By Ali Afegbua, Founder, Nubianette
When I look back at my journey from over a decade ago; organizing events in Lagos to navigating the labyrinth of law school, one thing becomes painfully obvious: Nigeria’s creative industry and legal profession have spent over a decade in a cold war of mutual ignorance. And no, this isn’t one of those sweet “mutual respect” stories — it’s more a story about why lawyers and creatives need to stop side-eyeing each other and get to work. lol
Let’s rewind to 2010. I was deep in the Lagos fashion, events and advertising scenes — modeling, planning events, hobnobbing with designers. It was chaotic, glamorous, and, let’s face it, messy. The level of organizational disorder rivaled that of a family WhatsApp group during Nigerian elections. Contracts were mostly verbal, intellectual property (IP) theft was rampant, and some creatives couldn’t tell a legal agreement from a restaurant menu. It wasn’t entirely their fault; the industry was growing faster than anyone could manage.
As I transitioned from creative to law, the disconnect between these two worlds became glaring. Creative businesses were losing out on real money because they didn’t understand or value basic legal protections. Copyright infringement? A vague concept. Trademarks? Sounds like the title of a Nollywood movie. The irony of all this was that the creative industry, full of original ideas, was ripe for exploitation by the legal industry.
But here’s the main wahala: from where i viewed it, lawyers weren’t exactly knocking down the doors to help these creative businesses. Why? Because most law firms in Nigeria can barely market themselves effectively due to certain strictly interpreted restrictions under their Rules of Professional Conduct (RPC), let alone spot opportunities in emerging sectors. Some still think “business development” is only about printing glossy brochures with their firm’s logo. As someone who has worked in business development for many years, It’s not. There is a level of market intelligence research that top law firms do, which keeps them converting the highest paying clients. They also do not discriminate rigidly on the industries they sell their services to. Please learn from this!
The legal profession thrives on structure, tradition, and (let’s be honest) a touch of perfectionism. Meanwhile, the creative industry thrives on innovation, chaos, and flair. These two cultures might seem worlds apart, but there’s gold to be mined in the overlap — if only more lawyers would embrace market intelligence and actually get to know the creative sector.
Let me tell you, when I set up Nubianette, I didn’t just sit back and wait for inspiration to strike. I did the work. I researched industries, identified problems, and created solutions. The result? A thriving marketing and PR agency that works with diverse businesses — Legal, Fashion, Tech, you name it. Was it easy? Absolutely not. Will i do it again? 100%!
Here’s a plot twist: certain individuals didn’t take kindly to people like me. The gatekeepers — you know, those self-appointed custodians of tradition — saw my pivot from law as blasphemy. Apparently, doing marketing and business development as a lawyer in Nigeria was akin to committing heresy. In the early days i was badmouthed, blacklisted, and when i started getting the attention of the top firms within and outside Nigeria, i was cyber-attacked. Yes, someone actually went to the trouble of trying to hack my website.
But I digress. My point is, there’s no reason for lawyers to abandon the profession just because it refuses to evolve. The old ways of doing things aren’t just outdated; they’re actively sabotaging the future of legal practice. In 2025, we should be exploring innovations of the future, not trying to assume the role of “local champions” in maintaining the old ways of doing things.
What the Nigerian legal industry needs is a serious attitude adjustment. Stop looking down on lawyers who decide to explore creative and innovative areas. Stop blacklisting people for daring to be different. And for heaven’s sake, stop pretending market intelligence is beneath you, it is actually the life blood of your business.
If law firms embraced collaboration with the creative industry, imagine the possibilities. Better contracts, more sustainable business practices, more money to go around. It’s not just good for the creatives; it’s good for the lawyers, too. There’s money to be made, reputations to be built, and industries to be transformed.
But let me be clear: this isn’t a one-man job. I’m proud to be a connector and facilitator, but we need more people in the mix. Lawyers, creatives, business developers — everyone has a role to play. It’s time to stop clutching pearls and start building relationships.
That is why we put together the Nubianette Creators Corner event, which will tackle a segment of the creative industry each quarter and provide resources, contacts and opportunities for lawyers and creatives alike. The first edition is supported by top innovative law firms like Olaniwun Ajayi and PUNUKA.
Join us November 29th from 10:00 am at the office of Olaniwun Ajayi as we explore the theme: “Navigating the Challenges of Intellectual Property Enforcement for Fashion Businesses in Africa.”
Registration link: bit.ly/NubianetteCC
As for me? I’ve come out the other side of the drama stronger, wiser, and, frankly, amused. I’m building in my own corner, working with incredible people, and refusing to settle for less.
Either way, I’ll be here, connecting the dots and proving that collaboration isn’t just possible — it’s essential.
So, to my fellow lawyers: stop side-eyeing the creatives. To the creatives: stop ignoring the lawyers. And to the gatekeepers? Your era is over.
Here’s to a future where law and creativity meet — not in conflict, but in collaboration.
(Ali Afegbua is the Founder of Nubianette, a marketing and PR agency based in Lagos. He is passionate about bridging gaps between industries and finding innovative solutions to complex problems.) www.nubianette.com