Creativity Pays: Onye Ubanatu Champions smart negotiation for African creatives
By: Goodluck E. Adubazi, Abuja.
As part of this year’s British Council Creative Economy Week, celebrated under the theme “Building the Future Through Creativity”, renowned African creative entrepreneur Onye Ubanatu delivered a masterclass that left the room buzzing with energy.
Held on Friday, September 12, in Abuja, Ubanatu’s session, titled “The Creative Hustle: Negotiation for Creatives”, focused on one of the most overlooked yet crucial aspects of the creative industry, the art of negotiation.
Creatives Must Learn to Demand Their True Value” Onye Ubanatu Declares
Speaking exclusively to Standard Times Nigeria, Ubanatu emphasized the untapped potential of Africa’s creative economy and explained how poor negotiation continues to cost creatives at the grassroots level.
“The creative economy is still in its early stages, especially in Africa. We’re seeing incredible talent and output from the continent, but many creatives aren’t realizing the true value of their work because they don’t negotiate well,” he said.
“I conducted careful research and discovered that the breaking point for many creatives lies in the negotiation process. That’s where a lot of value is lost. Sadly, not many people are even talking about it,” he added.
“Beyond the Paycheck: Negotiation is a Power Play”
In his dynamic presentation, Ubanatu explored topics such as:
The power of negotiation, Common challenges faced by creatives, Why negotiation matters, The dangers of not negotiating, How to establish professionalism, and Why negotiation must go beyond money, among others.
His delivery captivated participants, sparking intense engagement and conversations that continued well after the session ended.
“You felt the energy in that room,” Ubanatu told reporters. “Even you were smiling behind the camera because the truths shared hit deep. The feedback has been phenomenal, and I believe the long-term results will be massive.”
Creative Industry: A Goldmine Waiting to Be Unlocked
When asked about the economic potential of Nigeria’s creative industry, Ubanatu offered a bold prediction:
“The GDP numbers we see each year only scratch the surface. If creatives master the art of negotiation and understand their true value, the profit margin of this industry could exceed any current estimates , even if it’s $2 billion now, multiply that several times. That’s how much potential we’re talking about.”
Onye’s Call to Action
Onye Ubanatu’s message was clear: creatives must take control of their value. As the creative economy continues to grow, mastering negotiation isn’t just a skill, it’s a survival strategy.
“Negotiation isn’t just about money,” he concluded. “It’s about asserting your value, protecting your craft, and building a sustainable future in the creative space.”
About the Speaker
Onye Ubanatu is a seasoned African creative entrepreneur, content producer, event curator, and trainer, known for creating impactful experiences and platforms that empower talents across the continent.
