By Ifeoma Ben, LLM, MBA
Nigeria’s creative economy is no longer a side conversation; it is a serious commercial ecosystem. From Nollywood films and streaming content to podcasts, influencers, skit makers, and brand collaborations, creative output is generating revenue at unprecedented levels. Yet behind every viral video, endorsement deal, and distribution agreement lies one essential ingredient: legal structure.
For lawyers willing to understand the business of content creation, the creative industry presents significant and growing opportunities.
The Business Behind the Content
Content today is intellectual property. Whether it is a YouTube series, a TikTok campaign, a film production, or a branded podcast, each piece of content has ownership rights, revenue potential, and legal risk attached to it. Many creators begin informally, but as revenue increases, so does the need for proper contracts, licensing arrangements, and brand protection.
Lawyers can step in early, not just when disputes arise, to structure relationships that protect creators while ensuring commercial clarity.
Influencer Agreements and Brand Partnerships
Influencer marketing has become a major revenue stream in Nigeria. Brands partner with content creators to promote products across social media platforms. However, these arrangements often begin casually, sometimes with little or no written agreement.
Lawyers can draft influencer agreements that clearly define deliverables, payment terms, exclusivity clauses, intellectual property ownership, usage rights, and termination conditions. They can also advise on disclosure obligations, reputation risks, and regulatory compliance.
By positioning themselves as advisers to both brands and influencers, lawyers can build repeat work in contract drafting and negotiation, particularly as creators secure long-term partnerships.
Production Contracts and Creative Collaborations
Film producers, music labels, podcast networks, and digital studios require well-drafted agreements with directors, actors, writers, editors, and technical crew. Questions around copyright ownership, royalties, revenue sharing, and distribution rights must be addressed clearly to avoid future disputes.
Lawyers who understand media production structures can assist in drafting talent contracts, co-production agreements, and rights assignments. These contracts are not merely legal documents; they determine who earns from the content and for how long.
As Nigeria’s content increasingly reaches global audiences through streaming platforms, contractual clarity becomes even more important.
Distribution and Licensing Deals
Streaming platforms and digital distributors require formal licensing agreements before hosting or distributing content. These agreements govern territorial rights, revenue splits, duration, and intellectual property protection.
Lawyers can negotiate favourable terms for creators, ensuring they retain certain rights or secure fair compensation structures. Understanding how to structure licensing deals allows lawyers to become strategic advisers rather than simple document drafters.
With more Nigerian content reaching international platforms, cross-border licensing expertise is becoming particularly valuable.
Protecting Intellectual Property
In a digital environment where content is easily copied and reposted, intellectual property protection is critical. Lawyers can assist creators with copyright registration, trademark protection for brand names, and enforcement strategies against infringement.
Advising on content monetisation strategies such as licensing rather than outright sale also allows lawyers to add long-term value to clients’ businesses.
Building a Profitable Media Practice
For lawyers seeking new revenue streams, the creative economy offers several entry points. Young lawyers can begin by drafting standard influencer agreements and reviewing brand contracts. Over time, they can expand into production financing deals, distribution negotiations, and intellectual property enforcement.
Law firms can develop specialised media desks serving creators, production companies, agencies, and digital platforms. Retainer arrangements with media houses and content creators can provide predictable income, particularly where ongoing contract reviews and negotiations are required.
The key is positioning. Lawyers who understand the commercial realities of the creative industry become trusted partners in growth, not merely dispute managers.
Conclusion
Nigeria’s expanding creative economy is built on talent, innovation, and intellectual property. However, sustainable success requires legal structure. From influencer agreements to distribution deals, lawyers play a central role in protecting rights, structuring revenue, and preventing disputes.
For legal professionals ready to engage with the business side of creativity, media law is not just an academic interest; it is a profitable and forward-looking practice area in Nigeria’s digital economy.
