The business of culture: why investors should pay attention to EWA 2025

By Mofeoluwa Awe

For decades, the global spotlight on Nigeria was anchored by our oil and gas sector. Today, the creative economy has emerged as a dynamic engine commanding attention. With a projected growth to $15 billion before the end of 2025, this sector is rapidly reshaping Africa’s economic narrative.

Entertainment Week Africa (EWA) 2025 stands deeply rooted at the intersection of this transformation as a cultural and commercial platform that represents a structured, high-yield investment opportunity. By consolidating creative assets, EWA offers a centralized point of entry for capital into a diverse, high-growth market.

The old models of investment are yielding to new ones, where cultural influence and economic value are inextricably linked. The sheer scale and diversity of EWA ensure it captures the full spectrum of the creative economy. Investing in EWA is an investment in Africa’s culture, which is now its most valuable export, poised to create jobs and shape global trends for decades.

City Festival to Continental Platform

EWA’s story is one of strategic evolution. It originated as “Entertainment Week Lagos,” an event that underscored Lagos’s status as a creative hub. Recognizing the boundless potential and the desire for a truly pan-African collaboration, Livespot60 (the organizing firm) made a pivotal decision to scale the event. The transition to Entertainment Week Africa aims to centralize, formalize, and export African creativity on a global scale.

A Multi-Sector Investment Showcase

EWA 2025 features an integrated portfolio of cultural and commercial hubs, each presenting a distinct product and investment proposition within the creative economy:

Labspot Hub: This is the core of the EWA conferencing experience, hosting expert-led panels, startup pitch sessions, practical masterclasses, and hands-on workshops. It represents an investment in human capital and scalable new business models.
EWA Content Market: This marketplace is designed for content discovery, licensing, and dealmaking. It connects filmmakers, producers, and music artists with global buyers, distributors, and sync agents actively looking for original African content, offering a direct route for content licensing and distribution investment.
The Music Hub: Tapping into Africa’s evolving soundscape, this hub houses the EWA Music Camp, where artists, producers, and entrepreneurs connect, create, and build. It provides investors with a direct talent pipeline and a platform for monetizing live experiences.
The Film Hub: This space spotlights emerging talent by screening the latest releases from top independent filmmakers, from short films to new movies and shows. It focuses on showcasing and attracting capital to the future of African storytelling and independent film production.
Gen Z Republik: A multisensory, pop-culture-driven space that sparks conversations around creativity and well-being. It is a key area for targeted audience insights and innovative brand engagement.
Live Café: This continuously active venue hosts pop-up events, comedy shows, and fashion showcases throughout the day, representing prime real estate for experiential marketing and real-time brand activations.

The Strategic Core: Livespot360 & LABSPOT CSED

The business structure of EWA is anchored by its commitment to enterprise support and its powerful organizing body.

At the center of EWA’s operations is Livespot60, a 360 creative powerhouse driving culture through creativity, whose rich portfolio and expertise cuts across Content, Platforms, Experiences, and IPs. Their track record with globally recognized events and artists underscores their capability. For investors, partnering with Livespot60 means leveraging a professional team with a deep understanding of both the creative landscape and the business of culture.

The Labspot Creative Skills and Enterprise Development (Labspot CSED) initiative is the foundation of EWA’s professional approach, focusing on creating investment-ready ventures:

Skill Development: Labspot CSED provides continuous access to practical skills training and creative business development, empowering youth, women, and MSMEs across the continent. The initiative has already trained over 600 creative professionals.
The Deal Room: This platform helps founders building scalable creative businesses in tech, music, film, and fashion refine their models and access investors and mentors. The Deal Room has helped over 16 startups become investment-ready, raising over $1 million in funding.
Creative Job Fair: Built as the employment engine of LABSPOT, this fair directly connects Africa’s trained creative talent with real career opportunities across the following high-growth sectors: Ai & Tech, Film & TV, Music, Fashion, Live Event, and Entrepreneurship. It is the critical link between upskilling and hiring.

EWA is showcasing culture, actively shaping a professional, empowered community, and providing a de-risked pathway for investment capital to access a burgeoning market.