Afolabi Demands Investment, Professionalisation To Take Nigeria’s Creative Industry Global
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SIFAX boss, Taiwo Afolabi, has called for sustained investment, professionalisation and stronger collaboration to unlock the global potential of Nigeria’s creative industry, particularly theatre, film and indigenous cultural expressions.
Afolabi made the call at the 39th International Conference and 40th Annual General Meeting of the Society of Nigeria Theatre Artists (SONTA), held at Lead City University, Ibadan, where he served as Chairman of the Occasion.
The conference, which opened on August 19, 2026, was themed, “African Indigenous Knowledge Systems in Performance, Film and Sustainable Futures.”
Represented by Olumuyiwa Akande, Group Head, Corporate Communications, Afolabi said Nigeria’s indigenous knowledge, preserved through storytelling, music, dance, drama, festivals, proverbs and other cultural expressions, remains a largely untapped national asset.
He observed that theatre and film have critical roles to play in preserving the heritage while repositioning it for contemporary and international audiences.
“The real opportunity before us is to transform indigenous knowledge into contemporary cultural and economic value,” he said.
Afolabi challenged creative professionals, scholars, government, businesses and cultural institutions to develop indigenous stories into globally competitive theatre productions and films, while deploying technology to document knowledge traditionally transmitted through oral traditions.
He noted that Nigeria’s creative industry could significantly drive economic growth, employment, tourism, cultural diplomacy and the country’s global reputation.
According to him, the international success of African music demonstrates the possibilities when local creativity is professionally packaged and presented to global audiences.
However, he said achieving similar global influence in theatre, film and indigenous cultural expressions would require sustained investment, professional standards, collaboration and a deliberate commitment to quality.
Afolabi also urged stronger partnerships among government, the private sector, academia, creative professionals and cultural institutions.
He said businesses should move beyond sponsorship to provide investment, technology, capacity building and platforms that enable creative entrepreneurs to develop sustainable enterprises.
He admonished participants to ensure that the conference generates practical ideas, partnerships and recommendations capable of influencing policy and strengthening Nigeria’s creative ecosystem.
“Let this conference be a bridge between our rich cultural past and the sustainable future we desire,” he said.
Afolabi stressed that indigenous knowledge should not be treated merely as a record of Africa’s past, but as a resource for shaping its future.
Emphasising the importance of authenticity and responsible storytelling, he urged African creatives to tell their stories in their own voices, avoid stereotypes and showcase the continent’s diversity, ingenuity and cultural richness to global audiences.
Afolabi was also honoured with the Grand Excellence in Leadership Award in recognition of his leadership and contributions to the development of the creative industry.
