Experts have identified stronger local market confidence, reliable data, and strategic investment in creative infrastructure as the critical elements required to unlock the full potential of Nigeria’s creative economy.
Sam Onyemelukwe, Trace Anglophone West Africa managing director, speaking at BusinessDay’s Creative Entertainment Summit 2026, stated that the primary challenge facing the sector remains the purchasing power of the domestic economy. He urged young creatives and industry stakeholders to maximise existing opportunities, noting that future growth depends heavily on increased domestic investment and consumer confidence.
Addressing the data gap
A significant barrier to growth is the lack of reliable industry data, which continues to hinder effective decision-making. Onyemelukwe highlighted that the seasonal entertainment boom, commercially referred to as “Detty December,” needs to expand beyond Lagos to become a nationwide economic catalyst.
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“There is a data gap, and we are
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