Kebbi Turns to the Orange Economy to Create Jobs, Empower Youths and Drive Sustainable Growth

BIRNIN KEBBI: The Kebbi State Government is placing greater emphasis on the creative and cultural economy as a strategy for empowering young people, creating employment opportunities and building new sources of sustainable economic growth.

The government says the sector, widely described as the Orange Economy, has the potential to transform cultural expression, digital creativity and entertainment into viable businesses while creating opportunities for young people across the state.

The Commissioner for Information and Culture, Alhaji Yakubu Ahmed Birnin Kebbi, stated this during a presentation to participants of Course 48 of the National Institute for Policy and Strategic Studies (NIPSS), who were in Kebbi State as part of a local study tour.

The NIPSS delegation's visit focused on the role of the creative economy, entrepreneurship and sustainable development in the region, bringing attention to the growing relationship between culture, technology, tourism and economic development.

Represented at the engagement by the Permanent Secretary of the Ministry of Information and Culture, Alhaji Alkasim Salihu Gunabi, the commissioner explained that the administration of Governor Nasir Idris was working to create an environment where young people could turn their creativity and digital skills into sources of income.

The government's approach, according to the presentation, goes beyond traditional cultural promotion. It includes digital media, content creation, technology, entertainment, performing arts and tourism as components of a wider economic strategy.

From culture to economic opportunity

The growing global interest in the Orange Economy reflects a shift in how governments and businesses view creativity.

Rather than treating culture simply as a source of entertainment or heritage, the creative economy recognises creative ideas, cultural assets and intellectual property as economic resources capable of generating income and employment.

For Kebbi, the approach provides an opportunity to connect the state's cultural heritage with the aspirations of its growing youth population.

The state has a number of established cultural events and traditions that already attract public attention, including the Argungu International Fishing and Cultural Festival, Uhola Festival, Yauri Regatta, Gwandu Horse Racing and Hottungo Festival.

These events have cultural significance, but they can also support businesses and individuals operating in hospitality, transportation, photography, videography, fashion, food, entertainment, event management, tourism and digital media.

This wider economic value was one of the issues highlighted during the NIPSS engagement.

The argument is that cultural activities can become part of a broader economic ecosystem in which artists, entrepreneurs, technology workers, media practitioners and tourism operators all benefit from increased activity.

For young people in particular, the creative sector offers opportunities that do not always require the large capital investments associated with conventional industries.

A young person with digital skills, for example, can potentially build a career through video production, graphic design, social media management, photography, music, online publishing or other creative services.

The government's emphasis on skills development is therefore central to its broader Orange Economy strategy.

Government highlights digital media opportunities

A significant part of the government's presentation focused on the changing media environment and the opportunities created by digital platforms.

According to the commissioner, the administration has established a conducive environment for online media practitioners, digital entrepreneurs and local content creators to operate and commercialise their platforms.

The growth of social media and digital publishing has changed the way information is produced and consumed in Nigeria.

Individuals and small businesses can now build audiences without necessarily relying on traditional media organisations or large physical establishments.

For young people, this creates opportunities to develop careers around content creation, journalism, video production, marketing and digital communication.

However, the ability to benefit from these opportunities depends on skills.

The Kebbi Government said it has therefore organised training programmes for conventional and social media practitioners, focusing on areas including content development, short-form video production and fact-checking.

These areas are increasingly important in a media environment where audiences consume information through smartphones and social platforms.

Short-form video, in particular, has become a major component of digital communication, allowing creators and businesses to reach audiences through brief and visually engaging content.

For local creators in Kebbi, developing these skills could provide a pathway to promoting the state's culture while also creating commercial opportunities.

A content creator documenting a cultural festival, for instance, can produce material for local audiences while potentially reaching viewers outside the state and even outside Nigeria.

That creates a connection between cultural promotion and digital entrepreneurship.

Technology Hub positioned as a skills platform

The government also pointed to the Ministry for Digital Economy and the newly established Technology Hub as important institutions in its efforts to equip young people with relevant digital and creative skills.

The role of technology in the Orange Economy is significant because many creative businesses now depend on digital tools.

