Broadcasting
From Content to Capital: Decoding Africa’s Next Media Boom by Reuben Kalu

In today’s economy, media is not just an amplifier—it is the engine that drives growth, perception, and transformation. The latest PwC Africa Entertainment & Media Outlook 2025–2029 paints a striking picture: Africa’s Entertainment and Media (E&M) industry is evolving faster than most global markets, driven by digital connectivity, mobile-first consumption, and the rise of AI-powered creativity.

For businesses, this is not simply a report—it’s a blueprint for how to harness media’s momentum to dominate their categories. Let’s unpack how African companies, entrepreneurs, and brands can convert this digital energy into market leadership.
- Recognize Media as the New Marketplace
The PwC report underscores a powerful truth: media has become the modern marketplace. With Nigeria’s E&M sector growing at 11.2% in 2024 and projected to sustain a 7.2% CAGR through 2029, digital spaces—streaming, gaming, and social platforms—are where audiences spend their attention, time, and money.
This shift demands that every business—regardless of industry—acts like a media company. Whether you sell fashion, fintech, real estate, or food, your reach, relevance, and revenue now depend on how effectively you create, distribute, and monetize content.
Strategic takeaway:
- Build in-house media capabilities or partner with agencies that can handle storytelling, video, and influencer marketing.
- Treat your brand channels (social media, YouTube, podcast, blog) as primary sales platforms, not just communication tools.
- Focus on content ecosystems, not campaigns—create series, themes, and interactive experiences that build community.
- Harness Connectivity as Your Growth Multiplier
Across Africa, connectivity is the backbone of the digital economy. Nigeria’s 107 million internet users and Kenya’s mobile connections exceeding its population signal a mobile-first revolution. By 2029, connectivity spending will exceed $1.3 trillion globally.
However, PwC notes that in Africa, 81% of digital spend goes to connectivity, leaving less for content and advertising. That’s a challenge—but also an opening. As data becomes cheaper and access expands, the share of wallet will shift toward digital content and advertising, meaning audiences will spend more on streaming, gaming, and branded experiences.
Strategic takeaway:
- Prioritize mobile optimization in all marketing and service delivery—apps, mobile-first websites, SMS commerce, and WhatsApp engagement.
- Invest in digital distribution partnerships (e.g., telco collaborations, OTT tie-ins) that extend your content or product access.
- Anticipate lower connectivity costs by 2026–2027 and plan for scale—prepare campaigns and e-commerce funnels that can capture the surge in new online users.
- Move from Advertising to Audience Ownership
PwC predicts that by 2029, advertising will surpass consumer spending globally, growing at a CAGR of 6.1% compared to 2.0% for direct consumer spending. In Africa, Nigeria will lead with 84% of total ad spend going digital by 2029.
This signals a seismic shift from buying visibility to building owned audiences. Businesses that invest in content-driven communities will outperform those relying solely on paid ads. The next advantage lies in first-party data—understanding your audience through engagement, not just impressions.
Strategic takeaway:
- Create content funnels that turn followers into subscribers, and subscribers into customers.
- Develop loyalty programs and newsletters to build direct relationships and own your audience data.
- Use AI-driven analytics to track engagement patterns, predict purchase intent, and tailor communication per segment.
- Leverage AI for Local Creativity and Scale
Generative AI is transforming the creative landscape. PwC highlights how African startups and media houses are using AI to produce local-language content, personalize recommendations, and streamline production. This means African businesses now have access to global-grade creativity at local-scale costs.
AI can also help smaller brands compete with established players by automating design, optimizing campaigns, and generating culturally relevant content at scale.
Strategic takeaway:
- Use GenAI tools for storytelling—translate product stories into multiple languages, generate localized ad copy, or tailor visuals for regional markets.
- Employ AI chatbots and voice assistants to deliver personalized service experiences in vernacular languages.
- Collaborate with local AI startups to co-create solutions around customer insight, predictive analytics, and ad targeting.
- Tap into Africa’s Youthful Digital Culture
Africa’s greatest media strength lies in its youth. Nigeria, Kenya, and South Africa are home to a vibrant, under-35 population that shapes trends through TikTok, gaming, and streaming. The report shows that video and esports are outpacing traditional TV, with Nigeria expected to lead that shift by 2028.
