Creative entrepreneur and talent manager Taiwo Adeyemi says global recognition should not be the ultimate goal for every African creative, arguing that many can build successful careers by serving audiences closer to home.
Adeyemi shared the view during the That Good Media (TGM) Talent Management Leadership Roundtable, organised by Toyosi Etim-Effiong in Lagos, where he joined a panel discussing strategies for African talent seeking global visibility.
Responding to a question about how African creatives can achieve international success like Genevieve Nnaji, Burna Boy and Wizkid, Adeyemi said there is no guaranteed formula.
"Honestly, I think stars just align. There's no real answer to who goes global. First of all, a lot of money. To break an artist internationally requires millions of dollars. I will say find family and friends who believe in you and can start investing."
However, he argued that global recognition is not essential for every creative.
"I don't think everybody has to go global."
According to Adeyemi, Africa remains an underserved market with significant opportunities for creatives who choose to build sustainable careers locally.
He also encouraged creatives to focus on strengthening their local audiences, noting that the internet has made it possible for work with strong local appeal to gain international attention organically.
"Social media right now,you can put something there and it is international the next moment."
Adeyemi further warned that if every successful creative pursued only international markets, it could weaken the local creative economy.
"If everybody goes global, like in December, there won't be any shows that Nigerian producers and promoters can afford to book a talent anymore."
While acknowledging that global expansion remains a worthwhile ambition for some, he stressed that it requires substantial investment, patience, infrastructure and international support.
Ultimately, Adeyemi urged creatives to define success on their own terms before deciding whether global recognition aligns with their long-term goals.
