Dolapo Amusat’s journey from studying electrical engineering to becoming a prominent figure in the African digital creative landscape is a testament to the transformative power of technology and creativity.
As a product marketing manager at Google and the leader of WeTalkSound, Amusat embodies the innovative spirit of Nigeria’s youth, demonstrating how digital tools can enhance artistic expression and connect local talent to global markets.
In a recent interview with a news company, Amusat reflected on his unconventional background, which seamlessly blends technical skills with a passion for music and the arts. His early experiences as a poet and musician during his university days laid the groundwork for his current endeavors in the creative sector.
“I always knew I wanted to connect my technical knowledge with music and creativity,” he stated, highlighting the importance of interdisciplinary approaches in today’s fast-paced world.”
One of the most exciting aspects of Amusat’s work is his role at WeTalkSound, which began as a simple community for music enthusiasts. Over time, it evolved into a platform that collaborates with notable artists and record labels, including Joeboy and Lojay.
Through WeTalkSound, Amusat has executed numerous digital marketing campaigns and curated documentaries that showcase African music and culture, such as “Sounds of Nollywood.” His ability to blend storytelling with marketing has positioned the platform as a vital player in promoting Nigerian talent both locally and internationally.
However, Amusat also acknowledges the significant challenges facing the Nigerian creative industry. He points to macroeconomic factors, such as inflation and an unstable exchange rate, which have adversely affected the purchasing power of the average Nigerian.
This has led to a decline in entertainment spending, as families prioritize essential needs over leisure activities. Additionally, he highlights the lack of infrastructure and support systems that stifle the creative sector’s potential.
Despite these hurdles, Amusat remains optimistic about the future of the industry. He sees technology as a critical tool for overcoming existing challenges and unlocking new opportunities. “Access to the internet and digital skills will empower creatives to reach global audiences and generate revenue,” he explained.
By leveraging digital platforms, Nigerian artists can market their work beyond local borders and tap into markets with higher purchasing power, ultimately leading to greater financial stability.
Moreover, Amusat advocates for the development of products and services that address systemic issues within the industry, such as project financing and insurance for creatives.
The absence of these essential services has left many artists vulnerable, and addressing these gaps could significantly enhance the sustainability of the creative sector.
Looking ahead, Amusat envisions a future where more Nigerian creatives find success on global platforms. He believes that as international organizations recognize the talent within Nigeria, they will invest in local artists, further enriching the cultural landscape.
However he warns that without proper structures in place to retain value within the country, Nigeria may not fully benefit from these global opportunities.
Dolapo Amusat’s journey illustrates the dynamic intersection of technology and creativity in Nigeria. As he continues to build on his vision at WeTalkSound and beyond, his work not only highlights the potential of digital tools to enhance artistic expression but also underscores the importance of addressing the challenges faced by the creative industry. By fostering a supportive environment for artists and leveraging technology, Nigeria can position itself as a leading player in the global creative economy.
