Creative professionals and innovators across Africa have been urged to strengthen their business structures and embrace global best practices to ensure that the continent’s creative industries achieve long-term sustainability and international recognition.
This call was made in Lagos for the two day ATINUDA creative conference, theme “From Local to Global: Creative Transformation.”
Founder and Chief Executive Officer, Ayiri Oladunmoye, said the platform was established to bridge the gap between African creativity and global standards.
“At a certain point, we realised that the level of excellence in our event and creative industries was not matching what we saw internationally. So, we created this platform to bring international professionals to Africa, to mentor and collaborate with local talents, and help raise our standards,” she said.
She explained that the initiative goes beyond event planning to include training in business management, leadership, finance, and legal structures to help creatives scale sustainably.
“When you attend, you learn not just about creativity but also strategy, leadership, and business growth,” she said. “Our goal is to ensure African creatives are not only talented but globally competitive.”
Oladunmoye noted that Africa’s event and creative sectors collectively generate more than $30 billion annually, yet the region’s creative professionals often struggle to compete globally due to weak business structures and limited strategic planning.
“You can’t go global if your structure is weak. This is our time to shine, and it’s important that we get our standards right.”
Director, Heritage Banking Company Limited of Nigeria, Mary Akpobome, emphasised that passion alone is not enough for success in the creative economy.
“Many people are passionate about music, art, or design, but without creating value, there can be no profit. The creative industry is increasingly monetised, so Africans must ensure their ideas yield tangible returns.”
Financial Entrepreneur, Dr. Martins Kwende, from Ghana highlighted the importance of strategic frameworks in the growth of creative enterprises.
“Every successful venture needs a structure. Without a clear strategy or framework, creativity alone cannot drive long-term results,” he said.
