Opinion
Why Nigeria Holds a Special Place in the World
Published
1 year agoon
Nigeria national pride shines on 65th anniversary, highlighting culture, economy, tourism, innovation, and global achievements
If senior secondary school students of Nigerian origin were asked to write an essay with the title of this article, I can say confidently that it would be interesting and highly competitive.
Also read: Nigerian Marketing Awards Introduce Respected 2025 Council
I have done several articles on the subject in the past and my central theme has always been that we do not have any other country to call our own; so, we must join hands together in the task of nation-building and make Nigeria a better place.
In a random survey last week, I asked some friends and associates of diverse professional backgrounds to tell me why they think Nigeria is a great country to provide additional context for this article.
Their responses were similar in tone and perspective, suggesting indeed that we have a lot of positive attributes that can differentiate the Nigerian brand globally in spite of those who knowingly damage the brand or deliberately de-market Nigeria.
But when we push the right narrative about Nigeria consistently, the story will change for good. I am not talking about propaganda.
How the rest of the world see us, or what they think of us, is our “public image,” and it is essentially the aggregation of our activities (what we do, whether good or bad) and how we communicate those activities.
What of the things we say about the country? A positive public image is critical in influencing public opinion and building trust.
The good news from my survey is that Nigeria is poised for greatness despite our current challenges. The respondents generally agree that the strategic importance and relevance of Nigeria in the world cannot be ignored
From my findings, we can immediately point to the following advantages: Nigeria’s population (during his address at the 80th United Nations General Assembly, vice president Kashim Shettima told the world that our population is 234 million), the size of our economy, nature’s wonders, tourism, and hospitality; technology and innovation, regional power, food and cuisine, investors and investment opportunities, rich cultural heritage and diversity, music and entertainment, vibrant cities, our resilience and strong sense of community, successful entrepreneurs and outstanding professionals.
It is important to note that how we take advantage of these existing strategic opportunities depends on how we roll our dice.
But one thing is clear: Nigeria’s story needs to be redefined by building a strong narrative, showcasing our strengths, opportunities and successes. No one, except Nigerians, can tell the story better.
Nigeria is a land of vibrant energy, boundless potential, and a story waiting to be told. From the pulsating rhythms of Afrobeats to the roaring cheers for the Super Eagles, Nigeria’s cultural nuances and economic vitality offer a compelling platform to reshape our global image.
Make no mistake about it, Nigeria is the giant of Africa and the next economic frontier of the world. By 2050, it is being projected that our population will hit 400 million, making Nigeria the third most populous country in the world after India and China.
Our leaders must begin to worry about how to harness the potential of our huge population. For example, a huge workforce with immense skills, talents and expertise can drive economic growth and development, while businesses will thrive and grow in the huge domestic market because we have the numbers.
As a founding member of the African Union (AU), Nigeria’s current push for a permanent seat on the UN Security Council (UNSC) is a measure of our regional leadership and influence in Africa, and an opportunity to strengthen our global relationships.
This is an audacious move which deserves the support of all Nigerians, except that President Bola Ahmed Tinubu is yet to appoint ambassadors and high commissioners for our foreign missions after over two years in office.
It is scandalous that Africa with 54 countries and about 1.5 billion people has no representation on the UN Security Council comprising the following five permanent members: United States, Russia, China, France and the United Kingdom.
These five members have veto power over substantive resolutions, meaning a single negative vote can block adoption of a proposal.
Nigeria can leverage its contributions to global peace and security which VP Shettima alluded to in his address. In addition, Nigeria can continue to advocate for reforms in UNSC, including increasing the number of permanent seats and improving representation for Africa.
To again underscore our global influence, Nigeria is bidding to host the 2030 Commonwealth Games in Abuja. It will be the first time an African country is hosting the Games if we win the bid.
The Games is held every four years across the world, and India is the other country bidding with us.
Call it soft diplomacy if you like, but President Tinubu says our bid to host the Games is a dream that must be realised. The 2026 Games will be hosted in Glasgow, Scotland from July 26 to August 2.
