Prof. Ojo Bakare Urges Entertainers to Champion African Apparel in Video Productions
Abuja, Nigeria
Rasaki Ojo Bakare, the Commissioner for Arts, Culture, and Creative Economy in Ekiti State, has called on entertainers to prioritize the promotion of African apparel in their video productions. He delivered this insightful message during his address at the recently concluded Culture and Creative Economy Summit, held at Ajuji Greenwich Hotel in Abuja, Nigeria. The summit, which attracted major stakeholders in the culture and creative industries, provided a platform for Bakare to advocate for a shift in mindset within the entertainment sector.
Championing African Identity Through Fashion
In his speech, Bakare emphasized the importance of cultural representation in the entertainment industry, particularly in how African heritage is portrayed through fashion. He urged filmmakers, musicians, and content creators to embrace and showcase traditional African attire in their productions, rather than adopting foreign styles that often dominate the media. According to Bakare, the entertainment industry has a significant influence on public perception and identity, and by promoting African apparel, it can play a crucial role in preserving and celebrating the continent’s rich cultural heritage.
“Clothing is a powerful cultural marker,” Bakare stated. “It is a reflection of our identity, our history, and our values. By incorporating African attire into video productions, we are not just showcasing fashion; we are telling the world who we are, and that is a story worth telling.”
A Paradigm Shift in the Creative Economy
Bakare also highlighted a broader paradigm shift occurring within the global creative economy, where there is an increasing demand for authentic, culturally-rich content. He noted that as the world becomes more interconnected, there is a growing appreciation for diverse cultural expressions. This shift presents a unique opportunity for African creatives to position themselves at the forefront of the global stage by leveraging their rich cultural heritage.
Prof. Rasaki Ojo Bakare-extreme left, at a fireside chat with Hon. Hannatu Musawa, Minister of Arts and The Creative Economy as well as the DG of National Council for Arts and Culture, Obi Asika during The Culture and Creative Economy Summit in Abuja
However, Bakare stressed that to fully capitalize on this opportunity, there needs to be a conscious effort among African creatives to change their mindset. He called for a deliberate move away from the Western-centric narratives that have long dominated the entertainment industry, towards one that is firmly rooted in African traditions and aesthetics.
Economic Benefits of Cultural Representation
In addition to the cultural implications, Bakare pointed out the economic benefits of promoting African apparel. He argued that by showcasing traditional clothing, the entertainment industry could stimulate demand for locally made products, thereby supporting African designers, tailors, and the textile industry. This, in turn, would contribute to the growth of the local economy and create job opportunities within the creative sector.
Bakare’s message resonated with the attendees, many of whom are influential figures within the culture and creative industries. His call to action was seen as a necessary step towards redefining African narratives in global media and ensuring that the continent’s cultural assets are preserved and celebrated for future generations.
A Call to Action for African Creatives
As the Culture and Creative Economy Summit concluded, the sentiment was clear: the time for African creatives to embrace their heritage and showcase it to the world is now. Bakare’s advice serves as a reminder that the power of storytelling extends beyond words; it is embedded in the very fabric of our being—literally and figuratively. By promoting African apparel in video productions, entertainers can contribute to a broader movement that celebrates African culture, fosters economic growth, and shapes a positive, authentic image of Africa on the global stage.