Brands that align with this youth-driven culture will not only gain relevance but also become part of the new cultural economy—where commerce, creativity, and community converge.
Strategic takeaway:
- Build creator partnerships with micro-influencers who drive local conversation.
- Integrate gaming, music, and entertainment sponsorships into your brand strategy.
- Launch interactive digital experiences—from AR filters to gamified campaigns—that tap into youth participation.
- Blend Live and Digital Experiences
PwC’s analysis reveals a rebound in live events and entertainment, with South Africa’s live music ticket revenue projected to grow at 5.9% CAGR and Nigeria and Kenya following closely. This renaissance, amplified by social media visibility, suggests that audiences crave real experiences enhanced by digital touchpoints.
Businesses can merge physical and digital engagement—what’s now called the “phygital” experience—to deepen brand relationships.
Strategic takeaway:
- Combine in-person events (pop-ups, concerts, trade expos) with digital amplification (live streaming, influencer coverage, AR participation).
- Use QR and NFC technologies at events to collect data and continue post-event engagement.
- Create hybrid loyalty experiences that connect offline participation to online rewards.
- Invest in Local Storytelling and Cultural Relevance
The future of African media will be shaped by local voices telling global stories. PwC highlights how AI and OTT platforms are enabling regional storytelling—from Nollywood’s global streaming success to Kenya’s gaming and music content exports.
This shift means businesses must root their storytelling in local identity while maintaining global standards of quality and accessibility.
Strategic takeaway:
- Build brand narratives that celebrate local culture, creativity, and social impact.
- Partner with content creators and production houses who can express your brand values through music, film, or visual storytelling.
- Use vernacular languages and regional humor to improve engagement and relatability.
- Position for Emerging Market Expansion
The inclusion of Mauritius in the PwC report signals a widening E&M scope—new, smaller markets are emerging fast. As digital infrastructure expands, peripheral markets will become high-growth testing grounds for regional expansion.
Strategic takeaway:
- Identify tier-2 markets (like Ghana, Rwanda, or Mauritius) where early entry can secure leadership.
- Develop scalable, lightweight business models—digital-first services, subscription products, or app-based solutions.
- Use cross-border digital partnerships to distribute content or services seamlessly across Africa.
- Build Agility Around Economic Volatility
PwC warns that currency fluctuations, inflation, and regulatory barriers may temper growth. Yet, agility—backed by data—can turn volatility into opportunity.
Strategic takeaway:
- Diversify revenue channels: mix digital ads, subscription, sponsorship, and e-commerce models.
- Invest in financial resilience through hedging and scenario planning.
- Stay policy-aware—engage regulators and industry bodies early to shape digital and advertising policies.
- Redefine Success: From Reach to Resonance
As media converges with commerce, the goal is no longer just to reach millions—it’s to matter deeply to the right audience. Businesses that use media to tell authentic stories, empower communities, and innovate experiences will define Africa’s next decade of growth.
In the words of PwC’s own summary, Africa’s E&M sector is “fast, focused, and future-ready.” So too must be its businesses.
In Conclusion
The reins of power have shifted—from capital to content, from institutions to individuals, from visibility to engagement.
For African business leaders, the message is clear:
Those who master media will master markets.
The next frontier of competition will not be fought in boardrooms or on billboards—but in newsfeeds, screens, and stories that inspire, connect, and convert.
Broadcasting
FG’s Suspension of 15% Fuel Import Duty: A Holistic Step Toward Economic Relief and Market Stability

By Blaise Udunze
In a welcome display of policy sensitivity and economic rationality, the Federal Government has suspended the planned 15 percent ad-valorem import duty on petrol and diesel. This move, announced by the Nigerian Midstream and Downstream Petroleum Regulatory Authority (NMDPRA), is more than a technical adjustment, it is a timely intervention that reflects empathy for the prevailing economic realities confronting citizens and businesses alike.

Just weeks ago, in my earlier article titled, “Tinubu’s 15% Fuel Duty: Taxing Pain in a Broken Economy,” I had argued that the proposed import duty, though designed with reformist intentions, was ill-timed and risked compounding Nigeria’s inflationary crisis. The central message was simple, which is reform must not inflict further hardship on already struggling citizens. It is therefore commendable that the Federal Government heeded that call, demonstrating a rare responsiveness to constructive public criticism. The decision to suspend the 15 percent duty shows that this administration is willing to listen, to adjust, and to prioritise the welfare of Nigerians above bureaucratic rigidity.
