During a recent address at the Loeries International Creative seminar, Nnenna Onyewuchi, executive director of strategy and innovation at Yellow Brick Road (YBR), emphasized the importance of African creatives embracing their unique strengths and stories. She highlighted the global success of Afrobeats as a prime example of the power of authenticity and staying true to one’s roots in a world filled with imitation.
Onyewuchi pointed out the rich cultural heritage and diverse narratives that African creatives possess, urging them to draw inspiration from their local languages and traditions. She stressed the significance of tapping into these sources to create truly authentic and impactful work that resonates on a global scale.
Embracing Failure and Taking Risks
Despite facing challenges such as limited budgets and resources, Onyewuchi encouraged African creatives to view failure as a valuable learning opportunity. She emphasized the importance of taking risks and pushing boundaries in order to grow and innovate in the rapidly evolving creative landscape.
“We’ve got to chase failure, embrace it, because that’s how we learn.”
Onyewuchi also highlighted the importance of adaptability and continuous learning in the creative industry. She urged creatives to expand their skill sets and embrace new technologies to stay relevant and competitive in the field.
Self-Reliance and Collaboration
In her closing remarks, Onyewuchi called for self-reliance and collaboration among African creatives, emphasizing the need for taking initiative and working together to achieve success.
“Nobody is coming to save us. We have got to step up and save ourselves.”
She suggested a strategy of forming a network of collaborators instead of relying on large companies, promoting a sense of empowerment and unity within the creative community.
Onyewuchi’s message was one of encouragement and empowerment, urging African creatives to believe in their own capabilities and potential to make a global impact.
“We are our own major key. We have everything we need to not just succeed, but to take over the world. We just have to believe it.”
