Tobi Mohammed has described Nigeria’s creative industry as an economic force as powerful as the country’s oil sector, urging stakeholders to strengthen the domestic market and maximise its commercial potential.
Speaking during a panel session at NECLive 2026, Mohammed said the creative industry was one of Nigeria’s greatest exports, stressing the need for local players to recognise its economic value rather than focus solely on international expansion.
“One of the greatest exports of Nigeria is the creative industry. It’s as powerful as oil,” he said.
Mohammed argued that the industry must do more to translate its growing popularity into sustainable business opportunities, particularly by developing a stronger local audience.
He questioned why some of Nigeria’s biggest music stars could not regularly host affordable, large-scale concerts for fans in the country despite their commercial success and widespread popularity.
The entertainment executive cited artistes such as Wizkid and Burna Boy as examples, arguing that their influence should make it possible to organise well-attended shows that ordinary Nigerian fans could afford.
“I don’t see a reason why we can’t have affordable packed shows by Wizkid, Burna Boy, etc. Passion is what fuels the game,” he said.
He suggested that the industry’s growth should not be measured only by its international recognition but also by its ability to serve and generate revenue from audiences within Nigeria.
According to Mohammed, building a sustainable creative economy requires stakeholders to invest in the domestic market and make entertainment more accessible to local consumers.
His comments come amid growing conversations about the global expansion of Nigeria’s entertainment industry, particularly its music, film and digital content sectors.
While Nigerian artistes continue to attract international audiences, Mohammed’s remarks highlight the importance of converting that visibility into stronger local commercial opportunities.
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