By Seun oloketuyiÂ
Long before he became Governor of Osun State, Ademola Adeleke had built a reputation for his love of music and dance. The videos of him dancing at public events earned him the nickname “The Dancing Governor,” but beyond the light-hearted moments is an administration that has increasingly embraced the creative industry as an important part of the state’s growth.
Over the past few years, Osun has become more visible on Nigeria’s entertainment map. From hosting major industry events to supporting cultural festivals and celebrating local talents, the Adeleke administration has made deliberate efforts to place the state’s rich creative heritage in the spotlight.
One of the biggest moments came in December 2023 when Osun State hosted the 15th edition of the Best of Nollywood (BON) Awards. Held on December 22 and hosted by actor Kunle Remi, the ceremony attracted some of Nollywood’s biggest names and brought the industry’s attention to Osun. For many within the industry, hosting the BON Awards was more than just staging another event. It signalled Osun State’s ambition to become a destination for film, entertainment and cultural tourism.
Governor Adeleke reinforced that commitment on August 9th, 2024, when he reaffirmed his administration’s resolve to give greater attention to the creative sector, stressing that the industry remains an important driver of economic growth, youth empowerment and cultural development. Since then, that commitment has been reflected in a number of initiatives aimed at promoting culture, tourism and local talent.
One such initiative is the annual Adire Osun programme, where Governor Adeleke serves as the Chief Creative Officer. The initiative is designed to preserve and promote the state’s famous Adire fabric while creating opportunities for local artisans, designers and other creatives. It is also helping to introduce Osun’s cultural heritage to a wider audience beyond Nigeria.
The governor has also made it a point to recognise individuals who are flying the state’s flag in the entertainment industry. Following Osogbo-born comedian and content creator Layi Wasabi’s victory as Best Digital Content Creator at the 2024 Africa Magic Viewers’ Choice Awards (AMVCA), Adeleke congratulated him and described him as a proud ambassador of Osun State. He also pledged continued support for Layi Wasabi and other young creatives whose work continues to bring positive attention to the state.
Osun’s cultural festivals have also received renewed attention. The annual Osun-Osogbo Festival, one of Nigeria’s most celebrated cultural events, has continued to enjoy government support aimed at expanding tourism, promoting local crafts and creating more opportunities for businesses that benefit from the festival each year.
Music has equally remained part of the administration’s approach to engaging young people. Through large public concerts, entertainment has been combined with civic participation. One example was the Massive Youth and Voter Mobilisation Concert held at the Technical Field in Osogbo. The free concert featured performances by B-Red, Sir Shina Peters and Peruzzi, attracting thousands of residents and demonstrating how entertainment can also serve as a platform for community engagement.
Governor Adeleke’s personality has also shaped the atmosphere at many government events. Project commissioning ceremonies, festivals and public gatherings are often accompanied by music and cultural performances, reflecting his belief that governance should remain connected to the people and the culture they proudly represent.
These efforts may seem different on the surface, but they all point in the same direction. Whether it is supporting Nollywood, promoting Adire, investing in cultural festivals or celebrating homegrown talents like Layi Wasabi, the administration has consistently given the creative industry a place in its development agenda.
The impact of those efforts is already becoming visible across the state’s creative landscape. Osun is attracting more attention as a destination for culture, entertainment and tourism, while local creatives are finding more opportunities to showcase their talents and connect with wider audiences.
There is still more to be done, but one thing is clear: under Governor Ademola Adeleke, the creative industry has become part of the conversation about Osun’s future. For artists, filmmakers, musicians, designers and content creators, that renewed attention offers both recognition and an opportunity to contribute to the state’s growth. Whether through hosting the Best of Nollywood Awards, supporting the Osun-Osogbo Festival, promoting the Adire initiative or celebrating talents like Layi Wasabi, the administration has continued to show that culture and creativity can play a meaningful role in the development of Osun State.