Maximizing the Prospects of Nigerian Creator Economy
Joseph Mtemdoo Gbagyo
Lawyer/Publisher
HeforShe Advocate
07076986696(SMS ONLY)
The creator economy refers to the environment where individuals produce, market and monetize their content, products or services, mainly leveraging digital platforms and technologies. We live in a time where anyone can become a self-styled “Creator” however succeeding in the creator economy requires a lot more than a visual presentation, and requires strategic planning and good execution.
The creator economy in Nigeria is not just about dollars, cents and pound. It is a celebration of the country’s rich culture, diversity, heritage and stories. Creators are sharing their experiences, traditions and perspectives, fostering a global appreciation for Nigerian culture. In the new creator economy, creators own their own work as content creators. But they also “own” their audiences and their communications with them, and by owning, they can monetize.
For example, a performing artist, releasing music alone may not be sufficient to become successful in this new creator economy. It is important that artists understand the importance of making content for fan engagement, promotion and marketing of their music. The competition for attention is fiercer than ever before and these additional steps are needed to get the right level of attention for their music but may also open themselves up to a larger audience of people.
A good example of a creator who understands these elements is the Chief Executive Officer of Mavin Record Label, Collins Ajereh, popularly known as “DON JAZZY.” He is one of the most successful music producers in Nigeria and has grown to become one of the most influential content creators in Nigeria, because of the creative ways he markets new talent which engages his audience whether it is the music he is promoting or the product he is marketing. Another example is the famous Twenty-four year old Senegalese -Italian tiktoker, Khabane through the creation of favourable policies and tax incentives. The amendment of Copyrights Act 2022, and the signing into law the Nigeria the Data Protection Act 2023 by President Bola Ahmed Tinubu and the Bill seeking to repeal and reenact the National Broadcasting Act, Cap L11 Laws of the Federation of Nigeria 2004 is step in the right direction which should be for all intents and purposes considered the important legislation in Nigeria where creatives are concerned because of its impact on the treatment of intellectual property.
To win in the creator economy, creator’s must constantly put out content that is in line with the current trends; scoring high for relatability and engagement. However must always adhere to the National Information Technology Development Agency (”NITDA”) Code of Practice for Interactive Computer Service Platforms/Internet Intermediaries (the “Code”) which was signed into law on the 26th of September 2022 for regulatory compliance , Prevention of Nudity/Sexual Content, taking measures on Misinformation and Disinformation, due Diligence and disclosure of information Pursuant to Court Orders.
