The General Manager of the National Theatre, Tola Akerele, has urged stakeholders in Nigeria’s performing arts industry to develop sustainable business models capable of reducing dependence on occasional sponsorships and improving the sector’s financial stability.
Akerele made the call during a session titled “Building Sustainable Business Models in the Performing Arts” at the Creative Africa Nexus Weekend (CANEX WKND) in Lagos.
She said the industry could no longer rely mainly on personal relationships and one-off corporate sponsorships to finance productions, stressing the need for long-term partnerships, alternative revenue streams and stronger business structures.
According to her, Nigeria has abundant creative talent, compelling stories and audiences, but many practitioners continue to struggle with inadequate funding and limited financial returns.
She also identified the high cost of operating and maintaining performance venues as a major challenge, calling for practical approaches to make theatre facilities and production companies financially sustainable.
Meanwhile, producer and arts manager Lydia Idakula encouraged practitioners to explore additional income opportunities through merchandising, film adaptations and audience development.
She cited international theatre productions as examples of how creative works could generate revenue beyond ticket sales.
The discussions highlight the importance of treating performing arts not only as cultural expressions but also as viable businesses capable of creating employment, supporting young talents and contributing to Nigeria’s creative economy.
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