Afrobeats star, Dapo Oyebanjo, popularly known as D’Banj, has described content as Africa’s new crude, saying the continent’s creative industry holds enormous economic potential if properly funded and commercialised.
The singer stated this following an equity investment in his artificial intelligence-powered creative platform, CREAM, by CANEX Creations Incorporated, a subsidiary of the African Export-Import Bank.
The investment agreement was signed on November 6, 2026, during CANEX WKND 2026, held at the Wole Soyinka Centre for Culture and Creative Arts, formerly known as the National Theatre, in Lagos.
In a statement issued on Friday by the Vice President, Music and Distribution at CREAM Platform, Matthew Ohio, D’Banj said the partnership would provide African creatives with access to financial infrastructure to compete globally while retaining ownership of their intellectual property.
“As I have always said, content is the new crude. This is beyond a deal signing. It is history being made: Africa’s creativity becomes Africa’s capital,” he said.
“African creatives now have access to the financial infrastructure to compete globally, while owning and retaining our IP in Africa.”
CREAM, established in 2016 in partnership with MTN Nigeria and the Bank of Industry, has attracted more than seven million subscribers through its USSD code, *463#, website and mobile application.
The platform has monetised more than 3,000 pieces of music, comedy, dance and art, while providing grants, free studio sessions, music videos and showcase opportunities to 16,668 creatives.
Under the partnership, Cinq Music Group will also sign and develop 10 artists discovered through CREAM’s talent discovery platform.
Speaking on the investment, the Chief Executive Officer of CANEX Creations, Osahon Akpata, said the partnership would accelerate the platform’s growth and expand the commercial opportunities available to African creatives.
“CANEX Creations exists to turn Africa’s creativity into lasting economic value. CREAM has demonstrated early traction in talent discovery and content monetisation.
“We expect our investment to accelerate its growth, connect more African talent with audiences and unlock greater commercial value from African creativity,” he said.
The investment is expected to strengthen the creative ecosystem by improving access to funding, talent development and global distribution opportunities for African artists and content creators.
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