The NCAC has a direct message for Nigeria’s digital hustlers: Stop chasing virality. Start building infrastructure. Here is the blueprint.
To the YouTuber in Yaba, the skitmaker in Enugu, the podcaster in Kaduna, and the fashion designer in Kano – the National Council for Arts and Culture (NCAC) has a message for you: You are not just a creator anymore. You are a business.
In a stirring keynote to the Lagos creator community, DG Obi Asika laid out the unvarnished truth about the modern digital landscape. “Talent is not the problem in Nigeria. Structure is.”
Here are the five “Rules of the Game” from the NCAC’s masterclass on winning the global market:
1. Authenticity Beats Perfection
The world does not reward polish anymore. It rewards truth. The creators who win are the ones who are real, consistent, and connected to culture. Stop trying to look like a foreign brand. Look like yourself.
2. Consistency Beats Virality
Everyone wants a viral moment. But viral moments fade. “Virality is a spike. Consistency is a business.” The real winners are building daily engagement and long-term audiences.
3. Move from Content to IP (Intellectual Property)
Many creators are busy, but they are not building value. You must move from making content to owning IP. Why? Because IP is where the money is. It makes your work licensable, sellable, and scalable.
4. Monetization is More Than Ads
If you are only relying on YouTube AdSense or Instagram bonuses, you are leaving money on the table. The NCAC emphasizes that true monetization includes merchandising, experiences, events, commerce, licensing, and brand partnerships.
5. Your Brand is Your Leverage
Your brand is not your logo. It is what you stand for, how you speak, and how people feel when they engage with you. Identity, Consistency, and Trust are the three pillars. If people trust you, they will follow you anywhere.
The Role of Platforms Like Ahia
“The advice is simple: Own your tribe. Build your IP. Treat your craft like a corporation.”
The NCAC is building tools to help you win. Platforms like Ahia are designed to turn creators into distribution channels for markets, plugging you directly into Nigeria’s massive informal economy.
