- By Glorious Idowu
In a move to accelerate the development of Africa’s creative economy, the British Council has announced a strategic partnership with the Africa Creative Market (ACM) 2025.
The collaboration, officially launched in Lagos, is designed to bridge the gap between African creators and the global market by connecting them with vital resources, including investors, policymakers, development agencies, and international industry leaders.
It will serve as a convergence point for professionals across film, music, fashion, art, photography, gaming, and technology, offering curated experiences focused on collaboration, training, visibility, and crucially, funding.
The partnership aligns with the British Council’s broader mission in Nigeria, as articulated by its Country Director, Donna McGowan. In an exclusive interview, McGowan outlined the organisation’s deep commitment to the sector.
“The British Council has a longstanding presence in Nigeria, and there’s a lot of effort involved to keep pace with the rapid growth and global movements of Nigeria’s creative industries,” McGowan stated.
She emphasised that the Council’s work in the creative economy “very much reflects the context in Nigeria and also the opportunities for partnerships with the wider UK,” engaging at all levels from policy to direct support for creatives.
“The objective of what we do is to build trust and understanding, make connections between our creatives… in Nigeria and also in the UK, and provide opportunities for platforms for them to springboard globally. It’s really important to ensure access to market,” McGowan said.
Highlighting the Council’s flagship film programme, Film Lab Africa, she noted the success of its first cohort, where emerging filmmakers built skills, gained mentorship, and accessed opportunities to engage with investors and new platforms.
“They have these means to open doors to markets with their new stories reflecting the heart and soul of Africa and taking that beyond Nigeria’s borders,” she added.
This partnership is a core component of the British Council’s Creative Economy Week 2025, which seeks to showcase the power of creativity and culture as catalysts for inclusive economic growth, youth empowerment, and global connection.
McGowan stated that this year’s initiative is vastly expanded, moving beyond its Lagos-focused debut in 2023. “This time we’re in five cities in Nigeria, as well as in October we’ll be going to London. It’s a great opportunity to showcase the talent and the diversity of the talent in Nigeria, as well as connect that local with the global,” Ashe added.
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The ACM 2025 event in Lagos featured pivotal sessions on Women in Film, Creatives and Cultural Exports, Novus Art summit and analyses of how African stories, music, film, and fashion are driving global demand.
For the British Council, this is more than an arts initiative. McGowan stressed that creativity is “way more than arts and freedom of expression. It’s about the contribution to the wider economy, to an inclusive economy, and to greater international collaboration. And Nigeria being seen as an even bigger player on the global stage.”
The Creative Economy Week 2025, following its successful kick-off in Abuja, will span across Port Harcourt, Kano, Enugu, and London, bringing together artists, creative entrepreneurs, cultural hubs, industry leaders, policymakers, investors, and international partners to forge a sustainable future for Africa’s creative industries.
