Talent management key to unlock creative economy — Lagos Commissioner
By Imisioluwa Afunmiso
The Lagos State Government has identified talent management as the critical gap limiting Africa’s creative economy, asserting that stronger systems for discovering, nurturing, and managing creative professionals are essential to unlocking the sector’s full economic potential.
The government made its position known on Tuesday at the That Good Media Roundtable Session, held at Eko Hotel and Suites, Victoria Island, where stakeholders from government, the media, and the private sector explored strategies for building sustainable careers within the creative industry.
Delivering a goodwill message on behalf of the Commissioner for Tourism, Arts and Culture, Mrs. Toke Benson-Awoyinka, the Ministry’s Deputy Director, Mrs. Olajumoke James, stated that Africa’s abundance of creative talent must be matched with deliberate investment in professional management and institutional support.
Speaking on the theme, “Talent Management as Infrastructure for the Creative Industry,” Benson-Awoyinka said talent should now be regarded as strategic infrastructure capable of driving economic growth.
“Traditionally, when we speak about infrastructure, our minds go to roads, bridges, and power. But in today’s creative economy, talent itself is infrastructure. It is the foundation upon which thriving creative industries are built and sustained,” she said.
She noted that while Afrobeats, Nollywood, fashion, visual arts, and digital content have earned global recognition, many creatives still struggle to maximize opportunities due to inadequate management structures.
According to her, sustainable success requires more than natural ability, stressing that effective talent management, continuous capacity development, and strategic investment are necessary to build globally competitive careers.
The Commissioner noted that the state government, through initiatives under Governor Babajide Sanwo-Olu’s THEMES+ Development Agenda, is strengthening the creative ecosystem through capacity-building programs, expanded market access, intellectual property protection, funding opportunities, and strategic partnerships.
She also described the media as a vital stakeholder in promoting the creative economy beyond event coverage, highlighting its key role in shaping public perception, preserving cultural heritage, and attracting investment into the sector.
She also reaffirmed the state’s commitment to collaborating with development partners, private organizations, and creative practitioners to establish stronger systems for identifying emerging talent, providing mentorship, and ensuring fair remuneration.
She added that investing in talent will not only create sustainable careers but also generate jobs and strengthen the broader economy.
In her welcome address, the Founder and Chief Strategy Officer of That Good Media and The Good Media Academy, Mrs. Toyosi Etim-Effiong, noted that Africa’s growing influence in music, film, fashion, and digital content has outpaced the systems responsible for managing creative talent.
She pointed out that many creatives continue to face poor professional representation, unfavorable contracts, and weak business structures, making talent management a strategic profession that deserves greater investment.
Etim-Effiong unveiled two initiatives aimed at strengthening Africa’s creative industry: Megowa, a digital platform connecting verified African screen talents with global productions, and The Good Media Academy, which seeks to train and certify professional talent managers across the continent.
She disclosed that the academy aims to train 10,000 certified talent managers by 2030 through partnerships with governments, development agencies, and private organizations.
Etim-Effiong thanked the French Embassy in Nigeria, the Lagos State Ministry of Tourism, Arts and Culture, and other partners for supporting the initiative, urging stakeholders to invest in sustainable structures that will secure the future of Africa’s creative economy.