Charles Novia: 90% of Money Made By Nigeria’s International Artistes Stays Outside the Country

Filmmaker and CEO Teen Africa TV Charles Novia has said the new Ministry of Arts, Culture, and Creative Economy, overseen by Barr. Hannatu Musawa, should look into creating structures that direct the revenue of the creativee economy to contribute greatly to the Nigerian economy rather than the international scene.

In an interview with ARISE NEWS on Monday, Novia spoke of the numerous interests and investments in the sector right now.

The Culture and Creative industry has been described as a good potential to tap into and contribute to the Nigerian economy if properly harnessed.

He stated that the new ministry will have to address the money made from these industries leaving the country, and not really contributing to the Nigerian economy.

He said, “Burna Boy would do maybe a million or 2 million dollars or sell 10 million dollars worth of streams, I can tell you that 90% of that money is in the US. It doesn’t come to Nigeria.

“Any young artist who ‘blows’, becomes popular, has a big hit, shifts out of the country immediately.

“We are not feeling much of that impact here because the structures for supporting those artists within the touring systems are not here.

“We have the biggest soft power right now in the whole of the continent.

“It has brought to the fore the potentials of the Nigerian narrative itself.”

He stated that “any serious government institution” should tap into this sector.

Musawa was recently appointed to the newly created role of Minister of Art, Culture, and Creative Economy in President Bola Tinubu’s new 45-member cabinet.

Novia said the minister might take time to get used to the industry saying, “We might have a square peg in a round hole.

“That is not what we need now. We need to have policy discussions with people in the industry and then we set the agenda right for her.” 

He further qualified this by saying she will need to take her time learning about the industry and its people, as well as be very clear and focused on what she wants to achieve.

Novia also said the creative economy is not speaking with a unified voice, hence the need for a regulatory framework to advocate for the sector’s needs.

He said, “We are not speaking with one voice, so we need to start getting ourselves into a regulatory framework to begin to push for the right things for our own people, so the minister can help in that regard.

“For us, especially in the film industry in Nollywood, we have been asking for a MOPICON, Movie Practitioners Council of Nigeria bill, and that has gone to the National Assembly a few times, but it has been stunted.”

He also highlighted the blurred lines between the industries, including Arts, Culture, Creative Economy and Tourism, and the importance of delineating the parastatals under them.

Frances Ibiefo

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