Pursuing a career in the creative industry isn’t paved with rainbows. To succeed, one needs a mentor, continuous learning, and strategy, and one must be able to push boundaries.

Stakeholders in the creative industry made this submission at the International Designers And Design Conference (IDDC) which was held recently in Lagos.

IDDC is a platform designed to inspire and empower emerging designers in the creative world, by creating a financial networking platform, design thinking skills, effective marketing strategy, training, branding and promotion to revolutionise the creative industry.

Addressing participants, Abinoro Collins, a multi-dimensional artist, who specialises in recycling and repurposing materials urged emerging designers to clearly define their spot, and ask themselves what they can do better. He also highlighted the importance of building a reliable reputation that people can trust and learning the business of art.

Abinoro Collins

“To succeed in Nigeria, you need to find your niche and build your creative skills within that niche. Don’t get distracted by others. Then, you must ask yourself what else you can do to get better. You must be willing to learn and relearn, get extra lessons and research new ways of doing things and learn the business of art.

“To break into the international market, he reiterated the need to build a reliable reputation that people can trust, adding that one does not need to leave the shores of Nigeria to build an international brand.

” You don’t need to ‘japa’ to build an international brand. Build on the quality of your products. That will determine your credibility” Abinoro said.

He continues: “You are your network”. This is, to some degree, true in every industry, but it’s especially important in the creative world.

So many creative opportunities come via referral, whether from a past client, a colleague, or someone who knows and loves your work. That’s why it’s so important to focus on building your network; the more people you know, and the more people who know your work, the more opportunities you’ll have.

“Connect with other creatives and look for opportunities to share your work. Attend industry events. Reach out to people whose work and career you admire and ask them for coffee.

“Acknowledge that there will always be things you don’t know, and, if you want to reach your full creative potential, you should always be willing to go the extra mile to learn them.”

Abiodun Fiwa

Also speaking, Mrs Abiodun Fiwa Founder of Perxels Design School, a company that has helped young and aspiring Africans transition into the tech industry in its seven years of existence spoke about how technology can help impact their business.

She noted that businesses are now operating in an era where having a strong digital presence is essential, not only for success but often simply for survival too.

According to her, technology can help in communication, and presentation and help increase revenue for business.

“Email, instant messages, and texts help keep you and the people you work with informed and connected. When the lines of communication are open and easy to access, every business can run more smoothly.

“Digital marketing tends to yield better by far results than traditional advertising methods. They have the potential of undertaking marketing campaigns that target specific audiences hence increasing the conversion rate.

Emeka Anaeto

On his part, Emeka Anaeto, Business Editor, Vanguard Newspaper spoke on marketing and sales, which he noted are crucial pillars of every business.

He however stated that marketing is about building awareness about a brand and organisation, sales turn that viewership into profits by converting potential.

He urged the young creatives to start promoting their businesses early, by using their phones.

“The phones you have is a powerful tool. Learn how to develop your businesses to international standards. Starting promoting your products early. Don’t wait until things are right with the government. Be in people’s faces first thing in the morning, be consistent, check those responding to your messages, and understand your customers” he advised.

Earlier, Jude Attah, President of Phronesis Fashion World, and founder of IDDC, stated that the conference is designed to help emerging design entrepreneurs and existing design experts rediscover more opportunities in new marketplaces. Thereby making it easier to access funds to grow their Startups.

Founded in 2011, the programme is also aimed at creating professional networking opportunities for business startups.

Ace broadcaster, Rufai Oseni and Jude Attah, Founder of IDDC