Nigeria’s entertainment and creative subsector is dynamic and fast-rising. The industry, which includes a variety of businesses from music, film, and fashion, to the arts, cinema, sports literature, and digital content production, employs millions of citizens and contributes considerably to the country’s economy (Murtala, 2018). It also occupies an important place in the country’s development trajectory and deployment of soft power, while its contribution to Nigeria’s economy has been extensively reported. According to the global professional services firm, PwC, Nigeria’s entertainment sector contributed $2.7 billion to the economy in 2016, representing 2.3% of the country’s GDP. This figure grew remarkably to $5.55 billion in 2019, but only recorded marginal growth to $6.74 billion in 2020 due to the COVID-19 pandemic. However, apart from its contribution to the GDP, the sector continues to employ millions of citizens, especially young Nigerians, and its contribution has been projected to hit about $15 billion by 2025.

Nigeria’s film industry, Nollywood, is the world’s second largest by volume, behind Bollywood in India. Every year, Nollywood produces about 2,000 films and generates an estimated $1.2 billion in income, making it one of the world’s most productive film industries. Nollywood films are known for their narrative storytelling, which reflects Nigerian culture and societal concerns. The industry’s sharp rise has been propelled by digital distribution outlets such as YouTube, Netflix, and Amazon Prime, which enable Nollywood films to reach worldwide audiences and earn significant income.

Given this extensive reach, film critics and reviewers have further enhanced the depth of the storylines and overall quality of Nigerian film production. This expansion has produced jobs for actors, directors, and production crew and boosted allied businesses like marketing and tourism (Matthew et al., 2018; Johnson, 2023).

In addition to Nollywood, Nigeria’s music industry, particularly its Afrobeats genre, has experienced rapid expansion and global recognition. Prominent Nigerian musicians like Burna Boy, Wizkid, and Davido have all attained global acclaim, receiving international awards, filling up major international entertainment centers like London’s O2 Arena and New York’s Madison Square Garden, collaborating with other well-known A-list artistes, and earning mind-boggling revenues in foreign currency. The role of social media platforms and streaming services cannot be overemphasized in this growth, as they have helped Nigerian musicians reach much larger audiences and monetize their intellectual property more efficiently. This international exposure has greatly strengthened Nigeria’s soft power, cultural exchange, and economic diplomacy while creating economic prospects for music producers, event organizers, and associated companies.

Furthermore, it has also been reported that Nigeria’s Nollywood movies currently constitute roughly 11% of the country’s total non-oil exports. The Nigerian entertainment industry is undoubtedly creating job opportunities and contributing to the country’s diversification from oil. In particular, the industry is currently rated as the second most significant employer of youths in Nigeria after agriculture, employing over one million people. Worth noting is the increasing prominence of comedy skits in the entertainment space. The skits are usually short videos with an average duration of 1 to 10 minutes.

Comedy skits have taken a new dimension after exploding during the COVID-19 lockdown. They provided a source of laughter and relief to many Nigerians, as most people found it safer to stay at home and get entertained with skits. Plausibly, comedy skits are currently the most patronized brand in the entertainment industry due to their funny pattern and comprehensive coverage. Beyond the humor in comedy skits, there are other socio-political and economic benefits. Therefore, considering these factors and given the rising unemployment and underemployment in the country, it became pertinent to examine comedy skits in Nigeria vis-a-vis its potential for job creation as the government continues to find lasting solutions to youth restiveness and crimes occasioned by rising unemployment.

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Excerpt from SKIT ECONOMY published by Narrative Landscape Press. Copyright © 2024 by Bell Ihua.

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