Can Ibadan creatives tap into Africa’s booming $35.86 Billion Media Industry?
It is undeniably true that Lagos has been ‘city of Entertainment’. However, Let’s ask ourselves, what about the creative economy contribution others, particularly Oyo State, Ibadan city Creative Economic Ecosystem?
Few weeks ago, a creative (theayogeorge) posted a thought provoking opinion on the internet and remarked ,
“if you are a creative in Ibadan and you are there pursuing your career, you may not likely make it…I want you to know that the opportunities in Lagos CANNOT be compared to any other state. Lagos indeed holds the ace when it comes to creative economy”
You will be intrigued to find the ruckus the above conversation has caused within the Ibadan creative community, birthing several contributions, expressions and objections from various giants of the Ibadan creative and entertainment industry.
The creative community in Ibadan spans across multiple sectors, including film, music, literature, fashion, live performances and digital media. Unlike Lagos, which has long dominated Nigeria’s entertainment and media industry, Ibadan is a growing city set to carve out its own creative eco-system by offering a more cost-effective and culturally rich environment for emerging creatives. The affordable living costs, growing digital access, and an increasing number of creative hubs has made the city into a promising ground for talent development and economic expansion.
Need I mention the rapid growth of technology industry, driving massive startups, innovations, brands creativity and real estate investments. All of these has placed Ibadan in the spotlight for tourists, investors and those looking to reposition or expand themselves or their businesses beyond Lagos.
However, despite its potential, creatives of Ibadan face numerous challenges that stifle their creativity and hinder them from harnessing their full career potentials. While I can testify to many exciting stories of creatives who are still thriving in Ibadan, a deeper examination reveals an intricate web of historical and contemporary challenges that demand attention of all Ibadan Creatives, Government, Policy Makers, Investors and Stakeholders of the Entertainment industry.
This article seeks to explore the struggles faced by Ibadan's creative industry, drawing insights from my unique perspective as an Ibadan entertainment and intellectual property (IP) lawyer.
Ibadan's Creative Economy Industry From the Lens of from an Entertainment and IP Lawyer.
Let’s not be oblivious to the fact that this city has produced renowned talents in various niches of entertainment such as literature, Media, tourism and hospitality, music, film, Live theatre performances, comedy, fashion and beauty, photography, cinematography, creative and visual arts.
Beyond these traditional sectors, the rise of digital innovation and social media platforms has further expanded the creative industry. Today, Ibadan is home to a growing community of content creators, freelancers, influencers, campaign managers, content designers and writers, content production managers, social media managers and strategists e.t.c leveraging digital platforms to display their talents and reach a global audience. The increasing role of artificial intelligence (AI) and new media tools in content production has also transformed the industry, allowing for more efficient and dynamic creative processes.
Many people particularly the youths, have turned to content creation and creativity for empowerment, taking creativity beyond mere entertainment, hobby, leisure or relaxation. Conversations like "pursuing your career and making it in the Ibadan Creative space…" highlight the rapid shift in creative perception as a source of livelihood and a metric for success.
Let’s be honest: If you’re a creative in Ìbàdàn—whether you’re a filmmaker, fashion designer, writer, editor, beauty or lifestyle artist, musician, visual artist, influencer, or content creator—you’ve probably heard (or even thought) that ‘you have to move to Lagos to "blow."
The narrative is everywhere: Lagos is the entertainment capital, the land of opportunity, the place where deals are signed, and where the money flows. Ìbàdàn, on the other hand? Well… "it’s just vibes and amala," right?
But is that the full story?
Is it truly impossible to build a successful creative career in Ìbàdàn? Or are we simply just facing challenges that, with the right strategies we can overcome? Or We are just not ready to begin to take active steps in authoring our very own success stories?
As an Entertainment and IP lawyer with a close daily interaction with the creative industry, I have witnessed firsthand the legal, structural and business struggles creatives in the industry face.
