Creative Economy & Cultural Export

Focus of the Day

Day 4 examines how Nigeria can convert global cultural influence into sustainable economic value. The programme focuses on the creative economy as a driver of exports, jobs and investment, moving beyond visibility to address value capture, intellectual property, financing and technology. Discussions position Nigeria’s film, music and cultural industries as scalable export sectors within a structured global marketplace.

Fireside Chat

From Influence to Income: Who Captures Value in Africa’s Creative Economy?

Nollywood now commands global audiences at unprecedented scale, with Nigerian films shaping popular culture across Africa, the diaspora, and major streaming platforms. Yet the economic value generated by this attention is still largely captured outside Nigeria through foreign-owned platforms, opaque contracting, weak IP enforcement, piracy, and limited negotiating leverage.The strategic question is no longer whether Nollywood travels, but who captures the upside.

This fireside examines how Nigerian filmmakers, production companies, investors, and policymakers can convert Nollywood’s global influence into durable revenue, jobs, and export earnings by strengthening IP frameworks, improving platform economics, deploying innovative financing and monetisation models, and building stronger global distribution strategies. The focus is not visibility, but value retention in Nigeria’s film industry.

Moderator: Stephanie Coker

Speakers:
Nicole Asinugo
Ferdinand Adimefe