Nigeria’s economy is still recovering from the inflationary aftershocks of subsidy removal, exchange rate harmonization, and fiscal tightening. Against that backdrop, any additional import tariff on fuel which is the single most critical commodity in the nation’s cost structure would have triggered a cascade of price increases across transportation, food, manufacturing, and logistics. The government’s decision to halt the policy therefore represents a holistic step toward economic relief and market stability.
When the import duty was first approved in October 2025, it was presented as a forward-looking reform. The Federal Inland Revenue Service (FIRS), led by Zacch Adedeji, proposed the measure to align import costs with local refining realities and discourage importers from undercutting domestic producers. In principle, the idea had merit. It sought to strengthen local refining, promote crude oil transactions in the naira, and ensure a stable, affordable supply of petroleum products.
Yet, good intentions alone cannot override economic timing. The implementation, scheduled for late November, risked amplifying inflation at a time when Nigerians were already grappling with high transport fares, shrinking disposable incomes, and rising living costs. It would also have widened the gap between policy aspiration and market readiness, given that domestic refineries, including the Dangote Refinery and several modular plants, are still ramping up to full capacity.
By suspending the policy, the Tinubu administration has demonstrated that economic reform is not about rigid adherence to plans but about flexibility and responsiveness to market signals. This decision not only stabilizes prices but also strengthens public confidence that government is capable of balancing fiscal goals with social welfare.
The economic logic of this suspension is straightforward that in an energy-dependent economy like Nigeria’s, any increase in fuel import cost transmits directly into inflation. Transport fares go up. Food distribution costs rise. Manufacturing inputs become more expensive. Even small scale traders in the street feel the pinch as diesel prices affect electricity alternatives. Therefore, by preventing an artificial rise in fuel prices, the government has effectively averted another wave of inflationary pressure. It has also given room for other economic stabilisers such as improved power supply, localized production, and currency management to take effect.
Moreover, the NMDPRA’s assurance of a robust domestic fuel supply underscores the government’s effort to ensure market stability while preventing hoarding or profiteering. Its commitment to monitor distribution and discourage arbitrary price increases is a critical safeguard for consumers and businesses alike.
However, while the suspension offers immediate relief, it also presents an opportunity to rethink the broader framework for achieving energy security and local refining growth. If the ultimate goal is to strengthen local refining, stabilize fuel prices, and secure energy independence, there are smarter and more inclusive alternatives than import tariffs. The government should guarantee crude oil supply to modular refineries through transparent contracts and fair pricing mechanisms. Many smaller refineries struggle not because they lack capacity, but because they face erratic access to feedstock. Ensuring predictable crude allocation will allow them to operate profitably and contribute meaningfully to domestic supply.
Instead of penalizing importers through duties, the government can offer targeted tax incentives and financing support for smaller refineries to expand capacity. Access to credit at concessionary rates and tax holidays for equipment importation would accelerate output growth, create jobs, and foster competition. Regulatory fairness is equally essential. The downstream sector must remain open and competitive. The government must ensure regulatory equity so that no single player, whether public or private, dominates the market. Fair competition, not favoritism, will drive efficiency, innovation, and lower prices for consumers.
Nigeria must also address the hidden costs embedded in its energy logistics. The government should invest heavily in energy infrastructure like pipelines, depots, and transport networks to reduce non-tariff costs that inflate fuel prices. Currently, poor infrastructure adds unnecessary layers of cost to the final pump price. Reforming the power sector remains pivotal. Many industries and small businesses rely on diesel generators due to inadequate grid supply. A more reliable electricity system would ease demand for diesel, freeing up supplies for transport and export, while improving overall energy efficiency.
The government should also adopt a transparent pricing mechanism that allows market participants and consumers to understand how fuel prices are determined. Transparency discourages manipulation, hidden subsidies, and monopolistic practices. When prices reflect actual costs, trust grows, and market discipline follows. Such reforms will not only strengthen local capacity but also build a foundation for competition, accountability, and long-term sustainability, which are the true pillars of a resilient energy economy.
