Creatives are referred to as innovators or creators of new ideas. They introduce new methods, ideas, concepts or products. They are known to contribute in several areas.

Chris Ogunlowo, an expert in creativity business and human progress was on SIGNALS, Lagos Talks 91.3 FM to talk about the Creative industry with Adewunmi Oshodi.

According to Ogunlowo, Creative service providers can take part in the democratic tradition, the campaign process either by helping the candidate or politician put their messages together or help them to connect to their audiences in different ways.

Creatives can come and play their role by coming up with slogans or using the right kind of words, put them together for either radio or TV commercials to help the candidate tailor their messages in a very articulate way, also using visuals try to invoke a certain kind of response from people.

He advised for cultural diplomacy which he defines as a way to use culture as vehicle to breach gaps and allow understanding at individual and at general level.

When asked how challenging it is to manage the creative space, he described the space as broad. In commercial sense, creatives are people who create for TV, who create for film, make music and others. Speaking in general sense, he described the creative environment as being a tedious place where people create from nothing with a degree of subjectivity to what is being created or who is sponsoring what is being created.

Creatives therefore, need to be careful in the terms of what they put out there, so as not to hurt some cultural sensibility, religious sensibility or political sensibility This suggests that the creatives have a degree of responsibility in what they do no matter how far they want to go in terms of message or creation, creatives should also be mindful of the context in which they are expressing themselves.

Illustrating on the above, he said, “Nigeria is right now in a political season and at the back of that, we will always have our religious drama somewhere, so if the creative is going to take advantage of that then to pass a message either commercial or non-commercial, will also want to make sure that you are respectful of some of these things, it doesn’t actually mean that you are going to compromise your creative works but just that you are respectful to the degree in which, in trying to pass a message across you don’t want to steam intolerance or insensitivity.”

He described the Nigerian creative space as an exciting space in terms of what is being done in the music industry and the compelling story telling prowess on the content creative side.

The expectation of a content creator from clients should actually start with the content creator knowing his own personality and his job. Clients will appreciate creators who can demonstrate their level of craft in job delivery. Content creators should expect that their clients will look for quality creators and quality contents; it therefore means that content creators should be those people that will attract these kinds of clients that want that level of service.

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