We are not just the country with the most arable land for nothing. I emphasised this point in my last article, where I recommended that Nigeria should build global food brands, one category at a time.
Our country is blessed with the largest population of black people in the world. Shouldn’t this important characteristic count for something? There’s hardly any part of the world where you will not find a Nigerian.
The dynamic business environment has seen big players investing in the Nigerian economy, creating employment and paying significant taxes.
Mind you, these billionaires and philanthropists are not local champions, as they have their tentacles spread far and wide.
They include Aliko Dangote, Mike Adenuga, Arthur Eze, Abdul Samad Rabiu, Femi Otedola, Tony Elumelu, Jim Ovia, Folorunso Alakija, Theophilus Danjuma, Cletus Ibeto, and Leo Stan Ekeh.
I am happy to also celebrate Nigerians who are distinguishing themselves in different fields all over the world.
It is a long list, but let me recognise Amina Mohammed, deputy secretary general of the United Nations; Dr. Akinwunmi Adesina, the immediate past president of the African Development Bank; Dr. Ngozi Nkonjo-Iweala, director general of the World Trade Organisation, and Benedict Oramah, president of Afreximbank.
What of our literary giants? These are impressive writers who have made significant contributions to our literary landscape.
They include Chinua Achebe, Nobel Laureate Wole Soyinka, Chimamanda Ngozi Adichie, Buchi Emecheta, Ben Okri, Flora Nwapa, Cyprian Ekwesi, Amos Tutola, Ken Saro-Wiwa and Elechi Amadi.
With over 300 ethnic groups, Nigeria is one of the ethnically diverse countries in the world. This diversity is reflected in our music, languages, food, costumes, dance, art and literature.
Nigeria’s music scene is home to global sensations such as Burna Boy, Davido, Asake, Wizkid, Tems, Rema, Ayra Starr, Tuface, Ruger, Flavour, Tiwa Savage, Tekno, Olamide, Kizz Daniel, Yemi Alade, Fireboy and Adekunle Gold. They have turned Afrobeats into a universal language, with some of them recording over one billion streams on Spotify.
Similarly, Nollywood, the world’s second largest film industry, has been collaborating with streaming giants such as Netflix and Amazon Prime to spotlight Nigerian stories and movie stars, captivating international audiences.
I doff my hat for Pete Edochie, Richard Mofe-Damijo (RMD), Kunle Afolayan, Ramsey Nouah, Tony Monjaro, Funke Akindele, Kate Henshaw, Genevive Nnaji, Omoni Oboli, Mary Njoku, and Mercy Johnson, just to name a few.
Whether it is medicine and healthcare, technology and IT, academia and education, journalism, law, science, engineering, creative economy, hospitality, banking and finance or sports, Nigerians are excelling around the world.
Nigeria’s tech space is buzzing with innovations, especially in the fintech sector, with companies like Paystack, Flutterwave and Interswitch leading from the front. With over 200 fintech companies operating in the country, the sector is driven by the need for financial inclusion.
In Rotary International, the global humanitarian service organisation founded in 1905, the only African who has been president to date was Jonathan Majiyagbe, a Nigerian. He was the 2003-2004 president of the organisation.
Another Nigerian was announced as president-elect of the organisation on August 28. He is Yinka Babalola and he will assume office as president of Rotary International on July 1, 2026.
In broadcasting, Dr. John Momoh, Chairman/CEO of Channels Media Group and Prince Nduka Obaigbena, Chairman of Arise News, are trailblazers.
They introduced innovations that have consistently improved the ratings of both TV channels, and their viewers are loving it.
I salute their courage and vision for doing things differently. With over 30 years in the business, Channels TV which has about 1.6 billion views on YouTube continues to demonstrate a commitment to long-term success.
Did you know that Nigeria is the largest producer of yam, shea butter, cassava, cowpea, sorghum, and taro in the world?
The list goes on. Nigeria is also the 3rd largest producer of sweet potato and ginger, and the 4th largest producer of palm oil, cocoa and sesame seed in the world. Please fact-check me, as I would be happy to be corrected.
