Hannatu Musa Musawa, the Special Advisor on Culture and Entertainment Economy, has revealed President Bola Tinubu’s ambitious plan to elevate Nigeria as Africa’s leading creative, cultural, and entertainment hub. The “Destination 2030” initiative aims to transform the nation’s creative sector and boost economic growth.
In a press briefing held on Thursday, Musawa emphasized the administration’s commitment to support and engage with the country’s abundant talent pool. By harnessing the creative space’s potential, Nigeria aims to double its national economy to $1tn within the next eight years.
The initiative encompasses diverse areas, such as literature, music, film, design, visual arts, heritage, and tourism, to promote Nigeria’s cultural identity on a global scale. Musawa believes a robust creative and cultural economy can significantly drive growth, creating employment opportunities for the country’s talented youth.
Nigerian artists, musicians like Burnaboy, Asake, Wizkid, and writers such as Teju Cole and Helon Habila have already gained international recognition, effectively exporting the country’s vibrant culture worldwide. Iconic museums like the Badagry Slave Museum and Gidan Makama Museums add to Nigeria’s rich narrative for global PR and marketing campaigns.
Afrobeats and Nollywood have cemented their positions in global pop culture. At the same time, the Visual Arts scene boasts legends like Enwonwu and the Oshogbo School masters alongside contemporary talents such as Rom Isichei and William Chechet.
Public-private partnerships and funding initiatives will be instrumental in removing barriers to growth for individuals and industries within the creative sector. Musawa highlights ongoing efforts to develop MOWAA and partnerships with renowned architects Adjaye Associates as exemplary collaborations.
Preserving Nigeria’s rich documented heritage, spanning millennia and featuring ancient Kingdoms like Oyo, Katsina, Jukun, and Kano, holds immense potential for promoting the nation’s brand globally. Musawa expresses excitement about the prospects of a sustainable long-term cultural revival, envisioning a treasure trove of opportunities.