The United Kingdom and Nigeria are seeking to expand international market opportunities for businesses in the creative sector through stronger industry partnerships, professional exchanges and trade collaboration, following a series of engagements in Lagos.
The engagements brought together creative professionals, businesses, policymakers and cultural institutions from both countries to strengthen commercial relationships, improve access to international networks and identify opportunities for collaboration across the creative economy.
The UK Creative Sector Delegation comprised 17 professionals from England, Scotland, Wales and Northern Ireland, representing industries including film, television, music, fashion, design, literature, theatre and visual arts.
Through targeted meetings, roundtable discussions and activities around the Africa International Film Festival, Creative Africa Nexus Weekend, Lagos Fringe and Art X Lagos, participants exchanged knowledge, developed professional relationships and explored potential areas of collaboration.
Discussions also examined structural challenges affecting the growth of creative businesses, including skills development, intellectual property protection, rights management, access to finance, production capacity, commissioning, distribution and access to local and international audiences.
British Deputy High Commissioner in Lagos, Jonny Baxter, said the UK was committed to building long-term partnerships that would connect Nigerian creative businesses and institutions with international expertise, networks, finance and markets.
“Nigeria’s creative industries combine exceptional talent, entrepreneurial energy and global influence. The UK is committed to being a practical, long-term partner, connecting Nigerian creative businesses and institutions with expertise, networks, finance and international markets,” Baxter said.
He added that the success of the engagements would depend on the relationships established, barriers addressed and opportunities translated into lasting benefits for businesses and people in both countries.
“These engagements have been about creating the conditions for meaningful collaboration. Their success will be measured by what happens next: the relationships that continue, the barriers that are addressed and the opportunities that develop into lasting benefits for people and businesses in both our countries,” he said.
The initiative also supports the UK-Nigeria Enhanced Trade and Investment Partnership Creative Industries Technical Working Group, launched in March 2025 to identify commercial opportunities, address regulatory and non-tariff barriers and encourage cooperation across key creative industries.
The Working Group brings together government and industry representatives to advance collaboration in film and television, music, design and fashion, architecture, advertising and gaming.
Country Director of the British Council in Nigeria, Donna McGowan, said the programme had created opportunities for creative practitioners and institutions from both countries to exchange ideas, develop professional relationships and explore areas of shared interest.
“Creativity thrives when talented people have the opportunity to exchange ideas, develop their skills and build trusted relationships across borders,” McGowan said.
She added that the British Council would focus on ensuring that cultural exchange delivers lasting value through expanded access to international networks, professional development and future commercial partnerships.
The engagements form part of preparations for the UK-Nigeria Season of Culture in 2028, which is expected to build on the relationships and creative ideas developed through the current programme.
The season will provide further opportunities for co-creation, audience development, professional exchanges and commercially relevant collaboration between the two countries.
Director-General of the National Council for Arts and Culture (NCAC), Obi Asika, said Nigeria had substantial creative talent and intellectual property with considerable commercial potential that remained underexploited.
“Nigeria has an extraordinary depth of creative talent and intellectual property, much of which is still waiting to reach its full commercial potential,” Asika said.
He said the Enhanced Trade and Investment Partnership and the 2028 Season of Culture could help Nigerian creative businesses reach wider audiences and access new markets.
“For me, the real measure of success will be what lasts beyond 2028: the tours, collaborations, publishing deals, television projects, fashion partnerships, and new businesses that grow from the relationships we are building now,” he said.
Asika added that the objective was to develop tangible projects from the partnerships being established, rather than limit the initiative to cultural exchanges and networking.
Founder and Chief Executive Officer of the Black British Book Festival, Selina Brown, who participated in the UK delegation, described her experience in Lagos as an opportunity to connect with emerging and established artists, writers, publishers and other industry leaders.
“Nigeria’s creative sector feels full of possibility, and I already know I have to come back. There is so much the UK and Nigeria can learn from one another, and that exchange should be genuinely mutual, rooted in collaboration rather than the idea that knowledge only flows in one direction,” Brown said.
Following the engagements, UK and Nigerian partners are expected to pursue priority introductions, policy discussions and partnership opportunities identified during the programme.
