Stop Giving Culture Away for Free, Shettima Tells Africa

Africa must stop giving its cultural heritage away for free and start building industries that monetise its global creative influence, Nigeria’s Vice President Kashim Shettima said on Thursday.

Speaking at the opening of the CANEX Weekend 2026 at the National Theatre in Lagos, Shettima noted the need for the continent to move beyond celebration to economic capitalisation.

“In 1977, we came to celebrate our culture. In 2026, we come to capitalise it: to turn the applause of the world into contracts, its admiration into markets, and the talent of our young people into enduring wealth,” he said.

Representing President Bola Tinubu at the event, Shettima stated that Nigeria’s prominent influence in global music, film, and fashion must be supported by stronger intellectual property protections and better access to international markets.

“Our duty as a government is to match this with policy,” Shettima said, noting that the administration is widening access to finance for creative enterprises and positioning the country to lead creative trade under the African Continental Free Trade Area (AfCFTA).

“Through the leadership of the Federal Ministry of Industry, Trade and Investment, the Ministry of Arts, Culture and the Creative Economy and in collaboration with other ministries, we are strengthening the protection of intellectual property, widening access to finance for creative enterprises, and positioning Nigeria to lead creative trade under the African Continental Free Trade Area. Creativity is now a trade sector, and we intend to treat it as one,” he stated.

He challenged African creatives to leave the summit with actionable business deals rather than just memories.

“To our creatives: do not leave Lagos with memories alone. Leave with a signed term sheet, a distribution deal, a buyer’s handshake,” he said.

“The world is ready to pay for what you make.”

He also called on investors to back emerging African talent.

“The next great global creative companies will come from Africa. Back them early, and back them here.”