Author Archives: Adedeji Adeyanju

At NECLive 2025, during the panel session titled “Investment & Monetization of the Creative Economy,” Nora Awolowo, Creative Director at Rixel Studios and AMVCA winner, highlighted the challenges faced by African creatives in building sustainable careers.

Talent is not enough,” Awolowo said, emphasizing that success in the creative industry requires not only skill but also business acumen, strategic partnerships, and a clear understanding of monetization models. Awolowo, who worked on one of the biggest projects of the year, Red Circle, and has collaborated with FIFA and other major global brands, brought a wealth of experience to the discussion. Her insights underscored the importance of combining creativity with strategy, and her accomplishments served as a testament to what African creatives can achieve on the world stage.

At NECLive 2025, during the panel session titled “Investment & Monetization of the Creative Economy,” Jide Taiwo, journalist and cultural writer, shared insights on the state of the Afrobeats industry in Nigeria.

“We have only 30 big superstars in Afrobeats here,” Taiwo said, highlighting both the growth potential of the genre and the need to invest in emerging talent. His remarks underscored the importance of supporting rising artists to expand the industry’s reach, build sustainable careers, and strengthen Africa’s position in the global music landscape.

At NECLive 2025, during the panel session titled “Accessing the Global Creative Innovation in a Digital Economy,” A’isha Umar Mumuni, Chief Digital Officer at MTN, highlighted the untapped potential of digital platforms for African creatives.

“YouTube is an advertising platform but we are not using it properly in Nigeria,” Mumuni said, stressing the need for creators and businesses to fully leverage the platform to reach audiences, monetize content, and drive growth in the digital economy. Her remarks underscored the importance of strategic digital engagement to maximize opportunities in Africa’s creative landscape.

At NECLive 2025, during the panel session titled “Accessing the Global Creative Innovation in a Digital Economy,” Funso Finnih, General Manager of Business Growth at MTN, reflected on the evolution of Africa’s music industry.

“In the early 2000s, content was being imported to Africa,” Finnih said, highlighting how the continent once relied heavily on foreign music. He emphasized the significant shift today, as African artists and creators now produce globally consumed content, signaling the rise of a self-sustaining creative ecosystem.

At NECLive 2025, during the panel session titled “Accessing the Global Creative Innovation in a Digital Economy,” Hugo Obi, Founder of Maliyo, highlighted the enormous potential of Africa’s gaming sector within the broader creative economy.

“The video games industry is bigger than the film and music industry combined,” Obi said, emphasizing that gaming represents a massive opportunity for African creatives to innovate, create jobs, and capture global audiences. His remarks underscored the importance of investing in digital entertainment and leveraging technology to expand Africa’s creative influence worldwide.

At NECLive 2025, A’isha Umar Mumuni, Chief Digital Officer at MTN, delivered a keynote speech on “Accessing the Global Creative Innovation in a Digital Economy.” She highlighted Africa’s demographic advantage and its implications for the creative and digital economy.

“Africa has the youngest population on earth,” Mumuni said, emphasizing that this youthful demographic presents enormous potential for innovation, entrepreneurship, and creative growth. She noted that harnessing the energy, talent, and digital-savviness of young Africans is key to driving the continent’s cultural and economic influence on the global stage.

Digital creator Hauwa Lawal delivered one of the most resonant messages at NECLive 2025, explaining how storytelling is central to Africa’s cultural impact. Speaking during the panel session “Powering Africa Through Creative Enterprise,” she highlighted that Nigerian creators are increasingly shaping global narratives by sharing authentic lived experiences.

“The creative economy can only be exported when Africans take ownership of their stories,” Hauwa said. She described how her own work is rooted in a community that feels seen when she creates content about identity, daily life, and social realities. She added that many Nigerians still face strange questions and assumptions outside the country because global audiences are often exposed to limited portrayals of African life. This, she noted, makes it even more crucial for creators to tell fuller, more human stories.

Hauwa further emphasized that digital communities now give creators the ability to reach global audiences without relying on traditional gatekeepers. “The world runs on stories, and African creators can thrive by embracing their own voices,” she said, highlighting the transformative power of authenticity and community in building Africa’s creative influence

At NECLive 2025, Mike Dada, President of AFRIMA and Lead Consultant at PRM Africa Marketing & Communications Ltd., emphasized the importance of self-reliance and proactive action within Africa’s creative industries.

“We need to save ourselves,” Dada said, highlighting the need for African creatives to take ownership of their growth, build robust infrastructure, and create opportunities that showcase the continent’s talent on the global stage. His remarks reflected a broader call to action for the industry to strengthen its foundations and drive sustainable development from within.

At NECLive 2025, digital creator Hauwa Lawal highlighted the uniqueness of individual storytelling in Africa’s creative industries.

“The way I tell a story is different from anyone else,” Hauwa said, emphasizing that every creator brings their own perspective and style to their work. Her remarks underscored the importance of authenticity and originality in connecting with audiences and standing out in the ever-evolving creative landscape.

At NECLive 2025, Dolapo Amusat, Founder of WeTalkSound, highlighted the vital role of community in building sustainable creative businesses in Africa.

He shared that WeTalkSound started as a community before evolving into a full-fledged company, reflecting a broader truth about the creative sector. “Communities are the bedrock of creativity,” Amusat said. “Your content consumers are not just viewers. They feel like they’re part of whatever you’re building.”

Amusat added that the world’s most successful creatives and platforms thrive on strong, engaged communities, making audience involvement a strategic necessity rather than an afterthought.