How U.S. deepens Nigeria’s creative industry

Nigeria’s creative industry is a fast-growing sector. It is the second-largest employer in Nigeria, employing 4.2 million people and with the potential to create 2.7 million more by 2025. The entertainment industry alone accounts for 1.45 per cent of the country’s Gross Domestic Product (GDP). Over the years, industry has had a significant global influence and a major exporter of Nigerian culture.

The United States has continued to deepen Nigeria’s creative industry with support. Recently, its Department of State introduced three new exchange programmes for Nigeria’s creative industry. They include Africa Creative TV (ACTV) initiative for writers and producers in the film and TV industries; the American Music Mentorship Programme, which is in partnership with the Recording Academy (Grammys); and the Community College Initiative, a one-year programme that will take participants through the script to the screen process.

For the third year, its Consulate General in Lagos has supported the Africa Creative Market to further strengthen the collaboration between the two countries.

Founded by Dr. Inya Lawal, an alumna of the Fortune-U.S. Department of State Global Women’s Mentoring Partnership programme, the Africa Creative Market brings together stakeholders from the African and international creative industries to exchange ideas and explore innovations to spur the growth of Africa’s creative economy.

This year, two U.S. creative industry leaders –– Steffan Horowitz, from the University of Southern California’s School of Cinematic Arts and Director of the U.S. Department of State’s Africa Creative TV (ACTV) exchange programme; and Dedren Snead, CEO of Atlanta-based transmedia company SUBSUME Studios –– participated in the weeklong conference.

During the conference, U.S. Consulate Public Affairs Officer Julie McKay joined Horowitz and Nigerian alumni of the Africa Creative TV exchange programme to discuss opportunities for bridging the gap between African creatives and global audiences, offering valuable insights for emerging filmmakers, producers, and content creators.

Similarly, Snead led a workshop focused on entrepreneurship, innovation, and the power of digital platforms in amplifying African stories globally. He shared perspectives on the use of animation and gaming to create immersive cultural experiences that elevate African narratives internationally.

Additionally, the African Creative Market hosted the AWE 2.0 Initiative that brought together 150 alumnae of the Academy for Women Entrepreneurs for a three-day immersive program aimed at advancing their digital skills to scale their businesses. Snead engaged with the AWE alumnae underscoring the U.S. government’s commitment to promoting women-led businesses and equipping female entrepreneurs with the skills needed to succeed in the rapidly evolving digital economy.

U.S. Consul General, Will Stevens, noted that the participation of U.S. industry leaders at the Africa Creative Market reflects the growing creative industry collaboration between the United States and Nigeria that is bringing the two countries closer together in music, film, fashion, gaming, arts, tech, professional and educational exchanges.