Encomium
The Chief Digital Officer of MTN Nigeria, A’isha Umar Mumuni, has urged African creators to assert control over their creative content and access the global digital economy.
Speaking recently at the Nigerian Entertainment Conference, NECLive 2025 in Lagos, themed, Powering Africa Through Creative Enterprise, the MTN Executive said that while Africa has immense cultural capital and talent, the lack of infrastructure, ownership, and platform control prevents creators from benefiting fully.
In her words: “Africa has the cultural capital, the skills, and the talent. What we do not yet have is global access at scale, and that is the gap we must close. Africa’s talent cannot be ignored. Africa is a cultural paradise without global access or control. Africa needs global cultural influence, but we do not control global data, we do not own the platform, and we export to other countries without a consistent home platform. We explore creativity, but we import the system without profiting from it.”
Mumuni explained that unlocking Africa’s access to global digital assets requires transforming local customs, people, and platforms to ensure creativity can flourish and generate sustainable revenue.
She noted that African content, whether in music, film, fashion, or digital media, must be positioned strategically to compete and succeed on the global stage.
Emphasising the need for Africa to invest in technology and digital skills to drive the creative economy, she said, “Africa has the youngest population on earth, which is a leverage. We must invest in AI, coding, digital skills, and content production. Creativity without a platform cannot sail.”
She stated that broadband policies, digital copyright protections, and clear monetisation opportunities are critical for African creators to earn from their content and reach global audiences.
Mumuni warned Africans that without investment and strategic planning, African innovation risks remaining local, while foreign platforms reap the benefits.
She further urged African creators to ensure their stories are shared globally while retaining cultural identity.
“The world expects good stories. Africa’s stories are rooted in culture, resilience, and spirituality.
To unlock Africa’s access to global digital assets, we must transform investment, policy, and perception”, she said.
She called on the governments at all levels, investors, and stakeholders to prioritise infrastructure, policy, and perception shifts that will allow African creativity to compete globally and generate lasting economic impact.
