To boost the growth of Africa’s creative economy, the British Council has unveiled a strategic partnership with the Africa Creative Market (ACM) 2025.
This collaboration, officially launched in Lagos, aims to connect African creatives with essential resources, including investors, policymakers, development agencies, and international industry leaders. It will help bridge the gap between local talent and the global marketplace.
The partnership will serve as a hub for film, music, fashion, art, photography, gaming, and technology professionals, offering curated experiences centred on collaboration, training, visibility, and crucial funding.
This initiative aligns with the British Council’s broader mission in Nigeria, as highlighted by Donna McGowan, Country Director. She underscored the organisation’s commitment to supporting the rapid evolution of Nigeria’s creative industries.
“The British Council has been established in Nigeria for a long time, and we are dedicated to keeping up with the fast-paced growth and global trends in its creative sectors,” McGowan explained.
She stated that the Council’s creative economy initiatives reflect Nigeria’s context and the potential for partnerships with the UK, engaging at all levels from policy formulation to direct support for creative talents.
“Our goal is to foster trust and understanding while facilitating connections among our creatives in Nigeria and the UK, providing them opportunities to expand their global reach. Ensuring market access is vital,” McGowan articulated.
Focusing on the Council’s flagship film initiative, Film Lab Africa, she celebrated the achievements of its inaugural cohort, which allowed emerging filmmakers to develop skills, receive mentorship, and access opportunities for connections with investors and new platforms.
“They now have avenues to open doors to wider markets, showcasing new narratives that embody the heart and soul of Africa beyond Nigeria’s borders,” she added.
This partnership is a key element of the British Council’s Creative Economy Week 2025, which aims to demonstrate how creativity and culture can drive inclusive economic growth, youth empowerment, and global connectivity.
McGowan emphasised that this year’s initiative has significantly expanded compared to its debut in Lagos last year. “This time, we will be present in five cities across Nigeria, and in October, we will also be in London. It is an excellent opportunity to highlight Nigeria’s rich talent and diversity while linking local creatives to global audiences,” she stated.
The ACM 2025 event in Lagos featured important discussions on Women in Film, cultural exports, the Novus Art Summit, and insights into how African stories, music, film, and fashion are meeting global demand.
For the British Council, this initiative transcends the arts. McGowan emphasised that creativity encompasses more than just arts and self-expression; it significantly enhances the wider economy, fosters inclusivity, and promotes greater international collaboration. This positions Nigeria as an even more influential player on the global stage.
Following a successful kickoff in Abuja, Creative Economy Week 2025 will also occur in Port Harcourt, Kano, Enugu, and London. It will bring together artists, creative entrepreneurs, cultural hubs, industry leaders, policymakers, investors, and international partners to build a sustainable future for Africa’s creative industries.
