Entrepreneur and media professional, Sam Adedoyin, has urged the Federal Government to prioritise significant investment in Nigeria’s creative industry, valued at $5 billion as of 2024.
In a statement issued on Sunday and made available to PUNCH Online, Adedoyin highlighted the sector’s growing economic potential, noting that despite contributing approximately $5 billion to Nigeria’s Gross Domestic Product (GDP) in the previous year, the creative industry accounted for only 1.2 per cent of the country’s total GDP. This, he said, falls short when compared to other African countries such as South Africa (3.0 per cent) and Egypt (4.3 per cent).
“The government needs to be more deliberate with the support it gives to entertainment practitioners in the creative sector worth over $5bn as of 2024,” Adedoyin stated.
He emphasised that with the right support systems and policies in place, Nigerian creatives—especially in music, film, and digital content—can generate greater economic value, attract foreign investment, and strengthen national revenue through exports and international partnerships.
Empowering Independent Creators
Adedoyin, who is also the founder of TeamSam Digital, reiterated his commitment to supporting independent artists and rights holders in monetising their work across major global streaming platforms, including Spotify, Apple Music, YouTube Music, and iTunes.
He described TeamSam Digital as a platform revolutionising the way artists distribute and promote their music, offering integrated solutions that reduce barriers to global reach while ensuring fair artist compensation.
“Artists who distribute their music through TeamSam Digital benefit from free promotion once their music is released,” Adedoyin explained.
The platform provides:
- 50 custom TikTok promotional videos per release
- Placement in five curated playlists to boost exposure
- Automatic royalty splits, with TeamSam Digital handling all payments
- A user-friendly upload system to distribute content globally
Crucially, Adedoyin noted, artists retain 80 per cent of their royalties, reinforcing the platform’s commitment to equitable revenue sharing.
A Call for Policy Reform
Adedoyin stressed the need for Nigeria to align with global best practices by investing in infrastructure and frameworks that nurture talent, protect intellectual property, and enable creatives to benefit directly from their work.
“It is important to see Nigerian musicians extract as much economic and personal value for themselves so that the economy can grow and earn foreign exchange,” he said.
He called for the establishment of government-backed platforms and incentives that will not only encourage growth but position Nigeria as a leader in Africa’s creative economy.
As the global spotlight continues to shine on Nigeria’s entertainment and cultural sectors, Adedoyin’s call adds to the voices demanding actionable steps from policymakers to transform creative potential into sustainable national prosperity.
