MTN Executive calls for strategic investment to elevate Africa’s creativity

The Chief Digital Officer of MTN Nigeria, A’isha Umar Mumuni, has called for deeper investment in digital infrastructure, platform ownership, and strategic policy reforms to ensure African creators fully benefit from the continent’s booming creative economy.

Speaking at NECLive 2025, the Nigerian Entertainment Conference held in Lagos with the theme “Powering Africa Through Creative Enterprise,” Mumuni said that although Africa possesses extraordinary cultural wealth and creative talent, inadequate platform control, weak digital infrastructure, and limited global access continue to hinder creators from earning sustainably.

“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,” she said.

“Africa is a cultural paradise without global access or control. We export creativity but do not own the platforms, the data, or the systems that profit from it,” she added.

Mumuni argued that for Africa to assume its rightful place in the global creative ecosystem, it must transform its creative institutions, empower creators with digital skills, and build homegrown platforms capable of capturing value across music, film, fashion, gaming, and digital media.

She emphasised that Africa’s young population represents an unprecedented advantage, but only if governments and private sector players invest in AI, coding, digital literacy, and content production capacity.

“Creativity without a platform cannot sail,” she said, stressing the importance of broadband expansion, digital copyright protection, and clear monetisation pathways that enable creators to earn from their intellectual property.

Mumuni warned that unless African countries take ownership of their digital futures, local innovation will continue to flourish abroad while creators at home miss out on economic opportunities.

She urged content makers to tell their stories with confidence while safeguarding their cultural roots.

“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.

The MTN executive called on governments at all levels, investors, and industry stakeholders to prioritise infrastructure development, policy consistency, and strategic investment that position Africa as a competitive global creative powerhouse.

According to her, sustainable economic impact will only come when African creators operate within systems that they control, supported by robust digital frameworks and platforms capable of exporting content on their own terms.