Our Bonny Light crude oil is one of the most desirable crude oil grades globally, attracting marketers and commanding high prices due to its exceptional quality.
Can’t you see that we are truly blessed? The Dangote Refinery is a game-changer for Nigeria’s oil industry.
With an investment of about $20 billion, the refinery is capable of processing 650,000 barrels of crude oil per day, making it the largest single-train refinery in the world.
Nigeria ranks 9th globally in terms of proven gas reserves, and is the largest holder of gas reserves in Africa, indicating a significant resource base for our energy needs.
We are also endowed with an array of over 44 different types of solid minerals, spread across more than 500 locations.
We are also known for our resilience, creativity, hardwork and entrepreneurial spirit. Nigerians are generally warm and hospitable people, with a distinctive ability to adapt to situations, however inconvenient or difficult.
Our strong sense of community – a form of local area network to support one another – promotes family values, helping us reduce social tension and playing a pivotal role in everyday life.
I cannot end this piece without talking about our tourism assets and nature’s wonders. When I wrote that “Nigeria is the Greenest Nation in Africa” in my last article, a key component of that positioning statement is “tourism.”
Nigeria is blessed with several enchanting touristic sites, festivals and carnivals across the country.
The Benin Museum in Edo State is treasure trove of history and culture, showcasing the rich heritage of the ancient Kingdom of Benin.
Some of the top attractions at the museum include bronze artifacts, ivory carvings, textiles and fabrics, and ceremonial objects.
The Benn Moats, also known as the Great Benin Wall, is a remarkable historical structure that played a significant role in the kingdom’s defense and social organisation.
The moats were part of an extensive network of earthworks that surrounded the ancient Benin, covering over 16,000 kilometres.
Olumo Rock in Ogun State is a massive rock formation which offers stunning views and natural tunnels, while the Agbokim Waterfall in Cross River State is a breathtaking waterfall that features seven cascades surrounded by lush green vegetation.
At the Ikogosi Warm Spring in Ekiti State, the warm spring and cold spring meet at a juncture, yet maintain their distinct properties.
In Badagry in Lagos, the historic town showcases relics and artifacts from the slave trade, including the first storey building in Nigeria.
The Kano City Wall offers a glimpse into the ancient city’s rich history and cultural heritage, while the Osun Sacred Grove, a UNESCO World Heritage Site, is the home to the goddess of fertility, and features various shrines and effigies.
The Yankari Game Reserve in Bauchi State and Lekki Conservation Centre in Lagos also offer significant attractions.
For some of these sites that have deteriorated over time due to lack of care and mismanagement, the federal and state governments hosting them should come up with action plans to revive and restore them.
By now, Tinapa Resort, a visionary idea conceived when Donald Duke was the governor of Cross River State, would have been raking in billions of naira in revenue, but the dream died.
Can the resort designed to offer a mix of business and leisure, including a movie production studio and casino, be revived?
What of the Obudu Mountain Resort, also in Calabar, Cross River State? Again, this resort would have been a paradise and money spinner by now.
It is not too late to revive the resort with stunning views and temperate climate.
A major attraction for fun lovers and holiday makers in Lagos is “Detty December,” a slang for the highly festive and lively end-of-year revelry in December, which is gradually becoming a global phenomenon.
While originating in Nigeria, the concept has spread with Lagos becoming a major destination for both cultural immersion and festive celebration.
Detty December delivered significant economic impact in Lagos last year. Most bookings for accommodation at hotels, apartments and event venues for this year’s Detty December have been concluded.
Don’t be surprised if flights into Nigeria for Detty December 2.0 have been fully booked as the world is coming to Nigeria.
Apart from being the 5th largest economy in Africa, Lagos has also earned the reputation of being the “Entertainment Capital of Africa,” arising from the month-long frenzy of large-scale concerts featuring local and international artistes, private beach parties, and high-profile weddings, attracting local and Nigerian diaspora back home for celebrations that elevate the vibrancy of the city.
