Nigerian media entrepreneur and music executive, Obi Asika, has explained why popular Nigerian international music acts are yet to tour Nigeria.
While speaking on Arise TV on Monday, Asika while sharing his thoughts on the newly created Ministry of Arts, Culture and Creative Economy stated that the Nigerian entertainment industry is not yet built in a way to encourage A class singers to productively tour Nigeria.
“The creative industries, the cultural industry and arts as well are really about the intellectual property of the people. And for me the biggest asset that Nigeria has is the Nigerian people. So if you begin from that premise, then you can understand where the opportunity lies.
“Talking about our history and our culture, we all know that we haven’t documented and preserved our origins and in fact African history and Black history is an issue and is a problem. But I feel like one of the things that is happening is that technology, specifically AI and Web 3.0 and NFTs, give us the opportunity to preserve things and bring them back to life in a modern age,” stated.
He stated the focus should be on getting entertainers to tour the country as much as they travel abroad.
“Artists like Wizkid, Burna Boy, Davido, and P-Square haven’t really toured the country since what they’ve done in the past are brand activations”, he said.
The general consensus is that Nigeria’s creative industry is yet to have its potential tapped by the government as a source of national revenue. In this regard, there is work for the new minister, Hanatu Musawa, to do, he explained.
