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In recent years, the Nigerian creative industry has emerged as one of Africa’s fastest-growing and most influential sectors. From Afrobeat dominating global charts to Nollywood movies premiering on international streaming platforms, the creative economy has proven its significance. Among the notable partnerships fueling this momentum is the involvement of international organizations like the United Nations (UN), which has launched several initiatives aimed at supporting creative talents, promoting youth empowerment, and encouraging sustainable development through art, music, film, and fashion. But for many, the big question remains, is this partnership truly impacting the industry at ground level, or is it just another PR move dressed in development rhetoric?
The UN, through various agencies like UNESCO, UNDP, and UN Women, has in the past decade collaborated with Nigerian creatives in efforts to address global issues such as climate change, gender equality, youth unemployment, and social justice. Events like the UN Creative Economy Report 2021 spotlighted Nigeria as a key player in Africa’s cultural landscape. Programs supporting creative hubs, film festivals, and talent incubation schemes have been rolled out, accompanied by large conferences and awareness campaigns.
However, for many local players, the presence of these partnerships feels more ceremonial than transformational. Industry stakeholders often complain about the lack of grassroots reach, with most collaborations appearing in the media and on conference stages but not translating into tangible benefits for everyday creators. “We see the big banners, hear the speeches, but what happens when the cameras leave?” questions a young filmmaker based in Lagos. This sentiment is shared widely across sectors, from visual arts to fashion and music.
Another criticism lies in the selectivity of beneficiaries. It’s often the same faces, a circle of known influencers and brand-friendly creatives who are repeatedly called upon to represent the country’s talent pool at international summits and UN-sponsored events. This has led to concerns about gatekeeping and the exclusion of diverse voices that truly reflect Nigeria’s rich and multifaceted creative community.
Yet, it would be unfair to disregard the progress entirely. Initiatives like UNESCO’s support for African film production, UNDP’s creative innovation hubs, and collaborative campaigns with Nigerian musicians addressing social issues have created pockets of opportunity. In 2023, the Naija Creative Youth Summit supported by UN agencies provided workshops and networking opportunities for hundreds of emerging talents outside the usual elite circles.
The challenge, however, remains visibility and sustainability. For the average upcoming creative, accessing these UN-backed opportunities is still a distant dream. While partnerships are announced and celebrated, mechanisms for follow-up, long-term support, and local capacity building seem weak or non-existent. This raises valid concerns about whether these collaborations are strategic solutions to industry challenges or just PR checkboxes for global organizations eager to tick “Africa” on their engagement portfolios.
Ultimately, for the UN’s involvement in the Nigerian creative industry to be meaningful, it must go beyond branding exercises and conference keynotes. It needs to embrace grassroots collaborations, invest in infrastructure, amplify marginalized voices, and work hand-in-hand with local communities year-round. Only then can it transition from being perceived as a symbolic partner to a genuine driver of creative industry growth in Nigeria.