As the government nurtures the growth of local refining, it must also guard against a creeping danger of monopolistic capture. Protecting Dangote’s investment as the largest single-train refinery in the world is understandable. The refinery represents national pride and an enormous private commitment to Nigeria’s industrialization. However, promoting a monopoly, even unintentionally, would undermine the very goals of competition and consumer protection. No single operator, however efficient, should control access to crude supply, dictate market prices, or influence import policy. The Petroleum Industry Act (PIA) empowers the government to create fiscal measures that promote investment, but these must be implemented with fairness, transparency, and a clear focus on public interest.
A healthy downstream sector requires multiple active players involving modular refineries, state refineries under revitalization, and independent marketers, all operating on a level playing field. The government must therefore guarantee open access to crude oil, enforce transparent pricing of both feedstock and finished products, and prevent any operator from cornering market advantage through political influence. Monopoly breeds inefficiency, stifles innovation, and ultimately hurts consumers. What Nigeria needs is a competitive ecosystem that rewards efficiency, not proximity to power. A balanced and inclusive market structure is the surest path to sustainable self-sufficiency.
Beyond economics, this policy reversal underscores a deeper truth showing that reform must be humane. Citizens are not fiscal instruments but human beings whose welfare defines the legitimacy of policy. The suspension of the 15 percent import duty shows that the government can still listen, learn, and adapt, which is a welcome shift from the top-down approach that has often characterized Nigerian policymaking. But this responsiveness must become institutionalized. Policymaking should be driven by data and dialogue, not decrees. Stakeholders from refinery operators to transport unions and consumer groups must be part of the conversation before policies take effect. Reform, to succeed, must be sequenced with empathy, not arrogance.
Economic transformation is not measured merely by revenue gains or fiscal alignment, but by how it improves the quality of life of ordinary citizens. A humane reform process ensures that no policy, however noble, becomes a burden too heavy for its people to bear. The reversal of the 15 percent import duty on petrol and diesel is more than a temporary reprieve; it is a course correction toward sustainable and inclusive growth. It demonstrates that reform, when guided by compassion and common sense, can build confidence rather than resentment.
But government must go further to institutionalize competition, prevent monopolistic dominance, and pursue energy self-sufficiency without sacrificing fairness. Only by balancing protection with competition, efficiency with empathy, and ambition with accountability can Nigeria achieve the promise of the “Renewed Hope” Agenda. If this new direction is sustained, the suspension will not merely be remembered as a fiscal decision but as a moment when government rediscovered its moral compass, proving that in economic policy, the best outcomes are those that serve both the market and the people.
Blaise, a journalist and PR professional writes from Lagos, can be reached via: [email protected]
Broadcasting
CBN’s $1 Trn Mirage: Why Nigeria’s Real Sector Holds the Missing Key

By Blaise Udunze
When the Central Bank of Nigeria (CBN) recently declared that the country was on course to becoming a $1 trillion economy through ongoing banking reforms, the statement was met with cautious optimism. To many, it sounded like a long-awaited promise of prosperity as a declaration that Nigeria’s economic renewal is finally underway. But behind the projection lies a critical question, if banking reforms alone drive the kind of broad-based, sustainable growth required to make Nigeria a trillion-dollar economy?

The truth, according to several experts and economic data, is that banking reforms though necessary are insufficient. The structure of the Nigerian economy is still too fragile, the real sector too weak, and the policy framework too inconsistent to sustain such lofty growth. Without targeted reforms that strengthen production, industry, and exports, the trillion-dollar dream risks remaining what one economist aptly described as a “mirage.”
Tilewa Adebajo, Chief Executive Officer of CFG Advisory, did not mince words when he addressed the subject on ARISE NEWS earlier this year. “We said Nigeria already has the potential of a $1 trillion economy. But $1 trillion economy is a mirage. We shouldn’t go there again,” he said. “If you do not have your policies in place, you cannot reach that $1 trillion economy.”
Adebajo’s caution strikes at the heart of the matter, saying potential is not performance. Nigeria has abundant human and natural resources, but poor policy implementation, weak governance, and persistent inflation continue to choke productivity and investment.
According to Adebajo, reforms alone cannot drive growth. “Reforms on themselves cannot be the solution or answer to growing the economy,” he explained. For him, the CBN’s focus on financial sector restructuring must be complemented by microeconomic solutions such as job creation, poverty alleviation, and social intervention policies that ease the hardship of ordinary Nigerians.
“There has to now be a human face,” he emphasized. Economic transformation, he argues, must not only be about GDP numbers but about improving the quality of life for millions trapped in poverty.
