmmakers whose creativity, vision, and impact will resonate far beyond Africa.
As this journey unfolds, it reinforces the message that African cinema is on the rise, powered by storytellers who are ready to take their place on the world stage. With MTF alumni leading the way, the future of African filmmaking looks brighter than ever.
By Modupe Gbadeyanka
A 12-hour non-stop entertainment event offering various performances and activities all night long will take place in Lagos from the evening of December 21 into the early hours of December 22, 2025.
This programme known as InsomniaQ, is being put together by one of Africa’s leading digital payments platforms, Quickteller.
Quickteller is a brand powered by the Interswitch Group, and InsomniaQ was created to celebrate African creativity.
The all-night music and entertainment experience will hold at the Ballroom of the Lagos Continental Hotel, Victoria Island.
It is designed to capture the vibrancy and cultural energy that define Lagos in December. InsomniaQ is positioned to become Africa’s newest must-attend December destination.
The concert blends diverse African soundscapes, creative expression, and immersive lifestyle experiences, offering a night curated for music lovers, diaspora returnees, cultural enthusiasts, and everyone drawn to the city’s festive season.
More than a concert, InsomniaQ represents a new cultural moment, one that celebrates the richness, depth, and diversity of African talent. With a lineup cutting across contemporary and alternative genres, the festival aims to introduce a bold, fresh, and unforgettable experience within Lagos’ already vibrant entertainment landscape.
“InsomniaQ is an invitation to celebrate African creativity in a way that feels bold, fresh, and true to who we are.
“Quickteller has always been an essential part of the experiences people value, and this festival brings that connection to life in an entirely new dimension.
“As Lagos welcomes friends, family, and visitors from around the world each December, we are proud to introduce a platform that showcases our music, our culture, and the vibrant energy that defines this season,” the Divisional Head of Growth Marketing for Quickteller Ecosystem at Interswitch, Mr Olawale Akanbi, noted.
Through Quickteller, Interswitch continues to champion initiatives that go beyond digital transactions to enrich the everyday life of millions of Nigerians.
InsomniaQ extends this mission by empowering cultural expression, unlocking creative opportunities, and supporting the continent’s growing entertainment ecosystem.
By Modupe Gbadeyanka
The quartet of Oyindamola Timothy (Fashion), Steve Adeyemo (Tech), Uche Kalu (Dance), and Emmanuel Elijah (Music) emerged the category winners of the Stanbic IBTC FUZE Talent Show 4.0.
They received N10 million each for their efforts, along with mentorship opportunities, industry exposure, and support to advance their creative journeys.
The four were chosen from the 12 finalists at an event aired on Sunday, December 14, 2025, on AIT (DStv Channel 253) at 7:00 pm, Africa Magic Showcase (DStv Channel 151) at 5:00 pm, and streamed live on the official Stanbic IBTC YouTube channel, connecting millions of viewers to the excitement and energy of the show.
The 2025 edition drew over 6,000 entries nationwide and continued to inspire a new wave of innovation among young Nigerians in fashion, technology, dance, and music. The participants fought for a share of the N90 million in prizes put up by the organisers.
This year, the FUZE Talent Show also introduced an exciting new twist: The Fan Favourite Feature, which allowed viewers across the country to vote for the contestant who most inspired them. This addition deepened audience participation and further strengthened FUZE’s mission to connect creativity with community support.
“FUZE 4.0 truly lived up to its promise as The Ultimate Show, a platform that celebrates courage, creativity, and innovation.
“Every contestant who graced that stage reminded us of the extraordinary potential of Nigerian youths.
“At Stanbic IBTC, we are proud to continue creating opportunities that help young people dream bigger, think bolder, and achieve more. It is all about home-grown talent for us as we power the made-in-Nigeria initiative,” the chief executive of Stanbic IBTC Holdings Plc, Mr Chuma Nwokocha, said.
As excitement builds for FUZE Festival coming up on Saturday, December 20, 2025, attendees can anticipate experiencing this year’s edition theme The Ultimate Show in full, with circus-style attractions, from magicians and parade performers to flash mobs and art displays.
An expanded marketplace, freebies from participating partners and on-site Stanbic IBTC services will enhance convenience, while performances by Wande Coal, Pheelz, Chike, and Ms DSF will add a nostalgic, high-energy finish. Interested attendees can register to attend via the Stanbic IBTC Events App or visit www.events.stanbicibtc.com to secure their spot.
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