Itoto Emmanuel Warns Nigeria's Creative Sector Is Built on Hype, Not Sustainability

Itoto Emmanuel, an executive at Premium Times, has raised alarm over the prevailing conditions within Nigeria's creative sector. He argues that the industry's current focus on hype rather than sustainable systems could jeopardise its long-term viability. This warning comes as the sector has shown promising growth, contributing an estimated 1.4 trillion naira (approximately $3.3 billion) to the Nigerian economy in 2022.

Emerging Concerns in the Creative Sector

The creative industry in Nigeria has rapidly expanded, attracting significant attention both locally and internationally. Despite its revenue potential, Emmanuel states that many creative businesses are not built on solid foundations. He cautions that without sustainable practices, this growth might not be maintainable. According to a report by the National Bureau of Statistics, the sector has seen a growth rate of 12.6% in recent years, further underscoring its significance to the economy.

In Lagos, Nigeria's commercial hub, creative professionals have increasingly voiced concerns over the lack of infrastructure and support systems needed for sustainable growth. Various stakeholders, including filmmakers, musicians, and visual artists, have expressed frustration with the predominance of short-term success models driven by social media hype.

The Role of Government and Institutions

Government involvement is crucial for fostering a thriving creative industry. Emmanuel urged the Nigerian government to create an environment that promotes sustainable growth through training, funding, and infrastructure development. The Federal Ministry of Information and Culture has previously announced initiatives aimed at supporting creative industries, yet many believe these efforts fall short of what is needed.

One proposal includes establishing a dedicated fund to support creative projects, but critics argue that bureaucratic delays hinder effective implementation. As of now, projects aiming for state support often struggle to navigate the existing red tape.

Understanding Hype vs. Sustainability

The term 'hype' often refers to the exaggerated publicity surrounding an event or trend, which can lead to fleeting success. In contrast, sustainability implies a long-term approach that considers the ongoing viability of creative enterprises. Emmanuel's perspective highlights the disparity between the excitement generated by viral trends and the actual operational capacity of creative businesses to thrive over time.

With many emerging creatives resorting to momentary fame rather than building lasting brands, Emmanuel insists that the industry must shift its focus towards developing well-rounded business models that prioritise endurance over immediate visibility. As the sector evolves, it must ask itself: what will happen when the hype fades away?

The Future of Nigeria's Creative Landscape

Moving forward, Emmanuel encourages industry stakeholders to engage in dialogues that address these concerns. A more collaborative approach between creatives, government, and investors could lay the groundwork for a sustainable future. Workshops and conferences are being planned for early 2024 to facilitate these discussions, signalling a proactive step towards a more stable creative sector.

Nigeria's creative industry is at a crossroads, with the potential to become a global leader in cultural export. Yet, if it continues to prioritise hype over sustainability, it risks losing its footing. The upcoming months will reveal whether stakeholders can rally together to create a more resilient environment for creativity to flourish.