Nigeria’s Creative Economy Identifies Structural Challenges
Nigeria boasts a creative economy that mirrors its cultural vibrancy, yet many of its talents find wealth elusive. The country is making significant cultural exports, with its music topping charts globally and its films captivating audiences in diaspora communities spanning three continents. Despite this success, economic rewards have not kept pace with cultural impact, leaving many creators struggling financially.
Friends Turned Founders Address Industry Gaps
Damilare Adeyemi and Arese Ayomide Salban, childhood friends with over 15 years of shared experiences in Lagos’s creative and professional landscape, have united to tackle these systemic issues. Salban, a marketing graduate, has observed a stagnation within Nigeria’s creative sector, while Adeyemi, holding a master’s in data science and a background in fintech, raised an important question: why aren’t creators establishing their own businesses?
GAAGA World Launches to Innovate the Creative Landscape
The duo’s exploration led them to conclude that the root of the problem was not a lack of talent or funding but rather the absence of structural support. In response, they founded GAAGA World in 2025, a venture studio designed to provide comprehensive support to creators in a way that has never been seen in Africa’s creative sector.
Revolutionizing Creator Support with a New Business Model
GAAGA World distinguishes itself from traditional operating companies by focusing on the long-term development of creators rather than merely profiting from their income. The firm employs revenue-sharing agreements and an intellectual property equity model to align its interests with those of its contracted talent, a strategy the founders believe is essential for sustainable success.
Capitalizing on a Booming Creator Economy
Recent assessments indicate that the global creator economy is valued at around $500 billion and is on a growth trajectory. The African Development Bank anticipates that Africa’s creative economy could reach an impressive $2.6 trillion by 2030, a figure that attracts investment when supported by a credible operational framework. GAAGA World argues that such a framework is currently lacking, positioning itself to fill that gap.
Fostering Talent through Comprehensive Support Services
The services offered by GAAGA World cover a wide spectrum, including talent management, career development, financing through equitable agreements, and access to production infrastructure for music, film, and digital creations. The company also runs a creator incubation program, where emerging talents can receive mentorship and digital tools at no initial cost—taking on all capital risk.
Developing Innovative Solutions for Creators
In addition, GAAGA World is developing an image copyright licensing platform inspired by existing music industry royalty structures, aiming to establish creators’ images and personal brands as formal, tradable asset classes. Adeyemi emphasizes the importance of creating a robust framework that can support long-term wealth generation for creators who, despite their influence, have historically lacked the necessary funding and infrastructure.
Engaging with the Creative Community during Afromodernism Week
GAAGA World debuted during VVS Lagos’ “Afromodernism” week. This event, spanning July 5-12, 2026, aimed to highlight the intersection of contemporary African identity and future-oriented creativity. The week featured art, fashion, and technology, bringing together a network of industry professionals dedicated to advocating for Africa’s place on the global creative stage.
Setting the Stage for Future Innovation
Amid festivities, GAAGA World showcased its vision for the future of Africa’s creative sector through various events, including panel discussions, exhibitions, and networking opportunities. The founders assert that their venture is poised to become the leading platform for Africa’s most ambitious creatives, aiming to foster an environment where creative talents can flourish and realize their full potential.
