Creative Commerce Panel Urges UNILAG Creators to Prioritise Authenticity for Global Audiences

 By Esther Joshua

Panellists at the University of Lagos (UNILAG) Creative Commerce Panel urged creators to preserve the authenticity of their stories while making them accessible to international audiences.

They made the call on Tuesday, October 6, 2026, during a panel themed “Connecting U.S. and Nigerian Talent, Technology and Business” at the UNILAG Window on America. The event was organised by the U.S. Mission Nigeria and American Spaces Nigeria.

The panel featured Tobi Ayeni (Miss Techy), Content Creator and Tech Storyteller; Kolawole Fashola, Vice President, Business Affairs and Operations, Temple Group; Esther Kemi Gbadamosi, CEO/Creative Director, Radioixity Media; and Fatimah Gimsay, Screenwriter, Director and Producer.

On storytelling, the panellists emphasised the importance of preserving cultural authenticity while making Nigerian stories accessible to international audiences.

They noted that Nigerian stories and experiences, particularly in animation, film, cosplay and festival culture, should retain their cultural specificity. Participants in the African Creative Television Exchange programme also shared how feedback sessions and cross-African exposure helped build resilience and reinforced the value of telling real, human stories rather than Westernised versions of familiar African narratives.

The speakers identified authenticity, rather than production polish or star power alone, as a key factor in attracting international audiences.

They also stressed that a strong online following alone is not enough to build a sustainable creative business, highlighting the importance of creating clear value and demonstrating professionalism.

Emerging creators were encouraged to participate in workshops and industry programmes and pursue collaborations with established brands by demonstrating their readiness and the quality of their work.

On the role of Artificial Intelligence (AI) in the creative industry, the panellists observed that the technology is lowering barriers to producing visual and dramatic content without the large budgets traditionally required.

However, they cautioned that storytelling remains a key differentiator because similar prompts can produce similar AI-generated results. Creators were encouraged to retain creative direction and ownership while using AI as a tool.

The discussion also highlighted the limited representation of Nigerian and African narratives in existing AI-generated content as an opportunity for local creators to shape how African stories are represented through emerging technologies.

To attract investment into Nigeria’s creative sector, the panellists pointed to continuous skills development, professional growth and deliberate collaboration across complementary areas of expertise as key priorities.

During an earlier courtesy visit to the Vice-Chancellor, Deputy Assistant Secretary in the U.S. Department of State’s Bureau of African Affairs, Richard C. Michaels, said the United States was prioritising trade and investment in its engagement with Nigeria.

The panel formed part of a broader engagement involving senior U.S. officials and the University Management, which included a courtesy visit to the Vice-Chancellor, Professor Folasade Ogunsola.