While the CBN’s recapitalisation directive aims to strengthen the banking system and attract foreign capital, many industry players insist that banking strength is meaningless without productive outlets for credit. The Group Managing Director of UBA Plc, Oliver Alawuba, made this clear at the Annual Conference of the Finance Correspondents Association of Nigeria (FICAN).
He stated that achieving the $1 trillion economy target “requires not just incremental growth, but structural shifts in how we approach banking, financial innovation, and sectoral development.”
For Alawuba, the real sector in agriculture, manufacturing, and services must become the true engine of growth.
“A vibrant real sector will drive employment, foster innovation, and strengthen the overall economy by reducing dependency on the oil sector,” he said.
Recapitalization alone, he noted, “is not enough; it must be followed by focused lending to strategic areas that promise the highest economic returns.”
This sentiment reflects a broader consensus among economists that credit must flow to where value is created. Yet, Nigerian banks often prefer the comfort of investing in risk-free government securities over financing industrial or agricultural expansion. The result is a financial system that thrives on paper profits but contributes little to real economic output.
Indeed, Nigeria’s real sector has remained under pressure for years. Manufacturing’s share of GDP still hovers around 10 to 12 percent, hampered by erratic power supply, high logistics costs, and dependence on imported inputs. Agriculture, employing over one-third of the population, remains largely subsistence-based and technologically backward. Small and Medium Enterprises (SMEs), which make up 90 percent of businesses and contribute 48 percent of GDP, continue to struggle with limited access to affordable, long-term credit.
Alawuba suggests that this is where the banking recapitalisation drive must meet fintech innovation. By creating products specifically tailored to SMEs such as flexible loan packages, digital lending tools, and market access platforms which banks can unlock exponential growth. He argues that the future of Nigeria’s economy depends on “the strategic alignment of policy, investment, technology, and, most importantly, our collective will to innovate and grow.”
However, achieving this alignment requires more than monetary engineering; it demands a complete rethink of fiscal and industrial policy. As Isa Omagu of the Bank of Industry (BoI) explained during the same forum, “The economy stands on both the monetary and fiscal sides; we need both sides to work together.” While the monetary side stabilizes prices, fiscal authorities must “come in on the issue of governance.” Nigeria’s biggest economic problem, he said, is simple: “We are not producing enough, and we cannot continue to consume imported goods and expect the economy to be robust.”
Omagu’s statement underscores the country’s most pressing contradiction as a consumption-driven economy that produces little of what it consumes. He called for deeper investment in agriculture, infrastructure, and services to minimize importation and reduce pressure on the foreign exchange market. “We cannot achieve a $1 trillion economy without focusing or boosting our production capacity,” he warned.
The Deputy Director of the Banking Examination Department at the Nigeria Deposit Insurance Corporation (NDIC), Emeka Udechukwu, echoed a similar concern. He warned that “without a vibrant real sector, the economy might not grow fast enough to hit the $1 trillion target.” He argued that while the CBN’s loan-to-deposit ratio policy was designed to compel banks to lend more to the productive sector, “fundamental infrastructural deficits” and policy inconsistencies have undermined its impact. “If there is challenge in the real sector of any economy, that economy is already challenged,” he said. “We have to go back to the real sector and do what we are supposed to do.”
This diagnosis aligns with what many analysts have long argued that Nigeria’s economic problem is not lack of money but lack of production. Trillions of naira circulate within the financial system, yet they rarely translate into new factories, expanded farms, or exportable goods. A $1 trillion GDP projection, therefore, may reflect currency devaluation or statistical rebasing more than genuine productivity gains.
The country’s overreliance on oil further complicates the path to sustainable growth. Data from the National Bureau of Statistics (NBS) shows that in the last quarter of 2023, crude oil accounted for over 81 percent of total exports, while non-oil exports amounted to just around N1 trillion. Even though non-oil exports grew by 38.5 percent in early 2024, their value remains meagre for an economy seeking diversification.
Nigeria’s non-oil export base including manufactured goods, agricultural products, and services remains underdeveloped. Experts argue that to escape this trap, Nigeria must learn from Asian success stories like Singapore and Vietnam, where industrialization, export-oriented manufacturing, and human capital investment transformed poor economies into global competitors.
