Lagos moves to tap Nigeria’s booming creator economy

By Chinenye Anuforo

The Lagos State Government is set to deepen its engagement with Nigeria’s fast-growing creator economy as Deputy Governor, Dr Obafemi Hamzat, addresses podcasters, content creators and young storytellers at PodFest Naija 2026.

Hamzat will deliver the keynote address at the festival, scheduled for September 25 at Harbour Point, Victoria Island, Lagos, where he is expected to examine the growing intersection of creativity, technology, culture and the future of Lagos.

His participation puts the spotlight on an emerging sector increasingly shaping how Nigerians consume information, entertainment and culture, while creating new career and business opportunities for young people.

From podcasting and digital journalism to film, comedy, music and social media content, Nigeria’s creative ecosystem has expanded beyond entertainment into a wider digital economy where creators are building audiences, attracting brands and developing new sources of income.

The Deputy Governor, an engineer with experience in technology and business, is expected to engage directly with creators and other stakeholders on the opportunities and challenges confronting the sector.

Lagos, widely regarded as Nigeria’s commercial and cultural hub, has remained central to the country’s creative industries, producing content and cultural trends consumed across Nigeria and increasingly exported to audiences around the world.

The PodFest Naija 2026 gathering will bring together prominent voices across media, entertainment, business and digital storytelling, including Funke Akindele, Aproko Doctor, Rufai Oseni, Rolake Akinkugbe-Filani, Babajide Ogunsanwo, Duke of Shomolu, Audu Maikori, Tosin Olaseinde, Fisayo Soyombo, Grace Ofure, Masoyinbo, Salem King, Dr Foy, Toolz and William Benson, among others.

Organisers said the festival is designed to provide a meeting point for Nigeria’s storytelling ecosystem, with activities covering live podcasts, masterclasses, talent discovery, collaboration and discussions around the business of storytelling.

Speaking on the significance of the Deputy Governor’s participation, Tosin Adefeko, Curator of PodFest Naija and Chief Executive Officer of AT3 Resources – The Muvmnt Agency, said Lagos’ influence on African culture makes government engagement with creators increasingly important.

“Lagos creates culture that Nigeria and Africa export to the world: music, film, fashion, comedy, art and increasingly storytelling itself are economic assets; so having the Deputy Governor speak directly to our storytellers is a turning point for this festival,” Adefeko said.

According to him, the government’s presence sends a signal that content creation and storytelling can be developed into sustainable businesses.

“This is government affirming that this is an environment where creators can build sustainable businesses,” he added.

PodFest Naija is backed by Eventful, Dashboard, The Place, Yolly, MTN, DNIL, Afrinvest, Page International Finance Company, Lebara and Sahara Foundation, alongside FMCG partners including UAC, Coca-Cola, Crown Flour Pasta, Beloxxi, Fan Milk and Eve Essentials.

Its media and creative partners include Optimum Exposures, Next Phase Vision Limited, Nimbus Media, BellaNaija, OSG Media, TheCable, Nairametrics, MediaRoomHub, Live with Lynda, NewsCentral, City FM, Citizen FM 97.1, VOP 90.3FM, Radio Jusmen, Glazia Magazine, GAH Media, Naijapreneur and Nevon.

The September 25 festival is expected to attract creators, media professionals, brands, industry leaders and young Nigerians interested in the future of storytelling, digital media and the creative economy.

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