Lagos traffic fuels creative industry, content consumption — Hamzat

File: Lagos State Deputy Governor Kadri Obafemi Hamzat.

The Lagos State Deputy Governor, Obafemi Hamzat, has said the state’s heavy traffic has inadvertently become a major driver of content consumption and growth in the creative industry.

Hamzat stated this on Friday at PODFEST Naija, where he noted that many Lagosians consume podcasts, music and films in traffic, particularly on busy corridors such as Ojota to Obalende and on the Third Mainland Bridge.

The video of his remarks at the event was shared by News Central on Saturday.

He said, “Not long ago, the story of Lagos was often told by other people; it was told in headlines about traffic, crowds and chaos. Some of those stories are not entirely wrong.

“Anyone who has crossed the Third Mainland Bridge at 6 pm knows that Lagos traffic is not a problem; it’s just a lifestyle.

“I suspect that many of us in this room produce things that are consumed episode by episode between Ojota and Obalende. So, in a way, traffic has been the patron of your industry.

“So, you must celebrate traffic; that’s why we’re Lagos,” Hamzat said.

Speaking further, Hamzat said Lagos was increasingly telling its own stories through its creative community, including podcasters, filmmakers, musicians, writers, designers, developers and entrepreneurs.

“We are Africans and we tell stories. Lagos is now telling its own story and the people telling it in a very serious way are in this room,” he said.

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He said the state’s creative industry could only flourish when people felt safe, stressing the importance of safety and liberty to creativity.

“Creativity flourishes when people feel safe. So, for us in Lagos, safety and the liberty it guarantees remain a matter of rights because it is important that we are safe,” Hamzat added.

He also said the state was supporting innovation through funding, adding that it was backing research and development projects across sectors including health, education, mobility, film, technology, climate and culture.

“Gone are the days of great ideas and no funding,” he said.

Hamzat, however, stressed the need for creators to develop sustainable businesses from their work, rather than relying solely on audiences.

“A podcast with a million listeners and no business model is just a hobby with a good microphone. Too many creators still cannot turn audience into income,” he said.

He urged creators and storytellers to build businesses, protect their intellectual property and tell Lagos stories with excellence and integrity.

“Build businesses, not just brands. Own your own intellectual property, register it and protect it. Tell Lagos stories with excellence and with integrity. The world is listening,” Hamzat said.