As we mark 65 years of nationhood, let very Nigerian say boldly, “I’m a proud Nigerian.” Wear a Nigerian lapel pin or place a Nigerian flag on your office desk or dining table at home with pride. Let us continue to humanise our experiences at every touchpoint worldwide and build a stronger Nigerian brand.
Also read: FG’s Pension-backed Loan Scheme to Empowers Nigerian Retirees
I congratulate all Nigerians on our 65th anniversary epoch. God bless Nigeria.
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By Bola BOLAWOLE,
Thursday, Ist October, 2026, Nigeria celebrates its 66th anniversary. Is there anything at all to celebrate? I know opinion will be sharply divided on this score.
Also read: Nigeria @ 66: ‘The Nation’s Destiny Begins in Our Communities’ — Oba Makama
There are those who will say there is nothing really to celebrate while others will say comme ci, comme ca! Neither good nor bad.
There is still cause for cheers all the same, yet some will say. It can be better, but we should be careful not to throw the baby away with the bath water.
In other words, we should appreciate whatever progress has been made while pointing the way forward. Sixty-six years may be a long period in the life of a person but it is like the very first step taken, as the Chinese would say, in a journey of 1000 years.
A better way to understand this is to note that there are countries/civilizations that have existed even before the birth of Jesus Christ!
Some of the oldest civilizations/countries in the world are said to be Iran, Egypt, Vietnam, Armenia, China, India, Georgia, Ethiopia, Greece, Japan, San Marino, France, Bulgaria, Nepal, Portugal, Mongolia, Thailand, Andorra, Switzerland, and Spain.
Note that except for Egypt, no other African civilization/country is mentioned in the list, but we shall soon return to that.
Iran’s civilisation is traced to c.3200 BCE; Egypt, c. 3100 BCE; Vietnam, c. 2879 BCE; China, c. 2070 BCE; India, c. 2000 BCE; and so on and so forth.
Does it then mean that there are no ancient civilizations in Africa that measure up to those mentioned above? How about our ancient empires and kingdoms – Mali empire, Songhai empire; Kush, Azom, and Zimbabwe, among others? A unique feature of the European, Asian and Arabic countries mentioned above is that colonialism and/or military conquest notwithstanding, they have stoutly maintained their distinct cultural identities.
Thank God for archeology: The Iho Eleru (formerly Iwo Eleru) rock shelter in Isarun near Akure, the Ondo state capital, has yielded the oldest known human fossil remains in West Africa, dating back approximately 13,000 years.
What this indicates is that there has been human life in that area for a much longer period than is recorded for some of the so-called oldest countries or civilizations of the world.
The various bronze heads of Ife and Benin, for instance, showed the superior technological development of our fore-fathers, at some point, compared to Europe and other parts of the world.
How come, then, that none of our ancient cities and civilizations are mentioned in the league of Iran, China, Japan, etc.?
The simple reason could be that colonialism erased our pre-colonial history, achievements and identities.
Any student of History at the then University of Ife (now Obafemi Awolowo University), Ile-Ife), who studied at the feet of Dr. Ishola Olomola (as he then was), whom some of us nicknamed “Tekrur” because of the way he produced the name, must have answered the question “Africa has no history: Discuss.”
To them, our history – and existence – started with the coming of the colonialists and their “discovery” of our existence! Thus, it was Mungo Park who “discovered” the River Niger, notwithstanding that he was led to the river by locals (natives) who had lived side-by-side the river for God-knows-when! On our part, we acquiesced in the erasure and have not only carried it forward but have also deepened it.
Africans were not the only people subjected to colonial rule or slavery, but while others struggled to maintain their cultural identities, we were just too glad to abandon ours and swallow what the colonizers imposed on us hook-line-and-sinker.
For those who may not know, the Indians, like us in Nigeria, were also colonized by Britain; so also what is today called Pakistan and Bangladesh. Parts of China were at some point colonized by Japan; so also the Korean peninsula (known today as North Korea and South Korea).
