Creative economy specialist, Mbah Shaun Ebubechukwu, has called on Nigerian musicians, content creators, and performing artists to embrace digital tools and data-driven strategies to scale their talent and build sustainable careers.

Speaking on the theme “Harnessing Technology for Creative Acceleration” at a technology and innovation roundtable in Abuja on Thursday, he said the modern music and creative industries have become inseparable from technology, making digital literacy a fundamental requirement for success.

He explained that the global shift toward streaming, social media influence, virtual performances, and online communities has redefined how creative value is produced, distributed, and monetised. “This is a platform-driven era,” Ebubechukwu stated.

“Technology is the new stage, the new marketing team, the new distribution channel, and the new fan engagement highway. Any talent that is not leveraging technology is limiting their own potential.”

Ebubechukwu highlighted how the attention economy, algorithm-driven discovery, and direct-to-fan platforms have transformed traditional industry gatekeeping.

He noted that while competition for visibility has intensified, technology has also democratized opportunity by giving artists unprecedented access to global audiences without relying on labels or conventional media.

He urged artists to use analytics tools to understand audience behaviour, track engagement patterns, and refine their creative strategies. “Data is no longer optional,” he said.

“Every post, every stream, every interaction leaves a footprint that helps you make smarter decisions. Successful artists are not just creatives — they are interpreters of audience data.”

He also encouraged leveraging digital platforms such as music streaming services, direct fan membership communities, live-streaming tools, digital merchandising platforms, and virtual collaboration technologies.

According to him, emerging creators must build digital ecosystems around their work, rather than treating technology as an afterthought.

Referencing global case studies, including BTS’s integrated digital ecosystem and Zoe Keating’s strategic use of analytics, he said technology enables artists to diversify their revenue streams, scale fan communities, and maintain ownership of their intellectual property.

Ebubechukwu emphasised that Nigerian creatives must take advantage of emerging opportunities in virtual events, creator marketplaces, digital collectibles, and mobile-first content systems.

He urged government agencies, private-sector partners, and educational institutions to support digital capacity building for Nigerian youth.

“Talent is abundant in this country,” he said, “but technology is the multiplier. When creativity meets digital innovation, the possibilities become limitless.”