How The Global Success Of Nigeria’s Creative Industry Is Impacting Nigerians In The Diaspora

By Jide Akinsemoyin

A few weeks ago, I had to contact my UK credit card company by phone. The representative who handled my case introduced herself as Kemi.

Like me, she was of Nigerian heritage, and judging by her name, likely from the Yoruba ethnic group. Recognizing our shared background, she greeted me in Yoruba with a playful tone, and we exchanged light-hearted banter before addressing the details of my case.

This interaction made me reflect on the evolving experience of being Nigerian in the United Kingdom, especially when comparing today to my arrival as a student in the late 1970s.

At that time, my generation sought to integrate into UK society, often prioritizing assimilation over asserting our cultural identity. In contrast, Nigerians today appear far more comfortable embracing and expressing their heritage.

It’s unlikely that I would have done what Kemi did – not because I lacked the confidence but because the Nigeria of the 1970s, 1980s, and 1990s carried a very different narrative than that of today.

Social media has reshaped how Africa is perceived globally. It has dismantled the monopoly of traditional Western media over the African narrative, allowing Africa’s own stories to take center stage.

For me, leaving Nigeria meant transitioning from a country where everyone looked like me to one where my race placed me in the minority. Back then, perceptions of Africa in the UK were shaped largely by Western-owned traditional media, which propagated a narrative of a continent in perpetual crisis.

This portrayal emphasized Africa’s dependence on the West for solutions, painting it as a region plagued by incompetence and underdevelopment. The aim, it seemed, was to perpetuate poverty and underdevelopment, granting Western powers unrestrained access to Africa’s abundant resources.

Popular culture reinforced these stereotypes. Hollywood contributed significantly, with 1970s shows like Kojak and Tarzan, Lord of the Jungle (both aired on prime-time Nigerian TV) portraying African Americans and Africans in a negative light.

Similarly, charitable campaigns like Band Aid and Live Aid in the 1980s, while well-intentioned, depicted famine-stricken Africa in ways that solidified these damaging stereotypes. In the absence of powerful, homegrown media to counter these narratives, the Western version of Africa’s story went largely unchallenged.

Today, Nigerians in the UK arrive with a very different narrative, shaped by the global success of Nigeria’s creative industries – particularly in music, film, literature, fashion, art, and gastronomy. Social media has been instrumental in amplifying these stories, allowing them to reach a global audience.

A Renaissance in Nigerian Creativity

In music, Afrobeats has emerged as a global phenomenon, propelling Nigerian artists to international stardom. Figures like Davido, featured on Time magazine’s “Time 100 Next” list, and Grammy Award-winning Burna Boy, the most streamed African artist on Spotify in 2024, have achieved remarkable feats.

Tiwa Savage performed at King Charles III’s coronation concert in 2023 and is the most followed African woman on social media, while Wizkid, another Grammy winner, earned acclaim for his songwriting contributions to Drake’s One Dance. Rising stars like Rema, Tems, and Ayra Starr continue to build on this legacy.

In literature, iconic writers such as the late Chinua Achebe and Wole Soyinka – Nobel Prize laureate in 1986 – laid a foundation for subsequent generations. Figures like Ben Okri, Chimamanda Ngozi Adichie, and the late Buchi Emecheta have further cemented Nigeria’s reputation for literary excellence.

As Nigeria’s creative industries continue to flourish, their impact will undoubtedly grow, inspiring generations to embrace their heritage with pride.

In film, Nigerian actors such as Chiwetel Ejiofor, David Oyelowo, and John Boyega have made their mark in Hollywood, while Nollywood, the second-largest film industry in the world, is poised to generate US$14.82 billion in revenue by 2025.

In fashion, designers like Deola Sagoe, Lisa Folawiyo, and Folake Akindele Coker have introduced traditional Nigerian fabrics such as Ankara, Aso Oke, and Adire to a global audience.

In visual arts, trailblazers like the late Ben Enwonwu and Bruce Onobrakpeya, alongside contemporary figures like Yinka Shonibare and Kehinde Wiley, have showcased African aesthetics on the world stage.

In gastronomy, Nigerian cuisine is gaining global recognition. Michelin-starred restaurants such as Ikoyi, Akoko, and Chishuru have highlighted the rich flavors of Nigerian dishes while earning accolades in the UK’s National Restaurant Awards.

The Power of Social Media

Social media has reshaped how Africa is perceived globally. It has dismantled the monopoly of traditional Western media over the African narrative, allowing Africa’s own stories to take center stage.

Hollywood’s shift in portraying Africa – from the stereotypical depictions of the past to the vibrant, technologically advanced Wakanda in Black Panther: Wakanda Forever – demonstrates this evolution. The film, grossing over US$850 million worldwide in 2022, reflects a growing global appetite for a more nuanced portrayal of Africa.

A Badge of Success

Nigerian success is increasingly seen as African success. The pride in this shared achievement is particularly evident in sports, where British Nigerians excel.

Footballer Ademola Lookman, 2024 CAF African Footballer of the Year, embraced his heritage by wearing traditional agbada attire and delivering part of his acceptance speech in Yoruba. Similarly, Anthony Joshua and Maro Itoje have publicly celebrated their Nigerian roots.

This cultural confidence is why Kemi’s Yoruba greeting felt so natural. It symbolizes how far Nigerians have come – not only in asserting their identity but in reshaping how the world perceives Africa.

As Nigeria’s creative industries continue to flourish, their impact will undoubtedly grow, inspiring generations to embrace their heritage with pride.

Jide Akinsemoyin is an entrepreneur and writer with a keen focus on critical issues impacting Africa and its global relations. He is also the co-founder of Workspace Africa, a leading platform for property data and insights on Africa’s prime office markets.