While those countries threw away the yoke of colonialism, maintained their cultural identities and retraced their history back to pre-colonial days, those of us in Africa have chosen to forgo our pre-colonial history and identities. Gone are our indigenous language, religion, mode of dressing, culture, ways of life, customs, traditions and beliefs. We are happy – in fact, the mark of civilization is when we ape the colonizers and distance ourselves from our roots.
But we should have asked ourselves: Why is it that foreign countries, including ex-colonies like us, teach their children in their own language while we abandon ours and learn instead in the foreign language imposed on us by our erstwhile colonial masters? Those of us who travel abroad for studies must first learn their own language.
Is it true that the original idea behind the founding of the then University of Ife by the Obafemi Awolowo government of the Western Region was to conduct learning in the Yoruba language, hence the Motto: For Learning and Culture? But the military struck in 1966 and the rest, as they say, is history! Why have we abandoned our own religion and belief systems for those of foreigners who still keep theirs? Why do we despise everything that is ours but embrace what is theirs, even when it is clear to us that it is not working, and cannot work for us?
When we say Nigeria is 66 years old, it does not mean that the various nations and people making up Nigeria are 66 years old.
The Yoruba, Hausa, Igbo, Bini, Jukun, Kanuri, etc are hundreds, if not thousands of years old. They have also created civilizations that, at their apogee, compared to, even surpassed, anyone mentioned above.
When the Lugardian Experiment of 1914, as it is derisively called by those opposed to it, is abandoned, then the various ethnic nationalities making up Nigeria will be free to retrace their history back beyond 1914 to an era that compares favourably with those mentioned above. The contraption called Nigeria is, thus, a prison of sorts and an eraser of history.
Nigeria may be 66 years old but the Yoruba, Igbo, Hausa, Bini, Jukun, Igala, Ijaw, Idoma, and many others are certainly not. They are thousands of years older than Nigeria.
And therein lies a fundamental problem: When we say 66 years are but like the twinkle of an eye in the life of a nation, which nation are we referring to? Is it the various nationalities that make up Nigeria? Ahmadu Bello reportedly referred to Nigeria as the “mistake of 1914.” In his book, Path to Nigerian Freedom (1947), Obafemi Awolowo referred to the same Nigeria as “a mere geographical expression.” One Hundred and Twelve (112) years after the amalgamation, has Nigeria stopped being a mistake or a mere geographical expression? Even those who publicly profess their love for Nigeria, are they more than Nnamdi Azikiwe who prefer to live for Nigeria rather than die for it? “Why die for Nigeria when you can live for Nigeria”, Zik was quoted as saying!
In the Olympics, World cup, UEFA and European League competitions, big and small nations compete as sovereign nations. Countries not as big as my native Ondo state compete as nations. Then I wonder why a similar thing cannot happen here.
Why shouldn’t the Yoruba have their own nation or country? Why shouldn’t the Igbo have their dream Biafra? Why shouldn’t any other nationality in today’s Nigeria that wants to break away do so and form their own country? Why must we continue to force strange bedfellows to cohabit with bad blood flowing endlessly in their veins?
In the United Kingdom as we speak, the three other components of Northern Ireland, Scotland, and Wales are itching to go their separate ways.
Scotland has twice failed (in 1979 and 2014) to meet the threshold in the referendum for independence; still, its leaders are making another move.
In Spain, Catalonia’s independence movement has not relented. In 2017, it caused a constitutional crisis that nearly forced Spain on its knees.
The Soviet Union behemoth broke into 15 independent countries in December 1991. That break has not prevented Russia, the largest rump of the erstwhile USSR, from retaining its status as a superpower-nation.
Comrade-President Jozip Broz Tito’s much-beloved Yugoslavia fought a decade-long and bitter civil war (1991 – 2000) before splitting into six or seven independent countries. In contrast, Czechoslovakia’s “velvet divorce” led to the Czechs and Slovakians peacefully going their separate ways on January 1, 1993.
The “divorce” that separated Singapore and Malaysia was not as pleasant.
Malaysia considered Singapore a drag on its economic and political development and expelled it from the federation on August 9, 1965; similar to what Major Gideon Orkar and his fellow coupists wanted to do to some states in the North of the country with their failed coup of April 22, 1990. Singaporean leaders wept after their expulsion.
