In a bold analysis of Africa’s creative landscape, Dr. Bada Akintunde-Johnson set out a transformative vision for the continent’s creative industries. He challenged outdated models and proposed fresh strategies. These strategies aim to unlock real value for creators across music, film, and digital platforms.

Dr. Bada spoke at the 2025 National Marketing Stakeholders’ Summit organized by MARKETING EDGE. The theme was “New Creator Value: A Reassessment of the Traditional Creative Industry.” As Country Manager of Paramount Africa and co-founder of Africa Creative Market, he joined the panel. He outlined practical ideas to reposition Africa’s creative economy for global relevance.

Dr. Bada opened with a broad view of the creative industries. He examined the state of music, film, television, and digital expression. He noted both opportunities and gaps. Furthermore, he stressed the need for more consistent live performances in Nigeria. These should occur beyond the December festive season.

“There are opportunities back home that we have not been able to monetise,” he observed. “This is due to insufficient or completely absent structures. We would like to see more of them at home, and not just in December for a few weeks. December is a great opportunity that we can touch, feel, and expand on. But what happens with the remaining 11 months of the year?” he asked.

He urged creatives to rethink traditional platforms. They must disrupt the value chain to open new income streams. “It is pretty important that we, as creatives or creative entrepreneurs, look at the challenges across the value chain and reimagine things,” he emphasized.

Dr. Bada noted the slow adoption of digital platforms by brands. He called for diversified monetization strategies. He cited the impressive success of some Nigerian creators on YouTube. However, he acknowledged that most still struggle to earn.

“If you look at our skit makers, and the numbers they are doing on YouTube, it is mind-blowing,” he explained. “They are talking seven figures in dollars. But that is not the reality for most. We need to diversify, position ourselves to monetise digitally, and also take advantage of offline platforms to create more opportunities to earn,” he insisted.

He encouraged creators to optimize content for multiple platforms. They must use data to guide decisions. They should also build direct fan communities on YouTube, TikTok, Instagram, and Patreon.

Introducing the concept of Mefa, he unveiled plans for six concert venues across key locations. These venues will host events all year round. He argued that this model would reduce dependence on seasonal shows. It would also create consistent revenue streams.

He also highlighted the opportunities for filmmakers. They can use free platforms like YouTube to distribute and monetize content. He criticized the economic limits of traditional television. He called for robust audience measurement systems to size the market more accurately. Free-to-air channels could expand opportunities. This can be done by commissioning and licensing content, he added.

“I feel dubbing can be a game changer for our films and stories, particularly on free, ad-supported platforms,” he stated. “Economic challenges are real, and there is no point pretending otherwise,” he added.

Dr. Bada emphasized the value of dubbing films into multiple languages. He also suggested using mobile networks to reach rural audiences. He further urged investment in local digital platforms. This will keep value creation within Africa. “We need to build local platforms and push for African-owned platforms to retain the value we create here,” he declared.

He called on African creators to expand global audiences. At the same time, they must protect intellectual property and direct fan connections. “Creators who master cross-platform optimisation, use data intelligently, and retain ownership of their IPs will capture the most value,” he noted.

During the Q&A session, a participant asked which platforms would attract more advertising spend next year. Dr. Bada predicted that pay TV would continue to lead in revenue. Digital platforms would follow closely behind.

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