Stakeholders urge investment in student talents to unlock Nigeria’s creative economy

Education stakeholders have called for greater investment in nurturing, guiding and commercialising students’ talents, as a pathway to unlocking the vast opportunities in Nigeria’s creative economy.

The call was made at Plumptre Advisory’s 2026 The Ultimate Pathways Fair conference, held on September 25-26 in Lagos, where educators, industry experts and other stakeholders explored practical ways of connecting students’ talents and skills with emerging opportunities in the creative and broader economy.

Lai Koiki, chairman of the Association of Private Educators in Nigeria (APEN), emphasised the need to ensure that every young person receives the guidance, education, and opportunities needed to build a meaningful future.

“Young people must look beyond popular destinations, impressive names, and what everyone else appears to be doing. The right choice is not always the most fashionable. It is the choice that fits the student’s abilities, interests, values, aspirations, and circumstances.

“The world has changed and it will continue to evolve, so, we should guide these students rather than forcing them to choose careers against their interest. We as the adults in the lives of these children, need to mentor them, especially concerning blending extracurricular activities with traditional education,” she emphasised.

Koiki noted that education should help young people discover who they are, understand the world around them, and prepare them to make a meaningful contribution to the world.

“New careers are emerging, while established professions are being transformed. The young person who succeeds will require more than a certificate.

“Academic achievement is very important, but it must be accompanied by character, confidence, creativity, independent thought, and a willingness to serve,” she said.

Yemisi Ogunlade, principal consultant at Plumptre Advisory, speaking on the objectives for the conference, themed ‘The Ultimate Pathways Fair 2026: International School Destinations, Careers and Beyond’, said that it provides strategic clarity, strips away the complexity of international admissions and offers structured, reliable guidance and advice tailored to the students’ needs.

Besides, she explained that the conference is aimed at fostering authentic fellowship, giving parents and students direct, unhindered access to school leaders, admissions directors, and educational experts.

“The Ultimate Pathways fair 2026 is to help our young people identify educational environments where they will not merely survive, but truly try and step into their destiny.

“To our young people in the room today, look beyond the logos and reputations to understand where your unique gifts will be valued, challenged, and cultivated,” she said.

Abimbola Olashore, president & chairman of council at Nigerian-British Chamber of Commerce, speaking on the creative economy and entrepreneurship, said most of the youngsters are business owners down the line, hence, the need to focus on the businesses they would build.

“The creative industry is not only about the person on the stage or screen, but it’s also every face that you see: the producer, lawyer, accountant, marketer, and data analyst, among others.

“You don’t have to be the performer to build a career in that economy. Whatever role you are playing, you will certainly be a partaker,” he said.

Olashore emphasised that Nigeria is not lacking in talent, but structure; that is, the contracts that protect people.

“Creativity is not just about talent. What that means is that as you are creating content, how do you ensure that you also have intellectual ownership, and that your intellectual property is taken care of,” he said.

Global reports show the creative economy is a multi-trillion-dollar sector. Yet, many people still view it as a hobby. The growth trends from music, film and digital content creation indicate high-earning global careers.

Tochukwu MacFoy, founder at Energize Central& SameEnergy Global, buttressing this view, said, “The creative economy ecosystem is serious business. It’s serious because there is democracy of technology, there’s connectivity, and Africa’s median age is19 years old.

“We’re a very young continent, and we will grow with the technology of our time; so creative economy is real.”

Funke Bucknor-Obruthe, founder & group CEO at Zapphaire Events Group, sharing her career trajectory from legal practice to event management, noted that it was not easy because her parents kicked against the idea, because they then lacked the knowledge about the business.

“Event management is made up of so many people: creative designers, photographers, videographers, the venue owners, the logistics team, the decorators, and graphic designers, among others.

“There’s also a multiplier effect of jobs for many people; an industry that is estimated to generate billions of dollars in Nigeria and abroad, is not a serious business,” she noted.

Charles Ogwo is a proactive journalist, driving education, and business innovations for over 10 years. He leads initiatives leveraging tech to enhance storytelling and build topnotch performing team. Charles is passionate about harnessing technology to inform, engage and empower communities.