Nigerian celebrities David Adeleke, Dakore Akande, Zulu Oyibo and Idris Olorunnibe have called for stronger creative exports, cultural exchanges, joint productions and better support for the entertainment industry.
Their support was made known at an event in Lagos on Monday, organized by the President’s Advisory Council on African Diaspora Engagement in the United States (PAC-ADE).
The event aimed to “foster connections” and debates on diaspora-led investments in education, entrepreneurship, health, technology, youth and women empowerment, and creative industries.
US President Joe Biden and US Secretary of State Anthony Blinken announced in September 2023 that PAC-ADE will advise on ways to strengthen cultural, social, political and economic ties between African communities and the African diaspora.
Although this is PAC-ADE’s first visit to the African continent, this event marks the council’s second meeting of the year.
Reflexes
The event featured panel sessions, networking opportunities, and speeches by U.S. Advisory Council board members.
The panellists discussed a range of topics and answered questions from the audience. The discussions highlighted the importance of collaboration, government support and infrastructure development in boosting Nigeria’s creative industries on the global stage.
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Afrobeats star Davido, speaking on the vision of the African music industry, highlighted the global impact of Afrobeats.
“It’s good to come home. Nigerian artists’ songs are played on radio stations and in shopping malls abroad. We now sell the same tickets as Drake and Chris Brown. We have something special here. A song from Nigeria can change your generation. Nigerian artists now get visas easily; they travel around Europe. They are changing the narrative of being African in the world. Music from Africa is changing the narrative,” he said.
Dakore stressed the need for a level playing field and joint production between the United States and Nigeria.
“We need joint productions and co-productions between the United States and Nigeria,” he said.
“American actors now want to be in our movies, just like we’ve always wanted to be in Hollywood. There are real barriers, so we need to make this happen intentionally. It’s about creating avenues for talent exchange programs for actors, directors, writers and other creative professionals to work and learn in each other’s industries, thereby transferring their skills.”
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Ms Oyibo, an award-winning film producer from Inkblots Production, called for government support to emulate the success of the Korean film industry.
“Our films must tell stories that resonate with local Nigerians and those in the diaspora. We have seen how the Korean film industry has grown with great support from their government. We need the same support here. Do what you are doing well, but at a higher level; you cannot do something mediocre and expect international platforms to jump on board,” he said.
Mr. Olorunnibe, CEO of Temple Company and Ogidi Studios, stressed the importance of infrastructure and talent.
“Everyone needs to do their part so that we can reap results. Without the diaspora, we would not be so well known. Content consumption among foreigners helps spread the gospel of African talent. There are two deficits that need to be addressed: infrastructure and talent. We need the business side of skills. Maybe we can launch a diaspora fund as an intervention in the creative industry. Let us develop the infrastructure that will build the industry,” he said.
The audience expressed concern about the obstacles Nigerian talents face in accessing international platforms, including work permits, visa assistance and trade agreements.
Challenges related to the country’s reputation and representation in visa support were also discussed. Other topics included funding, talent development and content monetisation in the Nigerian music industry, particularly on social media platforms.
Observations from the organizers
In his remarks, US Consul Will Stevens stressed the importance of leveraging existing relationships.
He said: “The connections between Nigeria and the United States are built on the foundation of all the work that everyone has done. President Biden created the U.S. Advisory Council on African Diaspora Engagement to strengthen cultural, social, political and economic ties.
“We need African solutions to African problems and to unleash the potential that is here to address the problems we all face.”
Deniece Laurent-Mantey, Executive Director of the President's Advisory Council on African American Affairs, spoke about the critical role of the African diaspora in amplifying the continent's music, art and culture.
“Artists have become architects of change, building bridges and connecting diverse cultures and communities.
“Filmmakers are shedding light on narratives that have been left in the shadows for too long. This event serves as a platform to ensure that creative voices are heard more, that their stories reach further, and that their impact continues to shape global narrative,” she said.
Arun Venkataraman, US Assistant Secretary of Commerce for Global Markets, highlighted the potential of Nigeria’s creative industries. “The arts, film, fashion and music industries are some of the most important, dynamic and innovative globally. Beyond the economic impacts they have on our societies, we know they also have the power to change the way we view each other and the world. The creative industries find a way to bring people together despite the differences that too often seem to divide us. Few industries and companies can boast the power to inspire and connect people.
“Creative industries have the potential to become the country’s largest export sector, creating an estimated 2.7 million jobs by 2050 and adding $100 billion to Nigeria’s GDP by 2030.
“They employ more young people aged 15-29 than any other sector, and women make up almost half of the workforce. We must support a sector that offers equal opportunities for all, from operating technology in music studios to carpentry on film sets.
“These are important jobs in the creative economy. They offer opportunities for those without a four-year college degree and have upward mobility potential. Federal initiatives that support job training, upskilling, and reskilling opportunities, especially in digital literacy, are crucial ways to empower those who want to enter this inclusive and thriving industry,” Venkataraman said.
The well-attended event attracted participants from various sectors of Nigeria’s creative industry, including notable celebrities such as Deyemi Okanlawon (Deyemitheactor), music producer ID Cabasa, former BBN housemate Kim Oprah, actor Williams Uchemba and content creator Tobiszn, among others.