Nigeria’s Creative Sector Eyes $100bn Growth in Ambitious Expansion Drive

Nigeria has unveiled an ambitious plan to grow its creative sector into a $100 billion industry by 2030, positioning arts and culture as a cornerstone of national economic development.

The announcement was made by the Minister of Art, Culture, and the Creative Economy, Hannatu Musawa, during a press briefing at the State House in Abuja, following the Federal Executive Council’s approval of a new national policy aimed at monetising Nigeria’s vast cultural and artistic resources.

“This is an exciting time for Nigerian identity, for our traditions, and for our culture,” said Ms Musawa. “Our ministry has committed to contributing and growing the economy by $100 billion by 2030.

We hope to achieve this by putting the right structures in place that will allow the industry to grow organically.”

Turning Culture into Capital

Nigeria’s creative sector encompassing music, film, fashion, visual arts, literature, and heritage tourism has long been recognised for its vibrancy, yet it has remained largely under-commercialised.

The new initiative seeks to change that, treating cultural expression not only as a means of national pride but as a viable economic asset.

According to the minister, the policy aims to tap into both tangible and intangible cultural assets across the country, including historic sites, traditional crafts, and artistic talent, to unlock new revenue streams.

“The creative industry has never been fully commercialised despite its global appeal and potential,” Ms Musawa noted.

“We’re determined to shift that narrative by building sustainable frameworks that support artists and creators, while also attracting investors.”

Two Million Jobs by 2027

Central to the policy is job creation. The ministry estimates that at least two million jobs could be generated by 2027 through the expansion of the creative economy.

These opportunities will span various sub-sectors, including film, design, performance arts, tourism, and content production.

For a country with a predominantly young population and high unemployment rates, the initiative is seen as a significant step towards addressing joblessness and economic diversification.

Strategic Partnerships and Global Engagement

As part of the implementation phase, the ministry has signed a strategic agreement with Moby Group, an international museum and heritage management agency.

The partnership will focus on monetising Nigeria’s cultural assets, including historical artifacts, monuments, and heritage sites.

The monetisation process will unfold in four stages, with the first already completed.

The current phase will involve activating revenue-generating models while ensuring that cultural integrity and heritage preservation remain central to the effort.

“We are using what we have to grow in a way that does not place additional pressure on the economy,” Ms Musawa said.

“Culture is not just for celebration; it is also a vehicle for innovation, economic growth, and global influence.”

A National Rebrand Through Culture

This marks a significant shift in government policy, positioning culture as a central pillar of Nigeria’s economic and global development strategy.

The ministry hopes the plan will not only enhance GDP but also reshape the international perception of Nigeria through cultural exports.

From Nollywood and Afrobeats to literature and digital art, Nigerian creatives have already gained global traction.

However, this is the first time a national policy has placed such a concrete economic target on the sector.

Ms Musawa stressed that the $100 billion goal is more than a projection it is a political and economic commitment to transform the industry into a dependable source of national income.

“If we do this right, Nigeria’s creative sector will become a model for other African nations,” she said. “Culture is more than pride, it is a serious business.”