The Lagos State Government has identified talent management as a key factor in unlocking the full economic potential of Africa’s creative industry, urging stronger partnerships to support sustainable careers for creative professionals.
Eko Hot News reports that the Commissioner for Tourism, Arts and Culture, Mrs. Toke Benson-Awoyinka, made the call during the That Good Media Roundtable Session held at Eko Hotel and Suites, Victoria Island.
The Commissioner was represented at the event by the Deputy Director in the Ministry, Mrs. Olajumoke James, who delivered her goodwill message on the theme, “Talent Management as Infrastructure for the Creative Industry.”
Mrs. Benson-Awoyinka described talent as the most valuable infrastructure in today’s creative economy. She said Africa is blessed with exceptional creative talents but lacks the management structures needed to maximise the sector’s economic value.
According to her, the international success of Afrobeats, Nollywood, fashion, visual arts and digital content has shown that Lagos remains a leading hub for creative excellence.
She, however, noted that talent alone cannot guarantee long-term success. She stressed that strategic management, professional development and institutional support are essential to building lasting careers.
The Commissioner explained that while roads, bridges and other physical projects remain important, talent has become a vital form of infrastructure that drives growth in the modern creative economy.
She said effective talent management helps transform gifted individuals into globally competitive professionals capable of contributing significantly to economic development.
Mrs. Benson-Awoyinka revealed that the Lagos State Government continues to strengthen the creative sector through Governor Babajide Sanwo-Olu’s THEMES+ Development Agenda.
She said the Ministry of Tourism, Arts and Culture has expanded capacity-building programmes, improved market access and encouraged stronger protection of intellectual property rights.
She also highlighted ongoing efforts to increase funding opportunities and establish strategic partnerships that will position Lagos creatives for greater international recognition.
The Commissioner praised the media for its role in supporting the creative industry. She noted that journalists and media organisations do more than report events, as they also shape public perception, preserve cultural heritage and attract investment.
She reaffirmed the State Government’s commitment to collaborating with the media, development partners, private organisations and industry practitioners to strengthen the creative ecosystem.
According to her, greater collaboration will help identify emerging talents, provide mentorship opportunities, promote fair remuneration and create an enabling environment for creativity to flourish.
Mrs. Benson-Awoyinka added that investing in talent goes beyond developing individual careers. She said such investments create jobs, build industries and contribute to sustainable economic growth.
In her welcome address, the Founder and Chief Strategy Officer of That Good Media and The Good Media Academy, Mrs. Toyosi Etim-Effiong, described talent management as the missing infrastructure needed to transform Africa’s creative achievements into long-term global success.
She observed that although African creatives continue to gain international recognition in music, film, fashion, comedy and digital content, the systems responsible for managing their careers have not developed at the same pace.
Mrs. Etim-Effiong said many creative professionals still face challenges such as weak professional representation, unfavourable contracts and fragmented business structures.
She stressed the need to reposition talent management as a strategic profession focused on career development, value creation and sustainability.
The media entrepreneur also unveiled two flagship initiatives aimed at strengthening Africa’s creative economy.
The first initiative, Megowa, is a digital platform designed to connect verified African screen talents with productions across the world.
The second initiative, The Good Media Academy, seeks to train and certify a new generation of professional talent managers across Africa.
Mrs. Etim-Effiong disclosed that the Academy aims to train and certify 10,000 talent managers across the continent by 2030.
She explained that achieving the ambitious target would require strong collaboration between governments, development agencies, private organisations and industry stakeholders.
She expressed appreciation to the French Embassy in Nigeria, the Lagos State Ministry of Tourism, Arts and Culture and other partners for supporting the initiative.
Mrs. Etim-Effiong also encouraged stakeholders to invest in systems and structures that will strengthen Africa’s creative future and ensure sustainable growth for the industry.
Industry participants at the roundtable agreed that effective talent management remains essential to unlocking the continent’s creative potential, attracting investment and positioning African creatives for greater global opportunities.
The Lagos State Government reiterated its commitment to creating policies and partnerships that empower creative professionals, promote innovation and strengthen Lagos’ position as Africa’s leading creative and cultural capital.
