MAD House is Inspiring Africa’s Next Generation of Creatives and Innovators
Africa is a powerhouse of talent, with its artists and creatives making waves globally. Despite the continent’s modest 2.9 percent share of global creative goods exports, according to UN Trade and Development (UNTAD), Africa’s creative economy is rapidly expanding. The International Finance Corporation (IFC) projects a sixfold growth by 2050, potentially reaching $712 billion. In Nigeria alone, the movie, music, and entertainment industries contributed $1.4 billion to the GDP in 2023, up from $1.1 billion in 2020.
A shining example of this progress is MAD House, Africa’s premier hub for creativity and innovation. “The MAD House,” short for “Make A Difference House,” symbolizes disruption and innovation. Its exterior, fashioned from 26 interconnected containers, and its unconventional yet functional interior create many pathways into the world of creativity.
Nurturing a Creative Community
MAD House's commitment to creating an impactful creative community is evident through its mentorship programs, workshops, and networking events. These initiatives bridge the gap between academia and industry, providing a nurturing environment for budding creatives.
On June 28, 2024, MAD House concluded its Lens-Based Incubation Programme by awarding $10,000 in seed funding to the winner of its Demo Day pitch competition. This programme, designed in collaboration with the University of Lagos, aims to equip African creatives with essential business skills to establish profitable ventures. Tunde Raphael, founder of AfrikoHub, emerged as the winner of the competition.
Empowering African Creatives
Udoh Christopher Emmanuel, Manager of MAD House, emphasized the importance of this initiative. “This initiative is timely, addressing the demands of Nigeria’s creative industry, where the visual arts are increasingly recognized for their contributions to cultural identity and societal progress,” he said.
The event was multifaceted, featuring three simultaneous activities: a monthly community event, a workshop on building sustainable creative enterprises, and the conclusion of the Lens-Based Incubation Programme, where participants pitched their business ideas for a chance to win $10,000. The programme brought together 20 participants from Nigeria, Rwanda, Nairobi, South Africa, and Ghana, selected from over a thousand applications.
Innovative Projects and Future Prospects
“Our selection criteria included a strong vision and scalability of the business idea,” Emmanuel explained. “We are encouraging participants to create product-based solutions, like photography equipment from recycled materials and fabrics inspired by microorganisms, challenging international companies and showcasing local innovation.”
One such participant, David Tunmise George, focused on addressing the critical skills gap within Africa’s creative economy. “The passion for this project came about after realizing the importance of Africa’s position in this industrial revolution,” George said. “In previous revolutions, Africans were either slaves or consumers. In this fourth revolution, the digital and creative revolution, Africa needs to decide if it wants to be a producer or remain a consumer. This revolution is our opportunity to take charge.”
George’s project aims to train and provide opportunities for African creatives, helping them bring their ideas to life. “In Africa, we have a huge problem with mediocrity. We have a lot of creatives, but few can get things done due to a lack of training and resources. We want to create well-rounded creatives who can compete globally.”
Another participant, Boluwatife Fagbenro Christiana, a visual artist and geologist, is working on a groundbreaking project. “I am creating an immersive experience for people who cannot physically visit heritage sites, making them accessible virtually,” she said. Christiana highlighted the importance of her work: “Nigeria has beautiful cultural landscapes and heritage sites that are not well documented. Human activities and nature itself are degrading these sites over time. We need to preserve and make them accessible.”
University of Lagos and the Creative Economy
At the event, Folasade Ogunsola, the Vice-Chancellor of the University of Lagos, shared the university’s approach to molding talents for Africa’s creative economy. “Our school was established to provide manpower for the nation. As Nigeria’s population has increased, we have a very young population with a high unemployment rate,” she said. “It became clear to us that we needed to develop manpower for people who are going to be employers of labor rather than chase this job market that does not exist.”
Ogunsola also highlighted the importance of harnessing creativity. “Whenever a community starts to rise, it starts with the creatives because they are an expression of self,” she said. “The musicians, actors, entertainers, etc., are making a living and creating employment from their talents. So we felt it was important for us to also develop the talent of our students.”
The collaboration between the University of Lagos and MAD House ensures that the Humanities and the Creatives have a way to turn their talent into business, echoing the vision of MAD House’s founder, Bayo Omoboriowo, an alumnus of the university.
MAD House is not just a creative hub; it’s a beacon of hope and a catalyst for change. By providing the necessary tools, mentorship, and funding, it is shaping the future of Africa’s creative economy, one visionary at a time.