Many thought the end had come for the small, arid and resource-less island. But Singapore’s leaders, led by the iconic Lee Kuan Yew, pulled themselves up by their bootstraps and, today, Singapore is one of the most prosperous countries in the world, with its GPD surpassing even that of Malaysia. Singapore’s GDP is $659.57 billion while that of Malaysia is $516.4 billion
Let those advocating for the restructuring of Nigeria on the account that the North of this country which, today, is considered a drag on the country, will suffer, take note of this.
I advocate for restructuring because I believe it can prove the elusive solution to Nigeria’s problem as it will compel everyone to buckle up and work, putting an end to the present system of monkey dey work, baboon dey chop.
With both monkey and baboon rolling up their sleeves and sweating it out – as was the case with Malaysia and Singapore – what a win-win solution that will be!
The alternative to a peaceful resolution of the Nigerian quagmire could be another civil war – God forbid! The experience of the civil war of 1967 – 1970 is there to warn us.
If that is not fresh enough, we have seen Liberia, Sierra Leone, Rwanda, Sudan, Ethiopia/Eritrea and, of course, Kosovo.
Many of the independent countries mentioned above are not half as big or richly-endowed as the nationalities fighting for their own independent status here in Nigeria – such as Biafra and Oodua.
Seperation has helped India and Pakistan to both become nuclear-power nations.
The experience of other countries that parted ways in Europe also points to the fact that separation may not necessarily be a bad idea afterall.
It can even prove the catalyst that we need for the rapid socio-economic development that has eluded us for 66 years.
Also read: Nigeria @ 66: ‘The Nation’s Destiny Begins in Our Communities’ — Oba Makama
While wishing Nigerians happy celebrations, let us also serve a note of warning that a stitch in time saves nine!
Opinion
Why Are Football Fans Expecting Trophy Haul from Man City’s 114 Breaches?
Published
24 hours agoon
September 30, 2026
By Tai Emeka Obasi,
It is exceedingly terrible for clubs operating in a league as supremely elite as the English Premier League, EPL, to fraudulently cheat themselves to massive success.
Also read: Arteta Confirms: Myles Lewis-Skelly Stays at Arsenal
Rules are rules, and supposedly responsible club managements should comply with them in administering a game termed the beautiful game.
Manchester City is currently in the eye of the storm for all the wrong reasons.
A whopping 115 breaches were brought against the club, with reports now indicating that an independent commission found City guilty of 114 of them.
The club, however, maintains that the Premier League process remains ongoing, with significant elements still to be completed and subject to strict confidentiality.
Manchester City chairman, Khaldoon Al Mubarak, has appealed to the fans to remain calm and faithful, insisting that the club will continue to defend its position and pursue the available legal process.
According to reports, Manchester City is expected to appeal the verdict. The sanctions have not yet been announced, and the possible consequences could include a heavy fine, points deduction, stripping of titles or even relegation.
From the available reporting, however, there is no basis for football fans to start celebrating the prospect of receiving Manchester City’s trophies.
Even if titles were eventually stripped, the relevant period under investigation is 2009 to 2018.
During that period, Manchester City won three Premier League titles, in 2011/12, 2013/14 and 2017/18, as well as three League Cups, in 2013/14, 2015/16 and 2017/18.
That immediately puts a different complexion on the matter.
For instance, Manchester United finished runners-up to City in the 2011/12 and 2017/18 Premier League seasons, while Liverpool finished second in 2013/14.
But whether those titles would actually be reassigned to the runners-up is another matter entirely.
There is no automatic rule that says a stripped title simply moves to the team that finished second. Any such outcome would depend on the eventual sanction imposed by the relevant authorities.
The same applies to Arsenal and the League Cup. Arsenal were beaten by City in the 2018 final, but that does not mean Arsenal would automatically inherit the trophy if City were sanctioned.
Expert opinion has suggested that the eventual punishment could include a substantial financial penalty and a huge points deduction, potentially severe enough to threaten City with relegation.
