Content Is The New Crude Says Broda Shaggi
Content is the new crude, says Broda Shaggi, urging Nigerian creatives to treat their intellectual property as valuable assets for unlocking major funding
Nigerian skit maker and actor Samuel Animashaun Perry, widely known as Broda Shaggi, has delivered a powerful message to creatives, urging them to treat their intellectual property as a financial asset.
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In a strongly-worded Instagram post on Monday, he described content as the new crude and said the creative industry, if properly funded, could unlock enormous economic potential.
Shaggi, one of Nigeria’s most followed online comedians, drew a compelling comparison between the content creation industry and Nigeria’s crude oil sector.
He stated that creativity holds just as much financial potential as petroleum—if only it receives the right investment. “Content is the new crude. Just like oil built empires, your creative output has massive untapped value,” he wrote.
According to the actor, talent and ideas are not the core challenges facing Nigerian creatives.
Rather, it is the absence of sustainable financial support systems that stunts the growth of many promising talents.
“One of the biggest hurdles we face in the creative world isn’t talent or ideas, it’s access to funding,” he noted.
He went further to ask a vital question that is gaining traction within the creative community: “How can we, as creatives, unlock financing by leveraging our Intellectual Property (IP) as collateral?” The question points to the growing conversation about valuing content as a tradable commodity that can attract loans, investments, and long-term returns.
Shaggi revealed that he recently participated in a knowledge-sharing event hosted by the CREAM Platform, an initiative that supports Nigerian artists and innovators.
During the session, key industry figures explored the idea of using IP as collateral to unlock financial opportunities. Shaggi said the session underscored one key lesson for him: content is not just about entertainment—it is business.
Your IP isn’t just art, it’s an asset. One that can open doors to millions, even billions.
The actor and comedian urged his fellow content creators not to lose hope. He advised them to keep pushing their craft with the understanding that what they produce has real economic value.
“So if you’re a creative, keep creating. Your IP isn’t just art, it’s an asset. One that can open doors to millions, even billions,” Shaggi stated.
The statement resonated across social media, drawing support from other Nigerian entertainers and fans who acknowledged the financial struggles often faced by content creators.
Some praised Shaggi for using his platform to highlight a critical issue in the industry, while others called on government and private investors to provide the financial structures that the sector desperately needs.
Nigeria’s creative economy, especially in the fields of music, film, fashion, and digital content, has grown exponentially over the last decade.
However, many creators still rely on self-funding, crowd-sourcing, or inconsistent brand endorsements to sustain their work.
Industry experts argue that institutional funding could transform the sector into one of Nigeria’s top revenue-generating industries.
Broda Shaggi’s analogy of comparing content to crude oil is one that has struck a chord with stakeholders across the entertainment ecosystem.
With increasing global attention on Africa’s cultural output, the push to properly structure, fund, and monetise intellectual property is gaining urgency.
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As Shaggi continues to rise within the creative space, his message adds weight to the call for a new funding paradigmone where art and commerce work together. “Your creativity is your oil well,” he concluded.
