Formalising Nigeria’s creative industry

Nigeria's creative industry has long been known for its vibrant and diverse talent, but the lack of formalization has hindered its full potential. Fade Ogunro, CEO of BookingsAfrica.Com, is on a mission to change that narrative. In a recent interview with CNBC Africa, Ogunro discussed the existing communication trends in Nigeria's creative industry, highlighting the challenges faced by both talent and clients in sourcing and booking services. Ogunro shared her frustrations as an executive TV producer, where the traditional methods of finding locations and talent proved to be time-consuming and inefficient. As a solution to these challenges, BookingsAfrica.Com was born. Described as a one-stop shop and marketplace for creatives, the platform offers a seamless way to book photographers, makeup artists, voiceover artists, hairstylists, clothing stylists, filming locations, and models. Clients can easily browse portfolios, check availability, compare prices, and make secure payments, streamlining the booking process. One of the key issues in the industry is the informal nature of interactions between talent and clients. Creatives are often seen as 'crazies' and are known to be independent and sometimes unreliable. Ogunro addressed this issue by implementing a verification process for talent, a rating and review system, and a payment structure that ensures timely compensation for services rendered. By bridging the gap between talent and clients and instilling a sense of professionalism and accountability, BookingsAfrica.Com is reshaping the landscape of Nigeria's creative industry. The road to formalizing Nigeria's creative industry is a long one, but Ogunro's innovative approach is gaining traction. By leveraging her credibility and reputation in the industry, Ogunro has successfully onboarded over 500 talent within a month of the platform's launch. This strategic outreach to both talent and clients has been key to overcoming the initial skepticism and resistance to change. In the quest to create a more inclusive platform, BookingsAfrica.Com targets not just established professionals, but also freelancers looking to showcase their skills and secure opportunities. Ogunro emphasized the importance of experience in the field, ensuring that the platform maintains a standard of quality and professionalism. As Nigeria's creative industry undergoes a transformation towards formalization, BookingsAfrica.Com is at the forefront of this evolution. With a focus on innovation, technology, and efficiency, Ogunro and her team are paving the way for a more organized and streamlined creative ecosystem in Nigeria. The future looks bright for the industry as more talent and clients embrace the digital revolution and the opportunities it brings.