How Investment In Creative Economy Will Change Nigeria’s Art & Fashion Industry

The Macallan, the Scotch whisky brand, has a history of actively supporting the Nigerian creative industry, building a partnership that leverages the right strategies to drive Nigeria’s fashion industry to achieve its projected $1.92 billion valuation by 2027.

Over the years, the brand has deepened its collaboration and commitment to craftsmanship and innovation in art, highlighting the synergy between whisky and artistic innovation, to create an unforgettable experience where craftsmanship and artistic ingenuity converge.

As part of its strategic drive to grow the creative industry in Nigeria, the whisky brand has partnered with several creatives and art-based organisations like the Art X Lagos fair, and Mai Atafo, a fashion designer.

Through the collaboration, the brand has consistently extended support to the creative communities, enhancing the visibility and prominence of local artists and their creative expressions on the global scene.

To align with these efforts, the brand aims to amplify creatives and highlight the potential of the Nigerian creative economy, which significantly contributes to the nation’s GDP. According to a recent report by Statista, motion picture and music recording accounted for roughly N154 billion, (roughly 197.6 million U.S. dollars) of Nigeria’s GDP in 2023.