A new report has found that Nigerian creatives lose half of their workweek to administrative tasks and payment delays, a situation that is severely hampering productivity and revenue generation in the sector. The report, titled "The State of Creative Economy in Nigeria," was released by the Creative Industry Group (CIG) and highlights the systemic inefficiencies plaguing the industry.
Key Findings: Half the Week Lost
According to the report, creatives in Nigeria spend an average of 20 hours per week—50% of a standard 40-hour workweek—on administrative duties such as chasing payments, invoicing, and contract negotiations. This leaves only 20 hours for actual creative work, significantly reducing output and income potential.
The report also reveals that payment delays are a major contributor to this problem, with 78% of creatives reporting that they have experienced payment delays of over 30 days. This has led to a loss of an estimated ₦150 billion annually in potential earnings for the industry, which employs over 4 million people.
Impact on Productivity and Revenue
"The administrative burden is not just a minor inconvenience; it is a structural issue that threatens the sustainability of the creative economy," said the lead researcher, Dr. Amina Yusuf, in a statement. "When creatives spend more time chasing payments than creating, the entire industry suffers."
The report further indicates that small and medium-sized creative enterprises are the hardest hit, with 65% of them reporting that payment delays have forced them to take on additional jobs outside the creative sector to make ends meet. This exodus of talent is a growing concern for industry stakeholders.
Recommendations for Reform
To address these challenges, the CIG recommends the adoption of digital payment platforms and the establishment of a regulatory body to enforce timely payments. The report also calls for the creation of a government-backed fund to support creatives during periods of payment uncertainty.
The findings come as the Nigerian government is working on a new policy to support the creative industry, which is projected to contribute $100 billion to the national economy by 2030. However, without addressing the administrative and payment bottlenecks, this target may remain elusive.
Industry experts believe that implementing these recommendations could free up millions of hours for creative work, potentially boosting the sector's contribution to GDP by up to 15% in the next five years. The report is now being circulated to policymakers and industry leaders for action.
