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Tinubu

President Bola Tinubu has called for increased investment in Nigeria’s film, music, digital and creative industries, saying the country must convert the global popularity of its culture into jobs, infrastructure and lasting economic opportunities for Nigerians.

Tinubu made the call after meeting Vincent Bolloré, Chairman of the Bolloré Group, and executives of the French conglomerate in Paris, where they discussed expanding the group’s investments in Nigeria across film, entertainment, fibre optics and the digital economy.

The President said Nigeria was experiencing a significant cultural moment globally, with Afrobeats, Nollywood, fashion and other aspects of Nigerian creativity attracting growing international audiences.

According to him, the challenge is to ensure that the increasing global demand for Nigerian culture translates into greater economic value within the country.

“More production at home. Greater investment in our local industries and infrastructure. More opportunities and jobs for our young people,” Tinubu said in a statement on the meeting.

He said Bolloré Group, through its businesses and investments including Canal+, MultiChoice and Universal Music, was exploring opportunities to expand its presence in Nigeria.

READ ALSO: Shettima: Tinubu’s Intervention Made 2026 Hajj Seamless

Tinubu said the discussions centred on how such investments could support the growth of Nigeria’s entertainment and digital economy while creating more opportunities for local talent and businesses.

He described Nigeria as the “arrowhead of Africa’s cultural awakening,” driven by the international growth of Nollywood, Afrobeats and the wider global appetite for Nigerian culture.

The President also reiterated his position that a greater proportion of the value generated by Nigerian creative talent should remain within the country.

He said this would require increased local production, investment in domestic infrastructure and stronger industries capable of supporting filmmakers, musicians, producers, content creators and other professionals.

Tinubu said he had consistently advocated greater localisation in Nigeria’s entertainment industry, including in discussions involving MultiChoice.

The President linked the proposed expansion of investment to his administration’s broader economic reform agenda, saying government’s responsibility was to create conditions that encourage investment while ensuring that the resulting economic opportunities reach Nigerians.

“Our reforms are creating the conditions for investment and growth. My responsibility is to ensure that these investments translate into real opportunities for Nigerians,” he said.

The meeting comes amid growing international interest in Nigeria’s creative industries, particularly music and film, as Nigerian artists, filmmakers and other creators continue to build audiences beyond Africa.

Tinubu said the government would continue pursuing policies aimed at strengthening the environment for investment and economic expansion.

He said the drive to attract investment into the creative and digital sectors formed part of the administration’s Renewed Hope Agenda, with the broader objective of creating jobs and increasing economic opportunities for young Nigerians.

The President said Nigeria’s growing cultural influence should ultimately be matched by stronger domestic production capacity, infrastructure and investment, ensuring that the country benefits economically from the global demand for its creative output.

The Traffic NG
President Bola Ahmed Tinubu
Amarachi Ihesiulo
The Traffic NG

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