On the 31st of January, 2024, the Entrepreneurship Development Center of the Pan African University hosted a creative roundtable for stakeholders in the Nigerian creative industry titled “The Talent, The Talented, and The Ecosystem.” Eme Bassey, Partner at the Centre for African Fashion Education and Technology (CAFET,) anchored the session, which featured a headlining keynote delivered by Dr Imal Silva.

The roundtable featured seasoned professionals across the Nigerian creative sphere, from fashion to visual arts, filmmaking, marketing, 3D animation, and content creation.

Dr. Silva’s keynote resonated as he shared his journey as a Nigerian artist, which inspired his mission to become a voice for the Nigerian creative community.

He highlighted the challenges faced by creatives, from honing their talent to realising the need for self-promotion and understanding the business of converting art into value. Dr. Silva emphasised the importance of integrating creatives into a value chain and a supportive ecosystem. He identified the crucial role of “middlemen” and facilitators as collaborators who can empower creatives to generate and capture value.

A central theme of the discussion was the role of government in fostering a thriving creative ecosystem. While acknowledging the need for government support, Dr. Silva and Eme Bassey encouraged creatives to engage proactively with policymakers whose understanding of the industry may be limited. They emphasized this as a missed opportunity, urging industry stakeholders to advocate for an enabling policy environment.

Eme Bassey highlighted the numerous untapped opportunities available to creatives who fail to engage with the government. She emphasised the availability of grants, scholarships, and business opportunities facilitated by international players and aid organisations seeking partnerships within the Nigerian creative ecosystem.

Lanre Shonoiki of CAFET emphasized the need for creatives to be more intentional with their online visibility. He emphasized the importance of a strong presence on professional platforms like LinkedIn, especially considering the underrepresentation of Nigerian creatives. He contrasted this with the prevalence on less formal platforms like Instagram and Facebook, which he acknowledged align better with some content distribution goals.

However, Lanre argued that this preference for informal channels makes it more challenging for potential collaborators to assess and vet Nigerian creatives when searching for local partners.

A participant, in response, shed light on the rationale behind the perceived “aloofness” of some creatives. He shared his experience, highlighting the fear of predatory taxation as a deterrent to spotlighting their work online. He lamented the government’s short-sightedness in focusing on immediate revenue generation, overlooking the long-term benefits of empowering creatives to generate substantial income. Other participants echoed these concerns, citing challenges like restrictive import-export regulations, limited financial access, and inadequate industry standards.

The conveners concluded by encouraging participants to connect with creative networks within their disciplines. This collective effort will enhance visibility and strengthen the industry’s voice, ultimately influencing policy for the long-term benefit of the Nigerian creative landscape.