In a passionate and forward-looking address at the Music & Motivation Conference in Kaduna over the weekend, industry leaders and education advocates urged federal and state governments across Nigeria’s northern region to champion the next generation of talent. Their message: it’s time to invest seriously in entertainment and technology, two sectors brimming with potential for economic empowerment and cultural renaissance.
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Moving Beyond Traditional Education
Organised by HL Consult Training Solutions in collaboration with Kaduna State University, the conference brought together a vibrant mix of students, emerging entertainers, tech innovators, and policy advocates. Their shared objective: to spotlight career paths in entertainment and technology that can drive economic growth and social cohesion in the region.
In a keynote presentation, HL Consult’s lead consultant, Paul Popola, made a compelling argument. He emphasised that entertainment was no longer a hobby or afterthought—it’s a reputable career path. “The entertainment industry is becoming a real avenue for success,” Popola remarked. “And the North is beginning to catch up”—a sign that the region is gradually aligning itself with global trends in music, digital art, film, and gaming .
The Stakes: Tackling Youth Unemployment and Insecurity
Mr Elisha Mamman, CEO of Elisha Mamman International, took a more socio-political angle. He urged northern governors and federal leaders to enact talent-focused policies that go beyond rhetoric. His concern? That unemployment remains a key catalyst for regional unrest.
“Joblessness is a major driver of insecurity in the North,” Mamman stated, “proper support for youth talents in music, sports, and other creative fields can reduce social unrest.” This underscores a critical opportunity: leveraging cultural and creative industries to foster stability and provide viable career paths.
Spotlight on Technology: Equipping Students for Tomorrow
Technology took centre stage with Professor Ayodele Joseph—Dean of Communication and Media Studies at Kaduna State University—urging students to see tech literacy as indispensable. He motivated attendees to master digital tools and platforms, sound knowledge that can underpin everything from professional music production to gaming design and software development.
Why Now? A Confluence of Right Time and Right Place
- Youth Demographic Advantage
Northern Nigeria is rich in young talent—energetic, creative, and eager. Many have already ventured into music, filmmaking, graphic arts, and app development. But without structured support, their skills often remain informal, underutilised, and unmonetised. - Economic Opportunity in Digital Industries
The global entertainment market—spanning music streaming, video games, and digital content—is thriving. Nigeria’s own creative industry is now worth billions, offering immense value to youth who can navigate both global trends and local storytelling. - Link to Socioeconomic Stability
Providing access to training, funding, and infrastructure in creative and tech fields means more than jobs—it means purpose, community pride, and less vulnerability to extremist ideologies that thrive on idleness and disenfranchisement. - Partnerships as Catalysts
Collaboration between academic institutions like Kaduna State University, industry players, NGOs, and private sector investors can create structured pathways—internships, boot camps, mentorships—that enhance skills and open doors to real-world opportunities.
What Must Governments Do?
1. Launch Grant & Funding Schemes
Northern states should initiate dedicated funding—grants, low-interest loans, even seed investment—for startups, bands, gaming studios, digital agencies, and more.
2. Create Vibrant Hubs & Incubators
Develop creative co-working spaces and tech labs in major northern cities (e.g., Kaduna, Kano, Sokoto) equipped with sound production studios, editing suites, high-speed internet, and professional mentorship.
3. Integrate Creative Tech into Education
State education budgets should allocate to media and tech electives. Public schools and universities should teach coding, digital storytelling, sound design, UX/UI, and animation as standard curricula.
4. Incentivise Industry Participation
Offer tax breaks, infrastructure support, and policy incentives to attract creative businesses and tech firms to set up in the North—from music labels and studios to gaming and animation companies.
5. Host Regional Showcases & Festivals
Governments can sponsor music & tech festivals to spotlight northern talent, attract investors, and build tourism. Think Kaduna Film Fest, Northern Gaming Expo, or Tech Hackathons—events that cultivate talent and community.
6. Foster Public-Private Collaboration
Through PPP models, governments can co-create centres of excellence with international bodies, universities, and NGOs to tap into expertise, funding, and technical support.
What Experts Are Saying
- Paul Popola (HL Consult): “The entertainment industry is becoming a real avenue for success, and the North is beginning to catch up.”
- Elisha Mamman (CEO): “Joblessness remains a major driver of insecurity in the region. Providing proper support for youth talents … can reduce social unrest.”
These voices resonate with clarity and urgency: support for youth in entertainment and tech is not a luxury—it’s a strategic imperative.
What’s Next? A Roadmap to Sustainable Impact
- Launch a Kaduna Pilot Initiative
As a model, Kaduna State could begin with education-based grants and incubator spaces, measure impact, and scale across the North. - Convene Stakeholder Roundtables
Monthly gatherings featuring government reps, tech entrepreneurs, musicians, educators, and youth leaders could foster alignment and track progress. - Build Metrics & Data Infrastructure
Success should be quantifiable—track job creation, startups launched, content produced, audience reach, and revenue generated in targeted states. - Incentivise Talent Retention
Measures like residency stipends, workspace subsidies, or grants to creative talents can curb migration to the South and build Northern creative ecosystems. - Secure Long-Term Budget Commitments
Northern state assemblies should allocate sustained funding in their annual budgets for creative and tech sectors, ensuring policy continuity.
A Vision for the North
Northern Nigeria is on the cusp of a transformation. Its youth are creative, ambitious, and ready—but they need access, recognition, and resources. With strategic government investment in entertainment and technology, the North can nurture a cultural and economic renaissance, curb insecurity, and reframe its contribution to Nigeria’s national narrative.
The Music & Motivation Conference was not just a gathering—it was a call to action. The words of Popola, Mamman, and Professor Joseph reverberate because they speak to opportunity and urgency. It’s time for northern statehouses, federal agencies, and private sector partners to respond—not with rhetoric, but with real, measurable, and elevated backing.
By empowering creative minds and technologists, building infrastructure, and incentivising innovation, the North can unlock a future that respects tradition, celebrates creativity, and ensures every young person has a chance to thrive—on their own terms.
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