Many ask this question, answers are given but not proven. “Is Nigeria’s creative industry reducing unemployment and impacting society?” The answer has been “yes.” But because sufficient evidences aren’t being provided
Over the years, Nigeria’s creative industry has grown to unimaginable heights, but only a few people are aware of this growth. Before now, the creative industry of the country was looked down on by individuals, which started from the 1970s into the 1980s and till now. During this time, Nigeria became too dependent on oil money, while sectors such as agriculture, tourism, and the creative industry received less investment and policy support which affected film, theatre, literature, local cinema, music, infrastructure, and arts funding.
Due to economic instability, poor resource management, and structural adjustment policies, the creative industry was forced to shut down. Now the creative industry has evolved, but there is an issue, the ideology of then still has influence on the present. Many still claim that there is no economic value in the creative industry, and lack the knowledge of how far it has grown.
The Nigerian creative industry encompasses a wide range of creative activities, it does not only mean painting or drawing, it also includes entertainment, media, fashion, storytelling, culture, digital content, performance and artistic business, and now it is a combination of culture, talent, business and technology.
Today many graduates are unemployed, they say because there is no job opportunity in the country, but do they ever classify the creative sector as a part of this country? Another question arises: why do the millions of job opportunities that the creative sector provides to graduates go unnoticed? It goes unnoticed because many don’t think of developing a skill required for the creative sector. Everyday news content is creative and based on the creative industry, yet people wonder how, with the ideology of the past still in them: “it is not just drawing”.
The creative industry is like an unending family tree, it has so great a multitude of children under it .we have:
Film Industry
The film industry in Nigeria popularly known as Nollywood, is one of the biggest film industries in the world by volume of productions. This industry is involved in the creation, production, distribution and promotion of movies (television series, documentaries and digital visual content). It has to do with screen writing, story, acting, production, cinema exhibition, streaming, make up, marketing and distribution.
Job opportunities are created directly and indirectly for thousands of people. Major job opportunities in the film industry are tapped in the pre-production and post-production departments.
In filmmaking, the pre-production department consists of script writers, costume designers, actors, directors, producers, cinematographers, camera operators and many more. Post-production consists of film editors, sound engineers, music composers, visual effect artists, animators, film marketers, distributors and many more. Jobs outside this department include continuity supervisors, location managers, production managers, casting directors, lighting technicians, set designers, makeup artists.
Examples of prominent personnel in the film industry include Funke Akindele, Kunle Afolayan, etc.
Music Industry
The music industry creates employment for artists, producers, marketers, technicians, media professionals and many others. The music industry has grown into a global force through Afrobeats, highlife, hip-hop, gospel, fuji, and Afro fusion. Artists from Nigeria now perform internationally and collaborate with global musicians. Job opportunities in the music industry include songwriter, music producer, beatmaker, sound engineer, mixing engineer, mastering engineer, DJ, music manager, talent manager, music promoter, record label executive, music video director, backup singer, dancer/choreographer, music journalist, event planner, stage manager, booking agent, public relations (PR) officer, music distributor and many more job opportunities.
In the music industry, examples of prominent songwriters and music producers include Simi and Don Jazzy, examples of prominent singers include Burna Boy, Tems, Wizkid.
Content Creation and Social Media Industry
This is one of the fastest growing sectors, it includes skit makers, YouTubers, TikTok creators, podcasters, influencers, streamers. With the introduction of social media platforms, many individuals have created jobs for themselves, and anybody can become any of these listed above as long as they have a smartphone and an internet connection. Examples of prominent personnel in this field include Tacoma, Mr Macaroni, Shank Comics, Broda Shaggy, and many more creators. These individuals have utilized these platforms as a source of income and wealth.
Fashion Industry
This industry has to do with trends, fashion and designs. The job opportunities in this industry include fashion designers, models, stylists, tailors, fashion photographers, makeup artists. It also involves Nigerian cultural fashion which are Ankara, Aso Oke, beads, traditional attire, etc.
Fashion is a form of creativity and has significant economic value because it combines art, identity, culture and commerce. Examples of prominent personnel in this field include Veekee James, Prudent Gabriel.
Comedy Industry
Comedy is now a serious business in Nigeria. It includes stand-up comedy, online skits, and stage performances. People now get paid for making their fellow human beings laugh. Examples of people in this industry are Basketmouth, AY the Comedian, Emmanuella, Broda Shaggy.
Photography and Videography
This has created job opportunities more than imagined due to its use in social media, weddings, events, advertising, branding and so much more. People now earn through event coverage, music videos, documentaries, commercial shoots, videography, live streaming, creating careers documenting weddings, concerts, parties and luxury events. Through cinematic production and digital editing, job opportunities include photographers, color graders, editors, drone operators, camera assistants, lighting crew, sound designers. That and many more are how the creative industry generates employment indirectly and directly.
Cartoon Industry
The cartoon industry in Nigeria consists of different sectors where cartoons, comics, illustrations, and animations are created and used for education, entertainment, advertising, and journalism. A cartoonist is an artist who creates cartoons, comics, illustrations, caricatures, animated characters, and visual stories for newspapers, magazines, books, television, advertising, and digital media. Cartoonists draw editorial cartoons for newspapers and magazines, create comic strips and comic books, design characters for animation and films, create political cartoons that comment on government and society, design advertising cartoons for brands and companies, produce online content for websites, blogs, YouTube, and social media, create children’s educational cartoons, and develop visual storytelling content for NGOs and organizations.
The cartoon industry creates direct and indirect jobs for cartoonists, illustrators, graphic designers, animators, story writers, script writers, voice actors, video editors, publishers, social media content creators, and marketing professionals. As demand for digital content grows, more young people can earn income through freelance cartooning, animation, comic creation, and online publishing.
The cartoon and animation industry contributes significantly to reducing unemployment by creating opportunities for artists, illustrators, animators, writers, voice actors, editors, and digital content creators. In Nigeria, the industry is gradually expanding through newspapers, advertising agencies, animation studios, comic publishing, and online media platforms. Beyond job creation, cartoonists educate the public, promote culture, entertain audiences, and support national development through visual communication.
Examples of popular cartoonists include: Francis Umendu Odupute, one of Nigeria’s notable cartoonists. He is a visual artist, journalist, and editorial cartoonist; he has wona number of international media awards and is the founder of African Press Cartoon, a media outfit that uses press cartoons and comics journalism to communicate for societal change. He is also the initiator and curator of the Cartoon Africa International Biennial (CAIB) festival. Others include Tayo Fatunla, internationally recognized comic artist. Creator of Our Roots, a comic series that teaches African history and culture; and dele jegede, one of Nigeria’s most influential political cartoonists, known for using cartoons to comment on corruption, politics, and society.
This and many more are how the creative industry generates employment directly and indirectly.
The creative industry, unlike other industries, is based on imagination, originality, talent, performance and intellectual property. Unlike factories which produce cement, steel, rubber, and paper, the creative industry produces films, music, stories, visuals, experiences, emotions, entertainment, and cultural identity.
So when the question is asked again: Can Nigeria’s creative industry reduce unemployment? The answer is yes, but the new question is: When will Nigeria’s creative industry be accorded the attention and national importance it rightly deserves?