Bruit Costaud Government Affairs Et Al, a policy advisory, strategic communications and government relations firm and an affiliate of US-based Ballard Partners has signed a transformative memorandum of understanding (MOU) with the Nigerian Exporters Hub (NexHub) to promote the export of Nigeria’s creative services.

The partnership heralds a new chapter in advancing Nigeria’s creative industry and cultural heritage to the global market, particularly in China, a statement by the organisations said.

Both organisations will leverage their respective strengths to create and promote high-quality Nigerian creative content while preserving the country’s rich cultural legacy.

By positioning Nigeria’s creative assets on the world stage, the partnership aims to attract global recognition, generate foreign exchange and drive tourism to the country.

Speaking on the collaboration, Managing Partner at Bruit Costaud and former Minister of Information, Culture and Tourism, Lai Mohammed, underscored the importance of promoting Nigeria’s cultural identity as a key driver of economic and social growth.

“Nigeria’s cultural heritage is more than just a resource – it is our identity. Through this partnership, we are committed to preserving and showcasing the best of our music, films, art, food and traditions to the world. This collaboration is about more than creative exports; it is about telling a unified story that places Nigeria as a global cultural powerhouse while also attracting tourism and investment back home,” he said.

Also, the Managing Director of NexHub, Babatunde Faleke, expressed optimism about the impact of this partnership on Nigeria’s creative and cultural sectors.

“Our collaboration with Bruit Costaud marks a significant step in redefining how Nigerian creative talents and cultural heritage are perceived globally. Together, we aim to build platforms that allow the Nigerian creative sector to thrive internationally while contributing to the broader goal of reshaping Nigeria’s narrative and values,” he said.

The partnership’s overarching goal is to redefine the perception of Nigeria on the global stage, emphasizing the country’s creative excellence and cultural diversity as central to its global identity.

Through initiatives such as international campaigns, stakeholder engagement and capacity building, the collaboration seeks to empower Nigerian creative economy’s operators and position the country as a leading hub for creative and cultural exports.

The agreement is set to remain in effect for an initial term of three years, with both organisations dedicated to ensuring its success.

Bruit Costaud and NexHub are confident that this partnership would catalyse a brighter future for Nigeria’s creative industry, cultural heritage and economic diversification.