The Business of Creative Economy – Nigeria

A practical, industry-grounded programme for creatives, entrepreneurs, and business professionals navigating Africa’s fastest-growing creative markets.

COURSE DESCRIPTION

This course equips participants with a thorough understanding of the business side of Nigeria’s and Kenya’s creative economy. Spanning film, music, fashion, digital media, performing arts, and more, it bridges the gap between creative talent and commercial success,  giving participants the tools to launch, finance, protect, and scale creative ventures in two of Africa’s most vibrant markets.

Delivered over four weeks in a hybrid format, the programme combines expert-led lectures, live sessions with industry practitioners, group assignments, and real-world case studies. It culminates in a full business plan presentation evaluated by a panel of industry professionals.

WHAT YOU WILL LEARN

• The history, structure, and current landscape of the global and African creative economy
• Key creative sectors; film, music, fashion, digital media, performing arts, and more
• How revenue is generated across film, music, streaming, and fashion in Nigerian and Kenyan markets
• How to build and pitch a fundable creative business with a clear business model
• Funding strategies: grants, crowdfunding, venture capital, brand partnerships, and sponsorships
• Intellectual property, copyright law, and how to protect your creative work in Nigeria and Kenya
• How to draft basic creative contracts, publishing agreements, licensing deals, talent contracts
• Personal branding, social media marketing, and content strategy for creative professionals
• Gender-equitable storytelling principles and how to audit content for inclusive representation
• The role of AI, VR, AR, blockchain, and digital platforms in reshaping creative industries

LEARNING OUTCOMES

By the end of this course, participants will be able to:

1.  Demonstrate a comprehensive understanding of the creative economy in Nigeria and Kenya, including its key sectors, regulatory bodies, and economic contribution.

2.  Design a viable business model for a creative venture, identifying appropriate revenue streams and marketing strategies relevant to the Nigerian or Kenyan market.

3.  Develop a financing plan for a creative project, drawing on knowledge of traditional and alternative funding sources available in both markets.

4.  Apply intellectual property and copyright principles to protect creative work, and draft basic contracts suited to film, music, or digital media contexts.

5.  Articulate a personal branding and career development strategy aligned with opportunities in Nigeria’s and Kenya’s creative industries.

6.  Evaluate creative content for gender-equitable representation using a structured content audit framework.

7.  Present a comprehensive business plan  including marketing, financial, and legal components to a panel of industry professionals.