At NECLive 2025, Steve Babaeko, CEO of X3M Ideas, used his keynote titled From hustle to infrastructure: the blueprint for Africa’s creative economy to highlight the achievements of Nigerian artists and the broader challenges of the industry. He cautioned against dismissing stars like Burna Boy, noting that their success reflects the talent and effort of the entire ecosystem. Babaeko emphasized that artists such as Burna Boy, Wizkid, and Olamide have built careers that provide livelihoods for thousands of Nigerians working behind the scenes.
Despite global recognition, Nigeria’s creative economy contributes only 1.2 percent to the country’s GDP, far below countries such as South Africa, Egypt, and Morocco. Babaeko highlighted that much of the infrastructure supporting the success of Nigerian music and film, including streaming platforms and data systems, is controlled outside Africa. He argued that relying solely on hustle cannot sustain the industry and that structural investment is essential for long-term growth.
Babaeko called for stronger intellectual property laws, legal protections for creatives, and investment in training for behind-the-scenes professionals such as sound engineers, editors, and camera operators. He said culture should not just entertain but also generate wealth and empower communities. With NECLive providing a platform for these conversations, Babaeko stressed that the industry must move beyond individual star power to build sustainable creative infrastructure.