Graphic designers need design software. Filmmakers and video creators depend on digital editing tools. Musicians use digital platforms to distribute their work. Writers and publishers increasingly depend on online platforms to reach audiences.

Digital technology can also make it easier for creative entrepreneurs to sell services beyond their immediate communities.

A designer in Kebbi, for example, may provide services to a client in another Nigerian state without relocating. A videographer or photographer can build an online portfolio and attract customers through social media. A local artist can use digital platforms to promote and market creative work to a wider audience.

This means that investment in digital skills can potentially expand the geographical reach of young entrepreneurs.

The government sees its technology-focused initiatives as part of the infrastructure required to make this possible.

But skills development is only one part of the equation. For the Orange Economy to produce significant and sustainable economic impact, creative workers also need access to markets, finance, mentorship, infrastructure and opportunities to commercialise their intellectual property.

The NIPSS engagement provides an opportunity for these broader questions to become part of policy discussions around the state's economic future.

Performing arts and entertainment emerging as income sources

Beyond online media and technology, the Kebbi Government also highlighted the growing participation of young people in the performing arts and entertainment industry.

Music, short skits, theatre and other forms of performance are increasingly being used by young Nigerians as avenues for income generation and self-employment.

The popularity of short-form entertainment content has created opportunities for performers and creators who may previously have had limited access to large audiences.

Kebbi's cultural identity could provide an additional advantage in this area.

Local stories, traditions, languages, music and festivals can provide material for creative works that are both commercially relevant and culturally distinctive.

The challenge is to ensure that such creativity can move beyond occasional entertainment and become part of a sustainable creative industry.

That requires an ecosystem in which creators can develop their skills, protect their work, access audiences and earn revenue.

It also requires policymakers to recognise creative workers as entrepreneurs and contributors to the wider economy.

NIPSS delegation praises Kebbi's cultural assets

Speaking on behalf of the NIPSS delegation, team lead Barrister Niima Salma commended the Kebbi State Government for recognising the economic potential of its cultural heritage.

She specifically identified some of the state's major cultural and tourism events as important assets that could contribute to local economic development.

Among the events mentioned were the Argungu International Fishing and Cultural Festival, Uhola Festival, Yauri Regatta, Gwandu Horse Racing and Hottungo Festival.

These events provide more than cultural entertainment.

When visitors travel to attend festivals and competitions, they require accommodation, transportation, food, entertainment and other services.

Local businesses can therefore benefit from increased economic activity surrounding major cultural events.

Photographers, videographers, designers, artisans, fashion businesses, food vendors, hotels, transport operators and other service providers can all become part of the value chain.

The events can also provide opportunities for young people to develop careers in event management, tourism promotion, digital marketing and media production.

Salma therefore encouraged the state government to expand its investment in the creative and tourism sectors.

She argued that stronger development of these areas could contribute to the diversification of the state's economic base.

The case for economic diversification

Economic diversification has become an important policy issue for governments across Nigeria.

For states seeking to expand their internally generated revenue and reduce vulnerability to fluctuations in traditional revenue sources, sectors such as tourism, technology, entertainment and creative industries offer additional possibilities.

The Orange Economy is particularly relevant because creativity exists across several industries.

A cultural festival can support tourism. Tourism can support hospitality. Hospitality can create demand for food businesses and transportation. The festival itself can create opportunities for performers, media organisations, photographers, designers and event managers.

Technology can connect all these activities to larger markets.

A festival promoted effectively through social media can reach audiences far beyond Kebbi. Digital content can keep the state's cultural attractions visible even after an event has ended.

This creates the possibility of turning individual cultural events into long-term tourism and branding opportunities.

For Kebbi, the challenge will be to develop these possibilities into a coordinated strategy rather than treating creative activities as isolated projects.

Youth empowerment at the centre

At the heart of the government's Orange Economy agenda is youth empowerment.

Nigeria has a large and increasingly connected young population, and young people are among the biggest users and producers of digital content.

This demographic shift creates both a challenge and an opportunity for state governments.

Providing young people with skills that can translate into economic opportunities is increasingly important.

The creative sector can offer multiple entry points.

Some young people may pursue music or acting. Others may work in photography, video production, graphic design, writing, journalism, social media management, animation, fashion or event production.