Singapore, for instance, transitioned from high unemployment and poor infrastructure in the 1960s to one of the world’s richest nations through massive investment in education, manufacturing, and technology. Its top exports today include integrated circuits and machinery products that drive global industries. Similarly, Vietnam evolved from an agrarian, war-torn economy to a manufacturing hub exporting electronics, textiles, and footwear worth over $370 billion in 2022. Nigeria, by contrast, has watched its GDP fall from $400 billion in 2013 to around $250 billion by 2023.
Both countries demonstrate that industrialization, not financial speculation, drives long-term growth. As Uchenna Uzo, a marketing professor at Lagos Business School, put it, “Manufacturing and local production are the key things that can set Nigeria apart.” He added that Nigeria can also attract diaspora investment if it builds the right infrastructure and policy stability.
The lesson is clear; a trillion-dollar economy cannot be decreed from monetary policy statements or achieved through banking reforms alone. It must be earned through production, value addition, and innovation. Nigeria’s manufacturing base must expand, its agricultural productivity must rise, and its infrastructure such as power, transport, and logistics must be modernized.
Banking reforms should therefore serve as an enabler, not a substitute, for real sector development. The CBN’s recapitalization drive, while commendable, must be tied to sectoral targets. Banks that expand credit to manufacturing, agriculture, or export-oriented businesses should enjoy regulatory incentives, while speculative investments in non-productive assets should be discouraged.
Equally important is the need to tame inflation and stabilize the currency. As Adebajo noted, Nigeria can only sustain GDP growth of 8-10 percent if inflation is kept below 12 percent. Persistent inflation erodes purchasing power, deters investment, and undermines long-term planning. Without macroeconomic stability, even the best-intentioned reforms will falter.
Furthermore, there must be a coordinated industrial policy that aligns monetary, fiscal, and trade objectives. For instance, while the CBN seeks to strengthen the naira, the fiscal authorities must simultaneously support local manufacturers through tax incentives, infrastructure investment, and export facilitation. Import restrictions, when necessary, should be strategically designed to protect emerging industries without stifling competition.
Nigeria’s SME ecosystem also deserves targeted support. As the Bank of Industry’s Omagu and UBA’s Alawuba both emphasized, SMEs are the backbone of employment and innovation. Yet, they are often the most credit-starved. Government-backed credit guarantees, venture funds, and fintech-driven micro-lending could bridge this gap, helping small enterprises become the foundation of Nigeria’s industrial base.
Equally, agricultural transformation must move beyond subsistence farming to agro-industrialisation such as processing, packaging, and exporting value-added products rather than raw materials. This approach will not only increase farmers’ incomes but also create jobs and reduce pressure on foreign exchange demand. A focus on value chain development from farm to factory to market will ensure that the benefits of growth reach ordinary citizens.
At a time when 133 million Nigerians are multidimensionally poor, according to NBS data, the urgency for real sector reforms cannot be overstated. An economy that depends overwhelmingly on oil exports, consumes more than it produces, and imports most of its essential goods cannot claim to be on the path to a trillion dollars in any meaningful sense.
The government’s projection of achieving a $1 trillion economy by 2030 could still be attainable but only if the country embarks on deep structural reforms. These include ensuring reliable power supply, revamping transport infrastructure, tackling corruption that inflates project costs, and improving governance and policy consistency.
Nigeria must also invest aggressively in education and skills development, following the example of countries like Singapore, which turned human capital into its greatest economic asset. A young, skilled population can drive innovation, entrepreneurship, and technological adoption which is the real levers of modern economic power.
The road to a trillion-dollar economy will not be paved by balance sheets and banking reforms alone. It will be built by factories, farms, and entrepreneurs. It will depend on a nation’s ability to produce, innovate, and trade competitively. It will require a deliberate shift from policy announcements to policy execution, where government actions translate into measurable outcomes for citizens.
Nigeria’s trillion-dollar dream is achievable, but not on the current trajectory. Without revitalizing the real sector, ensuring macroeconomic stability, and investing in people and production, the CBN’s optimism risks sounding like rhetoric detached from reality. Banking reforms may stabilize the system, but only real sector reforms can sustain growth.
In the end, Nigeria’s economic destiny will not be determined in banking halls but in the fields, factories, and workshops where real value is created. The trillion-dollar economy will not come from financial statements, it will come from the sweat of productive Nigerians who, if properly empowered, can transform potential into prosperity.
