Groups partner to boost creative economy
By Daniel Essiet Nigeria is positioning itself for deeper participation in the fast-growing global creative economy, as the Louis Awode Foundation (LAF) partners with The Archers to expand opportunities for
By Daniel Essiet
Nigeria is positioning itself for deeper participation in the fast-growing global creative economy, as the Louis Awode Foundation (LAF) partners with The Archers to expand opportunities for young people and underserved communities.
Valued at about $2 trillion globally, the creative economy continues to generate tens of millions of jobs worldwide. Africa’s share, estimated at roughly $59 billion, is also gaining momentum, supporting millions of livelihoods across the continent, including more than four million in Nigeria. According to a PwC report, Nigeria’s creative sector is now worth nearly $15 billion and employs between 4 and 4.2 million people, with the potential to generate an additional two to three million jobs by 2030.
Founder of LAF, Louis Awode, said Nigeria’s expanding creative ecosystem offers fertile ground for entrepreneurs to thrive, noting that the new partnership is designed to unlock that potential. He explained that the collaboration is driven by a shared vision of empowerment, education and inclusive development, with a focus on creating opportunities for underserved communities.
“This is more than a partnership. This alliance represents a shared vision for sustainable impact, one that prioritises compassion, empowerment and collaboration as drivers of change. As both organisations work together, the focus remains clear: building stronger communities and creating opportunities for individuals, especially children, to learn, grow and thrive,” Awode said.
The foundation, established to transform lives and expand access to opportunity, has evolved into a purpose-driven platform aimed at breaking barriers for young Nigerians. Awode noted that the partnership with The Archers will leverage media, storytelling and community engagement to scale the impact of its programmes, particularly by enhancing visibility and outreach.
At the centre of this effort is the “Clothe-A-Child Initiative,” an outreach programme designed to restore dignity, confidence and hope among children in underserved communities. The initiative will provide essential learning resources and support improved school environments, targeting about 300 pupils in public schools across Lagos and Ogun states.
Director of Brand Experience at The Archers, Michael Olabode, described the collaboration as a natural alignment of shared values around youth development and opportunity creation. “We are passionate about building engaging platforms for students, and aligning with the Louis Awode Foundation allows us to extend that impact beyond entertainment into empowerment and community development,” he said.
Olabode added that the partnership would significantly amplify both organisations’ reach and effectiveness. “For the Louis Awode Foundation, it provides access to a broader youth audience, creating more touchpoints for engagement, awareness and impact. Ultimately, it allows both organisations to contribute more effectively to youth development,” he said.
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Also speaking, LAF’s Administrative, Operational and Digital Support Lead, Favour Marcus, emphasised the strategic importance of storytelling and media in driving social impact. She noted that The Archers would play a key role in promoting the initiative, mobilising volunteers and highlighting the stories of beneficiaries.
“Through their media and event expertise, The Archers strengthen the foundation’s reach and engagement for the Clothe-A-Child Initiative. They will help showcase the initiative’s impact, mobilise volunteers, and highlight the stories of the children and communities benefiting from our programmes,” Marcus said.
Ogun State LAF Coordinator, Anthonia Sokoya, said the partnership underscores the power of collaboration in scaling charitable efforts and achieving sustainable outcomes. She expressed confidence that the initiative would reach more children and attract broader support.
“The partnership with The Archers will significantly strengthen the impact of the Clothe-A-Child Initiative. With their support, the foundation will be able to reach more children, raise greater awareness about the initiative and mobilise additional resources to ensure its success,” Sokoya said.
As Nigeria’s creative economy continues to expand, stakeholders say collaborations like this could play a critical role in bridging opportunity gaps, nurturing talent and ensuring that more young Nigerians can participate meaningfully in one of the world’s fastest-growing sectors.
