The Lagos State Government has identified talent management as the critical missing link in unlocking the full economic potential of Africa’s creative industry, calling for stronger collaboration among government, the media, private investors and industry stakeholders to build sustainable careers for creative professionals across the continent.
The Commissioner for Tourism, Arts and Culture, Mrs. Toke Benson-Awoyinka, made the call in a goodwill message delivered on her behalf by the Deputy Director in the Ministry, Mrs. Olajumoke James, during the That Good Media Roundtable Session held on Tuesday at Eko Hotel and Suites, Victoria Island.
Addressing participants on the theme, “Talent Management as Infrastructure for the Creative Industry,” Benson-Awoyinka described talent as the most valuable infrastructure in today’s creative economy, noting that while Africa is richly endowed with creative talents, weak management structures continue to hinder the sector from achieving its full economic potential.
She pointed to the global success of Afrobeats, Nollywood, fashion, visual arts and digital content as evidence that Lagos possesses world-class creative talent capable of competing on the international stage. However, she stressed that talent alone cannot guarantee lasting success without deliberate investments in professional development, strategic management and institutional support.
“Traditionally, when we speak about infrastructure, our minds go to roads, bridges and power. But in today’s creative economy, talent itself is infrastructure. It is the foundation upon which thriving creative industries are built and sustained,” she said.
According to the Commissioner, natural ability may create opportunities, but effective talent management, continuous capacity development and strategic investment are what transform gifted individuals into globally competitive professionals capable of building sustainable careers and contributing significantly to economic growth.
She disclosed that, in line with Governor Babajide Sanwo-Olu’s THEMES+ Development Agenda, the Ministry of Tourism, Arts and Culture has continued to strengthen Lagos’ creative ecosystem through capacity-building programmes, expanded market access, intellectual property protection, funding opportunities and strategic partnerships aimed at positioning creatives for greater global competitiveness.
Benson-Awoyinka also underscored the pivotal role of the media in advancing the creative economy, noting that its responsibility extends beyond news coverage to shaping public perception, amplifying creative voices, preserving cultural heritage and attracting investment into the sector.
She reaffirmed the State Government’s commitment to working closely with media organisations, development partners, private sector players and creative practitioners to establish stronger systems for discovering emerging talent, providing mentorship, ensuring fair remuneration and creating an enabling environment where creativity can thrive.
“By investing in talent as a strategic form of infrastructure, we are not only building careers; we are building industries, creating jobs and strengthening our economy,” she added.
Earlier, the Founder and Chief Strategy Officer of That Good Media and The Good Media Academy, Mrs. Toyosi Etim-Effiong, described talent management as the essential infrastructure needed to transform Africa’s creative excellence into sustainable global success.
She observed that although African creatives have gained international recognition across music, film, fashion, comedy and digital content, the systems responsible for managing and nurturing talent have failed to keep pace with the industry’s rapid expansion.
According to her, many creatives continue to face weak professional representation, unfavourable contractual arrangements and fragmented business structures, highlighting the urgent need to reposition talent management as a strategic profession focused on career development, value creation and long-term sustainability.
Etim-Effiong also unveiled two flagship initiatives aimed at strengthening Africa’s creative ecosystem. The first, Megowa, is a digital platform designed to connect verified African screen talent with productions around the world, while the second, The Good Media Academy, seeks to train and certify the next generation of professional talent managers across the continent.
She disclosed that the Academy aims to train and certify 10,000 talent managers across Africa by 2030, noting that achieving the ambitious target would require strong partnerships among governments, development agencies, private organisations and industry stakeholders.
Etim-Effiong expressed appreciation to the French Embassy in Nigeria, the Lagos State Ministry of Tourism, Arts and Culture, and other partners for supporting the initiative, while urging stakeholders to invest in the systems and structures needed to secure the future of Africa’s creative economy.