Others may combine creative skills with technology to develop digital products and businesses.

The government's training programmes and technology initiatives are intended to provide some of the foundation for this transition.

However, the ultimate measure of success will not simply be the number of people trained.

The more important question will be whether those skills translate into sustainable livelihoods.

That means young people need pathways from training to actual economic participation.

Partnerships with private companies, media organisations, technology firms, cultural institutions, tourism operators and investors could help strengthen this pathway.

Protecting culture while commercialising it

The expansion of the Orange Economy also raises an important question about how cultural heritage is commercialised.

Kebbi's festivals, traditions and cultural practices have value beyond their economic potential.

They represent the history and identity of communities across the state.

As the government seeks to use these assets to generate economic activity, there will be a need to balance commercialisation with preservation.

This could include documenting cultural practices, supporting local artists and practitioners, encouraging young people to learn traditional forms of expression and ensuring that communities remain central to the presentation of their cultural heritage.

Digital media could play an important role in this process.

Young creators can use modern platforms to document traditional music, festivals, crafts, stories and performances, making them accessible to younger generations and audiences outside the state.

In this way, technology does not necessarily have to replace traditional culture. It can become a tool for preserving and promoting it.

Building a stronger creative ecosystem

The discussions involving the Kebbi Government and NIPSS participants point to a broader opportunity for the state.

The Orange Economy is not one industry. It is an interconnected collection of activities that can bring together culture, technology, entrepreneurship, tourism and media.

For the sector to grow, stakeholders will need to look at the entire ecosystem.

Skills development is important, but so are infrastructure, financing, access to markets, intellectual property awareness and business development.

Young creators also need opportunities to showcase their work.

Cultural festivals can provide some of those opportunities, while digital platforms can help creators reach audiences throughout Nigeria and internationally.

Government can contribute by creating an enabling environment, developing relevant policies and investing in infrastructure.

The private sector can provide investment, partnerships and markets.

Educational institutions can contribute training and research.

Creative professionals can provide mentorship and industry knowledge.

Together, these elements can create a stronger foundation for the state's creative economy.

NIPSS engagement opens door for wider collaboration

The engagement with NIPSS Course 48 participants also demonstrates the importance of policy discussions around emerging sectors.

The delegation's local study tour provides an opportunity to examine how Kebbi's existing cultural and economic assets can contribute to sustainable development.

The question-and-answer session that followed the presentation focused on policy implementation and strategic collaboration, suggesting that the conversation went beyond the identification of opportunities to consider how government initiatives could be strengthened.

For Kebbi, continued engagement with institutions such as NIPSS could contribute to broader discussions around economic planning, youth development and cultural policy.

The state's existing festivals and cultural traditions provide a foundation.

Its investment in digital skills and technology provides another.

The next step is connecting these assets in a way that produces measurable economic outcomes.

A new opportunity for Kebbi's young people

The Kebbi Government's renewed emphasis on the Orange Economy reflects a growing recognition that economic opportunity does not exist only in conventional sectors.

For a young person with a camera, a laptop, a musical talent, a storytelling ability or a digital skill, the creative economy can provide an entry point into entrepreneurship.

But talent alone is unlikely to be enough.

The long-term success of Kebbi's strategy will depend on whether the state can build an environment where creative talent can develop into sustainable businesses.

That means skills must be connected to markets, cultural assets must be connected to tourism, and digital innovation must be connected to real economic opportunities.

Kebbi already possesses many of the raw materials: a rich cultural heritage, established festivals, young people and an expanding digital environment.

The government's challenge now is to turn those assets into a structured and inclusive creative economy.

If that happens, the Orange Economy could become more than a policy phrase. It could become an important part of Kebbi's strategy for youth employment, cultural preservation, tourism development and economic diversification.

For the state's young population, that could mean new opportunities to build careers without having to look exclusively to traditional sectors.

And for Kebbi's economy, it could mean discovering new value in assets that have long existed but have not always been viewed primarily through an economic lens.

Kebbidaliy News will continue to follow developments around Kebbi's creative economy, youth empowerment, digital innovation and tourism sectors as the state explores new pathways for sustainable economic growth.

Source: Kebbi State Ministry of Information and Culture.