……..A Conversation with Professor Funmi Arewa

Nigeria’s creative sector is no longer just cultural expression — it is economic strategy.In an exclusive interview with Etạ , Professor Funmi Arewa shares insights from her research on Afrobeats, value chains, policy gaps, and the future of Nigeria’s creative industries in a rapidly evolving technological era.

Why Afrobeats?

When asked what motivated her research into Afrobeats, Professor Arewa explains that her intellectual curiosity began broadly.

“I read about Africa. I read about Nollywood. I read about creative industries. Afrobeats became of interest because it is global, it is growing, and it is Nigerian and African.”

Afrobeats is no longer just music — it is a global cultural force. From Lagos to London to Los Angeles, its sound carries Nigerian identity into international markets and shapes global perceptions of African creativity.

According to Professor Arewa, Nigeria has long discussed economic diversification beyond oil, and the creative sector presents an obvious and strategic opportunity.

While the Nigerian government has increasingly acknowledged the importance of creative industries, she emphasizes that making the sector robust and efficient requires more than recognition. It requires strategy.

“How do you return value to locals? Government is taking it seriously, but it will require both short-term and long-term strategies deeply rooted in local and global understanding.”The question of value retention remains central.

The Value Chain Challenge

One major issue raised in the discussion is the retention of value within Nigeria.

Currently, record labels often hold greater leverage. Many artists lack in-depth knowledge of the business side of music, and local participants may not fully benefit from the global success of Afrobeats.

Professor Arewa suggests that artists need better education about the business of music, access to consultants and professional advisers, and stronger local value-chain structures.

The critical question becomes: How can Afrobeats generate more sustainable wealth for Nigerians within Nigeria?

Technology, AI and the Future

Another important dimension of the conversation is technological change.

“With AI, it changes things. There is always new technology. What works today may not work tomorrow.”

The rapid evolution of streaming platforms, digital distribution systems, artificial intelligence, and music production tools means policy cannot remain static. Creative sector strategy must be adaptive, flexible, and forward-looking.

Lessons for Policymakers

When asked what policymakers should take away from her research, Professor Arewa makes a powerful historical observation.

Afrobeats rose to global importance at a time when the creative sector was not receiving adequate institutional attention.

Yet even before Afrobeats’ global dominance, Nollywood was thriving. Nigerian fashion was expanding internationally. Creative talent was evident across multiple sectors.

Her message is clear: the creative sector should not be treated as secondary.

It deserves serious policy attention, structured funding, long-term economic planning, and resource allocation comparable to other major sectors of the economy.

The Bigger Question for Nigeria

If Afrobeats can become a global powerhouse without strong structural backing, what could happen with coordinated policy, value-chain reforms, artist education, intellectual property enforcement, and tech-forward strategies?

The creative sector is not just culture.

It is infrastructure.
It is diplomacy.
It is economic power.