Nigerian creator economy stakeholders have called for a value-driven framework for both creators and brands, as debates over ethics, compensation, and expectations continue to shape the country’s fast-growing influencer market.
These stakeholders, including brands, agencies, legal practitioners, and media executives, at The Partnership Blueprint, an industry forum hosted by Phenom Communications recently in Lagos, advocated clarity, fairness, and sustainability in how brands collaborate with influencers.
According to a statement, the Director-General/Chief Executive Officer of the National Council for Arts and Culture, Obi Asika, stated that Nigeria’s creative industries had become a major cultural and economic force, requiring deliberate structures to protect value.
He said, “Nigeria’s creative industries are no longer fringe sectors. They are economic drivers, and there is a clear need for stronger frameworks that protect value for both creators and brands as the ecosystem grows.”
From the media perspective, the founder of BellaNaija, Uche Pedro, said platforms have a responsibility to promote credible partnerships and fairness within the ecosystem. She reflected on the evolution of digital media and influence, stressing that “as influence grows, so does responsibility, especially in shaping ethical and transparent collaborations.”
Creators at the event highlighted persistent challenges around unclear deliverables, blurred lines between courtesy and paid engagements, and limited creative freedom.
Chief Executive Officer of Phenom Communications and convener of the event, Teresa Aligbe, described the gathering as a working space rather than a conference. She said, “The Partnership Blueprint was created to bring all stakeholders together to address the most pressing challenges in brand–influencer collaborations and to begin building a fair and equitable framework for the industry.”
On an influencer-led panel moderated by actress and media host Ariyiike Owolagba, content creators including Ify Mogekwu of Ify’s Kitchen, Tania Omotayo, Layi Wasabi, and Gbemi Giwa shared their experiences navigating brand relationships.
They said inconsistent expectations and compensation models often left creators vulnerable, calling for industry-wide standards that recognise influencer work as professional labour.
From the brand side, marketing and partnership executives explained that internal pressures also shaped campaign demands.
A corporate panel moderated by Fadekemi Ahmed featured marketing specialist Lola Marcus, Head of Partnerships at BellaNaija, Omotunde Ibironke, and Head of Commercial at Polo Luxury Group, Olamoniso Nduka.
The panellists said brands faced strict key performance indicators, return-on-investment expectations, and reputation management concerns, which often influenced how collaborations were structured.
Agency professionals, including former Group Head of Strategy and Digital Innovation at Bluebird Communications, Cyril Onih, and Chief Executive Officer of Idea Hatchers, Rereloluwa Thomas, explained how agencies were often caught between creators and brands. It established the need for clearer rules that protect all parties.
Legal experts at a dedicated ethics and governance session stressed that contracts and documentation were critical as the creator economy matured. People and Operations Manager at Phenom Communications, Margaret Anavhe, moderated the session, which featured Senior Partner at Garrick and Co., Nosa Garrick, and the Partner and Head of Chambers at Jireh and Greys Attorneys, Onyinye Arthur-Okonkwo.
They addressed issues around defined deliverables, usage rights, disclosures, and consent, warning that weak legal foundations exposed both creators and brands to disputes.
A live consensus session during the forum revealed divided opinions on whether influencer invitations should always be paid or treated as courtesy engagements, with participants agreeing that transparent, context-driven arrangements were preferable to rigid, one-size-fits-all rules.
