Afolabi Adovcates Bigger Investment In Creative Industry
Afolabi Adovcates Bigger Investment In Creative Industry
…Says Indigenous Knowledge Must Become Engine for Innovation, Jobs, and Global Relevance
The Chairman of SIFAX Group, Dr. Taiwo Afolabi*, has called for increased investment, stronger collaboration, and deliberate professionalisation of Nigeria’s creative industry.
He said African indigenous knowledge must be moved beyond preservation and turned into a sustainable engine for innovation, economic value, and opportunities for future generations.
Dr. Afolabi made the call while serving as Chairman of the Occasion at the 39th International Conference and 40th Annual General Meeting of the Society of Nigeria Theatre Artists, SONTA, held at Lead City University, Ibadan.
The 4-day conference, which opened on August 19, 2026, was themed: “African Indigenous Knowledge Systems in Performance, Film and Sustainable Futures.”
He was represented by Olumuyiwa Akande, Group Head, Corporate Communications, SIFAX Group.
According to Afolabi, Nigeria’s indigenous knowledge — preserved for centuries through storytelling, music, dance, drama, festivals, proverbs, and traditional arts — remains one of the country’s most significant but underutilised national assets.
“The real opportunity before us is to transform indigenous knowledge into contemporary cultural and economic value,” he stated.
He noted that heatre and film play a critical role* in repositioning this heritage for modern and global audiences.
The SIFAX Chairman challenged creative professionals, scholars, government, businesses, and cultural institutions to explore how indigenous stories can inspire *globally competitive theatre productions and films.
He added that technology must be leveraged* to document knowledge that has for long existed primarily through oral transmission.
Citing the *global success of Afrobeats and African music as a case study, Afolabi said Nigeria’s creative industry has the capacity to drive *economic growth, job creation, tourism, cultural diplomacy, and Nigeria’s global reputation.
“However, to achieve similar influence in theatre, film, and indigenous cultural expressions, we need sustained investment, professionalisation, collaboration, and a deliberate commitment to quality,” he stressed.
Dr. Afolabi urged for deeper partnerships between government, private sector, academia, creative professionals, and cultural institutions.
He said businesses must go beyond sponsorship to provide *investment, technology, capacity building, and platforms* that allow creative entrepreneurs to thrive and scale.
He also charged participants to ensure the conference produces actionable ideas, partnerships, and policy recommendations* that will strengthen Nigeria’s creative ecosystem.
“Let this conference be a bridge between our rich cultural past and the sustainable future we desire,” Afolabi said.
“Indigenous knowledge should not be seen merely as a memory of Africa’s past, but as a resource for determining Africa’s future.”
The Chairman further emphasized the need for *authenticity and responsible storytelling.
He urged African creatives to tell African stories in African voices, free of stereotypes, while projecting the continent’s *diversity, ingenuity, and cultural richness* to the world.
Dr. Afolabi was also honoured at the event with the “Grand Excellence in Leadership Award”* in recognition of his leadership and contributions to the growth and development of Nigeria’s creative industry.
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