Blaise, a journalist and PR professional writes from Lagos, can be reached via: [email protected]
Broadcasting
Oluwaseun Dania Unearths How AI will Shape Africa’s Creative-AI Future @ World Bank Forum

Oluwaseun Dania, Technology entrepreneur, creative economy strategist, and Founder of Alpha-Geek Technologies, delivered a major intervention at the World Bank and Eden Venture Group’s Entertaining Change: Next-Generation Media Partnerships for Social Impact and Gender Equality event, introducing groundbreaking ideas shaping the future of African storytelling, AI governance, and digital policy.

Speaking during the knowledge-sharing session on AI for Entertainment Media Content: Advancing Impact and Research, Dania outlined how artificial intelligence can unlock unprecedented opportunities for creators, researchers, regulators, and development partners across the continent.
Key Messages Delivered at the Event
- 1. AI as a Multiplier for African Creativity
Dania emphasized that AI is not replacing creativity, it is amplifying it:
“Africa’s creative sector already shapes global culture. AI gives our stories reach, scale, and economic force.”
He showcased how AI supports script-writing, editing, VFX, audio enhancement, audience forecasting, and rights protection, enabling African creators to produce globally competitive content at significantly reduced cost.
- The Indie-Studio-in-a-Box: A Creative and Economic Breakthrough
Dania introduced the Indie-Studio-in-a-Box, a streamlined AI-powered production model that allows small teams (5–8 people) to execute an end-to-end studio pipeline from a single laptop.
The model includes:
- AI-assisted script development
- Virtual pre-visualization
- Smart on-set production tools
- Automated post-production (clean-up, VFX, edits)
- Multi-language AI dubbing
- AI-enabled IP protection
- Rapid digital distribution
“A complete African studio can now live inside a laptop. That is a transformative shift for creators and the economy.”
- A.I.R.: A Modern Ethical Framework for Creative AI
To ensure AI adoption remains responsible and creator-centred, Dania unveiled the A.I.R. Framework, which sets out three core pillars:
A — Attribution:
Clear rights, consent and credit for creators, performers, and their likeness.
I — Integrity:
Mandatory provenance watermarking to maintain transparency around AI-generated or AI-assisted content.
R — Residuals:
Smart-contract systems that ensure fair, automated compensation whenever a creator’s work or likeness is reused.
- Collaboration with Academia to Tackle AI Bias & Update Creative Curricula
Dania strongly advocated for deep collaboration between the government, Big Tech Companies, the creative industry, and universities to ensure African voices and contexts shape the AI tools used in media.
He stressed the importance of:
- Updating film, media, and computer science curricula to include AI literacy
- Teaching future creators how to recognise, audit, and mitigate AI bias
- Building African-language and culturally relevant datasets in partnership with universities
- Establishing research labs that study representation, inclusivity, and algorithmic fairness
- Creating pipelines between academia and the creative industry to ensure continuous innovation
“If we want AI systems that understand African faces, voices, stories, and social norms, we must build them ourselves, through research, curriculum reform, and proactive academic collaboration.”
- Call for a Creative AI Regulatory Sandbox
Dania called for a NITDA-led Creative AI Sandbox, involving NDPC, NFVCB, NBC, NCC, CBN, guilds, universities, and development partners.
This sandbox would trial emerging AI tools in real productions, ensuring safety, ethics, and scalability.
Telecom3 days agoNCC Cracks Down on Pre-Registered SIM Cards, Tightens Telecom Regulations
News3 days agoFG Unveils Talent Accelerator to Close Skills Gaps, Drive Economic Development
E-Business3 days agoFG Says Digital Innovation is Nigeria’s Quickest Path to Prosperity
E-Financial3 days agoNDIC Asks Nigerians to Report Suspicious Banks, Breaches
E-Business3 days agoUNODC Seeks Tougher Penalties for Revenge Porn Crimes
News3 days agoTop 10 Finalists Set to Showcase Groundbreaking Student Innovations at COUCH 2025 Grand Finale
E-Financial3 days agoMastercard Launches Premium Lifestyle Suite for Elite Cardholders in EEMEA Region
E-Financial3 days agoProparco, Ecobank Seal €10m Trade Finance Deal for SMEs


