But until the sanction is formally determined, nobody can say with certainty what punishment Manchester City will receive.
For Gunners fans, therefore, we should lower our expectations from City’s debacle. Even if Manchester City are eventually found guilty after the appeal process and even if they are relegated, Arsenal will not stroll to this season’s title.
Our last match against Brighton and Hove Albion is a huge warning that our squad is not as complete as it is generally acclaimed to be.
Also read: Arteta Confirms: Myles Lewis-Skelly Stays at Arsenal
Like we did last season, Arsenal must win the title on the pitch, not wait for Manchester City to lose it in the courtroom.
That is the real lesson.
Opinion
Nigeria’s Creative Economy: From Cultural Influence to Export Power
Published
2 days agoon
September 29, 2026
Nigeria’s creative economy may already have the ingredients of a significant export industry, but its biggest challenge is not creating global demand. It is capturing more of the economic value generated by that demand.
Nigerian music, film, fashion and digital content have established audiences well beyond the country’s borders. Afrobeats alone has become a global commercial phenomenon, while Nigerian creators increasingly operate in international markets. Yet the growth of global reach raises a more consequential economic question: how much of the revenue generated by Nigerian creativity accrues to Nigerian creators, businesses and the wider economy?
That question sits at the heart of a broader opportunity for Nigeria. Unlike many exports, creative products can be developed domestically and sold repeatedly across international markets. A song, film, design, game or piece of intellectual property can generate income long after its initial production, creating opportunities for employment, foreign exchange earnings and business formation.
Speaking at the US-Nigeria Council breakfast during the 81st United Nations General Assembly, UNGA 81, Group Chief Executive of Oando Plc, Jubril Adewale Tinubu, argued that Nigeria should therefore rethink the economic status of its creative industries.
Nigeria’s creative economy is valued at about $6.4 billion, he noted, while the music industry generated more than $600 million in 2024. Afrobeats recorded more than 2.2 billion global Spotify streams, providing a measure of the international demand for Nigerian creative output.
The figures are significant, but the larger opportunity lies in what happens around them.
Global consumption of Nigerian creative content does not automatically translate into equivalent domestic economic value. The revenues generated by a successful creative product flow through a complex ecosystem of platforms, distributors, publishers, labels, investors, managers and rights owners. Without the financial and commercial infrastructure to ensure that Nigerian creators and companies retain a greater share of that value, rising global consumption can coexist with relatively limited domestic value capture.
This is why Tinubu’s proposition is less about entertainment policy than economic structure.
“We need to think about the creative arts differently: not just as culture and entertainment, but as an export industry,” he said.
Such a shift would require Nigeria to approach creative assets differently from traditional commodities. The country’s most valuable creative assets are often intangible, copyrights, catalogues, brands, audiences and intellectual property. Yet these assets are not always easily financed through conventional banking structures.
Developing investment models around them could allow successful artists and creative businesses to move beyond project-by-project income towards scalable enterprises. Stronger intellectual-property protection, more efficient royalty collection, international distribution networks and access to growth capital would also determine how much of the sector’s expanding global value is retained locally.
The foreign-exchange implications are particularly relevant. Nigeria’s export earnings remain heavily concentrated in commodities, especially oil. Creative exports provide another potential source of foreign revenue, while being comparatively less dependent on physical logistics.
That does not make the creative economy a substitute for traditional exports. Its importance is that it broadens the country’s export base and creates economic activity around skills, intellectual property and services.
The opportunity extends well beyond music. Nollywood, fashion, advertising, animation, gaming, publishing, photography and digital media increasingly intersect with global consumer markets. Each can generate export revenue, but each also requires commercial infrastructure to scale.
The central policy challenge, therefore, is moving from celebrating creative success to building an economy around it.
That means creating conditions under which creators can raise capital, protect their intellectual property, build companies and retain a larger share of the value their work generates internationally.
Tinubu captured the broader proposition succinctly: “Our creativity is cultural influence. It is also economic power.”
For Nigeria, the next step is converting that influence into a stronger domestic economic return.
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