Firm Unveils Creative Economy Tracker

Launching the Nigeria Creative Ecosystem Report and Creative Tracker

The UK-Nigeria Tech Hub, a key component of the Digital Access Programme supported by the United Kingdom’s Foreign, Commonwealth and Development Office, has partnered with Tech4Dev (Technology for Social Change and Development Initiative) to unveil the Nigeria Creative Ecosystem Report Dissemination and Creative Tracker. This groundbreaking initiative aims to foster the growth of Nigeria’s creative industry, which includes sectors such as film, music, fashion, and content creation.

At the launch event held in Lagos, Oyinkansola Akintola-Bello, the Director of the UK–Nigeria Tech Hub, emphasized the importance of the tracker in providing essential data on the creative economy. He stated that this data will support informed decision-making for policymakers, investors, and industry stakeholders. The tracker spans seven states across Nigeria’s six geopolitical zones, offering detailed insights into the performance of the creative industry in each region.

The selected states include Lagos, Kano, Cross River, Anambra, Kwara, Plateau, and Adamawa. By mapping the creative industry's landscape, the tracker identifies gaps and opportunities for growth, investment, and innovation. This information is crucial for policymakers to develop targeted interventions, investors to identify areas for growth, and industry stakeholders to capitalize on emerging opportunities.

Akintola-Bello also highlighted that the initiative is part of a broader effort to support the digital economy in Nigeria and other partner countries, including Kenya, South Africa, Indonesia, and Brazil. He expressed confidence that the tracker will drive growth, innovation, and employment in Nigeria’s creative sector.

Micheal John, a senior partner at Avaara Partners and former country manager of Tech4Dev, spoke about the Creative Economy Tracker being an open-source platform. He explained that this allows anyone to access and utilize the data for policy-making, investment, or industry development. John noted that the launch marks the conclusion of the Nigeria Creative Growth and Innovation Initiative.

The research study conducted as part of the initiative shed light on the evolving landscape of Nigeria’s creative industry, revealing both opportunities and challenges. John pointed out that while there has been significant research done in the past, none has focused on the value chain, which involves understanding how value is created from the initial concept through production, distribution, and exhibition.

He further elaborated on the global impact of Afrobeats, which is among the top five music genres consumed worldwide. John shared that the initiative aimed to understand the experiences of average creators in Nigeria. Key questions included where creators acquire their skills, how they come up with ideas, and how easily they can turn these ideas into products. Additionally, the study explored the challenges of distribution, revenue collection, technology usage, and the need for skilled staff.

By addressing these aspects, the Nigeria Creative Ecosystem Report and Creative Tracker provide a comprehensive overview of the creative industry, paving the way for more informed strategies and sustainable growth. The initiative not only highlights the potential of Nigeria’s creative sector but also underscores the importance of data-driven approaches in fostering innovation and economic development.