The Chief Digital Officer of MTN Nigeria, Ms A’isha Umar Mumuni, has said though Africa has immense cultural capital and talent, the lack of infrastructure, ownership, and platform control prevent creators from benefiting fully.
However, she highlighted some steps that can be taken by the governments, investors, and stakeholders to change the narrative.
Ms Mumuni, while speaking at the Nigerian Entertainment Conference (NECLive) 2025 in Lagos, themed, Powering Africa Through Creative Enterprise, “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. Africa’s talent cannot be ignored.
“Africa is a cultural paradise without global access or control. Africa needs global cultural influence, but we do not control global data, we do not own the platform, and we export to other countries without a consistent home platform. We explore creativity, but we import the system without profiting from it.”
The MTN executive explained that unlocking Africa’s access to global digital assets requires transforming local customs, people, and platforms to ensure creativity can flourish and generate sustainable revenue.
She noted that African content, whether in music, film, fashion, or digital media, must be positioned strategically to compete and succeed on the global stage.
Emphasising the need for Africa to invest in technology and digital skills to drive the creative economy, she said, “Africa has the youngest population on earth, which is a leverage. We must invest in AI, coding, digital skills, and content production. Creativity without a platform cannot sail.”
Ms Mumuni noted that broadband policies, digital copyright protections, and clear monetisation opportunities are critical for African creators to earn from their content and reach global audiences.
She warned Africans that without investment and strategic planning, African innovation risks remaining local, while foreign platforms reap the benefits, urging African creators to ensure their stories are shared globally while retaining cultural identity.
“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.