By Manny Ita –
For decades, Nigeria’s most effective ambassadors haven’t carried diplomatic passports. They have carried microphones, cameras, and needles and thread. While our formal embassies often struggle to navigate the complexities of international bureaucracy, the syncopated rhythms of Burna Boy and the relentless storytelling of Nollywood have achieved a feat of soft power that money cannot buy: they have made the world look at Nigeria with envy rather than pity.
Yet, as experts at the recent national symposium on Culture and Diplomacy in Abuja warned, this global dominance remains a product of accidental fame. We are a cultural superpower operating on a developing-nation infrastructure, and if we do not move to institutionalize this passion, we risk losing both our heritage and the economic well-being it promises.
The tragedy of Nigeria’s current creative boom is that it exists in a vacuum of government support. Our artists have conquered the world despite the system, not because of it. We are currently witnessing a digital scramble for Africa, where foreign streaming giants and international labels are the ones harvesting the data, owning the intellectual property, and dictating the narratives.
Without a structured national framework, we are essentially exporting raw talent in the same way we export crude oil—sending the unrefined gold abroad and buying back the finished product at a premium. To turn this cultural passion into individual and national well-being, we must stop viewing art as mere entertainment and start treating it as a strategic national asset.
The path forward requires a transition from accidental to intentional. The Federal Government must look toward models like the British Council or the Alliance Française. We need “Nigerian Creative Hubs” in global capitals—London, New York, Johannesburg, Paris—that serve not just as performance spaces, but as centers for licensing, intellectual property protection, and trade facilitation.
Locally, this must be mirrored by aggressive tax breaks for creative hubs and the establishment of a dedicated “Creative Bank” that understands that a hit song or a viral script is viable collateral. We must also integrate Cultural Attachés into our foreign missions—specialists who understand the business of art and can negotiate the inclusion of Nigerian fashion, film, and music into global trade agreements.
Ultimately, the goal is to transform the Nigerian Brand from a source of pride into a source of prosperity. When a young girl in Aba can design a dress that is protected by international copyright laws and sold globally via a government-supported trade portal, or when a filmmaker in Kano can access low-interest credit because the state recognizes his “soft power” as a national priority, then we have succeeded.
Our culture is our most renewable resource. It is time the Federal Government stops being a spectator to its own success and starts building the infrastructure that ensures the Naija vibe pays dividends for the next generation.
