Nigerian comedian Ali Baba has called on the government to bolster its support for the creative industry. During a recent appearance on the Sunrise Show on Channels Television, he emphasized the significance of the creative sector and its potential to drive economic growth in Nigeria.
Ali Baba highlighted the industry’s role as the second largest employer of labour in the country, following agriculture. “The creative industry is the second largest employer of labour after agriculture. Governments over time have failed to realise that this large industry needs development, support, and structure,” he said.
The comedian elaborated on how the creative sector has been neglected in discussions about the Nigerian economy. He pointed to the 2022 Nigerian Economic Summit Group’s forecast, which overlooked the entertainment and creative industry in its 200-page booklet. “The value of the creative industry in Nigeria is beyond the country,” he noted, underscoring the global impact of Nigerian creatives.
Ali Baba also stressed the contributions of Nigerian artists to the country’s global recognition. He cited Burna Boy as a prime example, saying, “Burna Boy has done a lot more for Nigerian national awareness than any ambassador posted to America, the UK, or any other place. Nigerian artists are creating national awareness and making other countries know about us more than any ambassador would have done.”
In his appeal, Ali Baba urged the government to recognise the immense value of the creative industry and to provide the necessary support and infrastructure to help it thrive.
