Content creation is the new crude – D’Banj
Afrobeats icon Dapo Oyebanjo, popularly known as D’Banj, has described a new equity investment in his creative platform, CREAM, as a historic moment for Africa’s creative economy.
The investment was made by CANEX Creations Incorporated, a subsidiary of the African Export-Import Bank (Afreximbank).
The agreement was signed on November 6, 2026, during CANEX WKND 2026 at the Wole Soyinka Centre for Culture and Creative Arts in Lagos.
Speaking on the deal, D’Banj said African creativity was finally being recognised as capital, not just culture, Punch reports.
“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.”
Founded in 2016 in partnership with MTN Nigeria and the Bank of Industry, CREAM has grown into one of Africa’s leading talent discovery platforms, with over seven million subscribers across its USSD code *463#, website, and mobile application.
The platform has monetised more than 3,000 works in music, comedy, dance, and art, and has supported 16,668 creatives through grants, free studio sessions, music videos, and showcase opportunities.
Under the partnership, Cinq Music Group will sign and develop 10 artists discovered through CREAM’s talent discovery programme, giving emerging talent a direct pathway to professional development and global distribution.
Osahon Akpata, Chief Executive Officer of CANEX Creations, said the investment reflects the organisation’s mandate to convert African creativity into sustainable economic value.
“CANEX Creations exists to turn Africa’s creativity into lasting economic value. CREAM has demonstrated early traction in talent discovery and content monetisation,” Akpata said.
“We expect our investment to accelerate its growth, connect more African talent with audiences and unlock greater commercial value from African creativity.”
The partnership is expected to strengthen funding access, talent development, and global distribution for African artists and content creators.