Nigeria’s creative sector has attracted over $300 million in investment commitments within the last 18 months, according to the country’s Minister of Art, Culture, and the Creative Economy, Hannatu Musawa. The announcement came during the 2025 Ministerial Sectoral Briefing held in Abuja on Friday, as the Federal Government unveiled plans to harness the nation’s rich creative potential to drive economic growth and job creation.
Addressing stakeholders and the media, Musawa revealed that the Bola Ahmed Tinubu-led administration is setting ambitious targets for the country’s creative landscape, including the creation of at least two million jobs and the establishment of creative hubs across Nigeria’s six geopolitical zones.
“In just 18 months, the country has attracted over $300 million in investment commitment in the creative industry,” Musawa stated. “We have created infrastructure and strategic policies that will generate at least two million jobs for Nigerians, especially the youth.”
Positioning Nigeria as a Global Creative Hub
The minister emphasized that the administration is not merely aiming for short-term economic gains but is working to establish Nigeria as a global standard in creative arts, film, fashion, and entertainment. With strategic investments and partnerships already secured, she said the Federal Government is creating the right environment for Nigerian talent to thrive both locally and internationally.
“Our goal is to make Nigeria a global arena of creativity,” Musawa declared. “From film and music to fashion and digital content, we are laying the foundation for the country to compete and lead on the world stage.”
She added that the Tinubu administration is dedicated to empowering creatives through infrastructure, funding, and policy reform. One of the key components of this plan includes the rollout of state-of-the-art creative hubs in every geopolitical zone. These hubs are designed to serve as centers for talent development, production, collaboration, and innovation.
“These creative hubs will become centers of excellence where artists, filmmakers, designers, and innovators can come together to learn, create, and export Nigerian creativity to the world,” Musawa explained.
Strategic Partnerships and Foreign Investment
According to the Minister, the $300 million investment commitment was made possible through a series of bilateral engagements, public-private partnerships, and international interest in Nigeria’s vibrant cultural economy. She noted that this influx of funding demonstrates a growing confidence in Nigeria’s creative sector as a major economic engine.
While she did not disclose all investor identities, Musawa hinted that global media companies, tech firms, fashion conglomerates, and film investors have shown active interest in Nigeria’s creative market, particularly in Nollywood, Afrobeats, and fashion exports.
“We are witnessing an unprecedented level of global attention to our creative industries,” she said. “Nigeria has become the heartbeat of Africa’s cultural export, and investors know that the future of global entertainment and culture has a strong Nigerian flavor.”
Job Creation and Youth Empowerment
A cornerstone of the government’s cultural policy is massive job creation and youth inclusion. Musawa highlighted that with a youth-dominated population and an abundance of untapped creative talent, Nigeria is uniquely positioned to become a continental leader in cultural entrepreneurship and innovation.
“We are not just exporting our music and movies. We are exporting our stories, our identity, and the creativity of millions of young Nigerians who now see the arts as a viable career path,” Musawa said.
She emphasized that the upcoming creative hubs will provide skills development, mentorship, and entrepreneurship training, particularly for young people who are underemployed or looking for alternative careers in the gig and knowledge economy.
Cultural Diplomacy and National Rebranding
The Minister also addressed the role of cultural diplomacy in reshaping Nigeria’s image abroad. She said the creative sector would serve as a soft power tool to promote Nigeria’s positive narrative, counter stereotypes, and attract tourism.
“Culture is the soul of a nation. Through our films, music, fashion, literature, and visual arts, we are telling the Nigerian story in our own words — and the world is listening,” she said.
To support this mission, the Ministry of Art, Culture and Creative Economy is working in tandem with Nigeria’s foreign missions and diaspora communities to project Nigerian creativity on global platforms, including international film festivals, art fairs, and cultural exhibitions.
Next Steps: Implementation and Monitoring
As part of its implementation strategy, the Ministry has established a Creative Economy Task Force to oversee project rollouts, ensure accountability, and monitor the performance of investment commitments. Musawa assured Nigerians that transparency and sustainability remain top priorities.
“We are not building castles in the air. Every dollar committed and every job created will be accounted for,” she assured. “This is about building a legacy economy that goes beyond oil and gas — one that is sustainable, inclusive, and people-driven.”
The Minister concluded her remarks by encouraging all stakeholders — from creatives and investors to community leaders and youth — to join the government in building what she described as “a renaissance of Nigerian culture and creativity.”