Ibadan creatives’ economic problems have been associated to several frustrating factors, but the top ranking are:
1. Lack of Funding- Unlike Lagos, where corporate sponsors, venture capitalists, and international organizations actively invest in creative projects, Ibadan lacks robust financial support structures. Many talented creatives bursting with potential often find themselves unable to access the resources needed to bring their vision to life, they struggle to finance projects, purchase equipment, or sustain their businesses. Grants, loans, and investment opportunities are not readily accessible, hence creatives rely on personal funds or informal sponsorships. There is a need for a funding network that can connect creatives with both local and international investors. Creatives also need to educate themselves on available funding options, such as crowdfunding, grants, and government incentives. Oyo state government can also contribute by encouraging financial institutions like Smarg, or other creative Fintech available to develop loan products tailored for creatives and freelancers to boost the creative economy.
2. Lack of Infrastructure- Speaking of physical infrastructure, Ibadan is still a sleeping giant, Ibadan's creative industry suffers from inadequate infrastructure. Creatives wail about feeling boxed due to lack of access to essential facilities such as creative studios, rehearsal spaces, and concert or show venues. The few spots available are owned by private individuals and not all creatives can afford the cost of rentals. There had been several calls for the rehabilitation and modernization of the Oyo state Cultural Center by stakeholders for years. The time to answer that call is now! The Oyo state Cultural Center had always been an historic location created to preserve, promote and develop the creative and cultural heritage of Oyo state. The government can also encourage government and private sector partnerships to build creative hubs. The creatives can also establish creative communities, where creatives can share or loan resources to improve their creativity.
3. Lack of Recognition and Support - Too often, Entertainment is seen as mere frivolity of leisure or entertainment rather than a serious economic driver. Creatives struggle to clear the negative stereotypes from stakeholders, including government agencies, corporate organizations, and the general public about their craft and business. There is gross disrespect and lack of support for professionals in the creative industry. This is because of a huge misconception that creatives do nothing but vibes. Ibadan-based creatives feel overlooked by brands, investors, and even the general public and are compelled to leave this city in search of better opportunities. Creatives just want a platform that recognizes and promote their creative entrepreneurship.
Industry networking events like Ibadan Tech Expo, City People Magazine's Recognition of Young Entrepreneurs, Ibadan Music Festival, PICMAC's Content Creation and Graphic Design Training, Lens For Good Initiative, among many others are excellent ways to support and recognize the values our creatives bring into the economy industry.
Repositioning Ibadan as a Creative Economy Hub Ibadan creative economy industry cannot be compared to that of Lagos, but it has immense potential for economic growth and development. Unlocking its full value and potential will requires a strategic shift from all of us, Ibadan Creatives, Government, Policy Makers, Investors and Stakeholders of the Entertainment industry.
To position Ibadan as a thriving creative hub, we need a combination of education, infrastructure, and policy reform.
Empowering creatives with knowledge: Creative economy can best be won when the potential of Intellectual property is well understood. Creatives should invest in Workshops, training programs, and accessible legal resources in protecting and maximizing their work. Understanding your IP Value would help you understand your worth, serving as a guiding map to pricing your services based on skill, market demand, and value provided, rather than emotion or guesswork.
Business Structuring: Having a business plan as a creative is what can foster potential funding and investment. No Government or brands wants to invest, collaborate, award grants or sponsor creatives who lack professionalism in collaborations, do not respect contract terms, lacks clear value communication, or have a reputation that draws bigger possibilities.
Building creative hubs and networks: Building and relying on a supportive community fosters innovation. More co-work spaces, creative incubators, and valuable networking events that connects creatives to their potential investors, industry experts, business mentors or collaborators should be encouraged.
Strengthening policy and legal support: Without strong enforcement of IP rights, creatives remain vulnerable to exploitation. Government policies must prioritize IP protection and create an enabling environment for creative entrepreneurs.
The success of creatives in Ibadan cannot be determined by talent alone but by how well they understand and leverage intellectual property and creativity for financial and economic growth.
This article is for informational purposes only and does not constitute legal advice. Readers should seek professional counsel for legal matters.
This article is written by Olubunmi Apantaku Esq, an Entertainment & IP lawyer and Head of the Entertainment Law & IP Practice at Pelican Crest Legal Practitioners, helping creatives protect and monetize their work.
For consultations, contact: olubunmiabosede@pelicancrestlaw.com or 08146425245
Follow on LinkedIn: https://www.linkedin.com/in/olubunmi-apantaku
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