During the Accessing the Global Creative Innovation in a Digital Economy session at NECLive 2025, MTN chief digital officer A’isha Umar Mumuni presented a long term vision for a creator centered digital ecosystem. She explained that MTN has developed a strategy for building communities of digital creators across video, gaming, music, education, agriculture and health. Each vertical, she said, feeds into a larger system designed to support creative talent on the continent.
Mumuni emphasised that MTN does not create content but acts as an orchestrator within the value chain. She described this role as small but critical because it involves connecting artists, regulators, platforms and technology providers to ensure creators can distribute and monetize their work effectively. This includes talent discovery systems, distribution technology and partnerships that bridge gaps between creators and audiences.
She added that MTN believes it is well positioned to lead this coordination because of its scale, reach and brand familiarity. According to her, building a sustainable digital ecosystem will require a long term commitment from platforms, industry institutions and creative communities.
