Stakeholders in the creative sector have called for urgent reform in the industry, aimed at transforming the sector from an informal and reputation-driven ecosystem into one with protected brand equity,

They noted that while the sector contributes about 2.3 per cent to the Gross Domestic Product and sustains over 4.2 million jobs across film, music, fashion, and digital content, its reliance on informal reputation rather than protected brand equity undermined its ability to fully realise its economic value.

Addressing industry professionals, entrepreneurs and creatives yesterday, at the ‘Rep your brand’ event themed ‘Enhancing Visibility, Identity, and Business Networking in the Creative Economy’ organised by the LCCI Creative & Entertainment Group, the President and Chairman of Council of the Lagos Chamber of Commerce & Industry (LCCI), Leye Kupoluyi, explained that the absence of formal identity structure, such as registered trademarks, intellectual property protections, and business credentials continued to limit earnings for many creatives.

He warned that without these structures, much of the value generated was captured by intermediaries rather than the creators themselves.

Kupoluyi employed creatives in the sector to prioritise networking, noting that embracing business-to-business platforms, trade missions, and partnerships would help them compete globally from a position of strength.

He expressed concern over Nigeria’s drive to achieve a $100 billion increase in Gross Domestic Product through the creative industries, noting that the Federal Government must establish clear regulatory frameworks to address these concerns.

In her opening remarks, the Chairperson, LCCI Creative & Entertainment Group, Elaine Ibru-Mukoro, described the creative sector as a defining force in shaping commerce, culture, innovation, and national prosperity.

She observed that while the creative economy was one of the fastest-growing sectors globally, enormous opportunities remain untapped, adding that the challenge was not a shortage of creativity but building businesses that are visible enough to compete globally.

She noted that the industry has moved beyond relying on talent; knowing how to communicate value, build trust, establish memorable identities, and cultivate meaningful relationships will keep brands open in the hearts of the people.

In his keynote address, the Creative Director of Ikodiya Studios, Emmanuel Uduma, argued that the income generated through the sector does not correspond with the creative output in the country.

He said: “The Nigerian film industry is one of the largest in the world by volume, and our music has redefined global pop culture over the last decade. Yet a large percentage of the practitioners and entrepreneurs in this space remain financially under-leveraged, and commercially invisible outside the immediate audience. So, the gap is rarely talent but brands.”