Beyond Oil and Agriculture: How Amsons is Engineering a Creative Revolution in Nigeria’s Middle Belt
JOS, NIGERIA

While Nigeria’s creative narrative has traditionally been dominated by the coastal “Lagos bubble,” a tectonic shift is occurring in the North-Central region. Amsons, a leading catalyst for regional growth, is successfully repositioning the Middle Belt as Africa’s next creative frontier through a masterclass in strategic global and local partnerships.
By bridging the gap between grassroots talent and international standards, Amsons is doing more than just funding projects—it is building a sustainable, world-class ecosystem.

The Strategy: Why “Collaboration” is the New Currency
For years, the Middle Belt’s creative potential—spanning the cinematic hills of Jos to the vibrant musical heritage of Benue—remained largely untapped due to a lack of infrastructure. Amsons’ intervention focuses on a “Global-Local” (Glocal) model, ensuring that a filmmaker in Nasarawa or a musician in Makurdi has the same technical and structural support as their counterparts in London or Lagos.
Key Pillars of the Amsons Initiative

• International Skill-Transfer: Partnering with European and American creative guilds to bring masterclasses in cinematography and sound engineering directly to the region.
• The PMAN Alliance: Working with the Performing Musicians Association of Nigeria (PMAN) to formalize the music sector. This partnership ensures local artists are registered, their royalties are protected, and they are empowered with digital tools for global distribution.
• The PLABOMA Connection: Collaborating with the Plateau state bloggers and media association (PLABOMA) to digitize the works of local authors and artisans, creating an “e-export” pipeline for Middle Belt craftsmanship.
• Infrastructure Hubs: Establishing state-of-the-art “Innovation Co-labs” equipped with high-speed internet and 4K editing suites to lower the barrier to entry for youth.
  A Lifeline for Local Talent: Professionalizing the Craft
  The impact of Amsons’ collaborative approach is already evident. By acting as a mediator between international bodies and local unions, Amsons has successfully placed Middle Belt creators on global streaming platforms, bypassing the traditional “Lagos bottleneck.”
  The involvement of PMAN and PLABOMA provides the structural backbone that was previously missing. Musicians and artisans are no longer working in isolation; they are part of a regulated, professionalized network that global investors can trust.

“We aren’t just giving fish; we are building the pond, the boat, and the global market stalls,” says an Amsons Project Director. “By partnering with international bodies and domestic giants like PMAN and PLABOMA, we ensure that the Middle Belt’s unique cultural stories are told with the technical quality—and professional protection—that the global market demands.”

2026: The Year of the Creative Belt
As part of its 2026 roadmap, Amsons has announced the “Middle Belt Export Initiative.” This is a strategic partnership with global distributors to guarantee that 30% of all regional content meets international broadcast standards by year-end.
Through these strategic alliances, Amsons is securing over $1.5 million in youth empowerment funding and is projected to create over 10,000 new jobs in digital marketing, content creation, and technical production across the region.

About The Author

Joshua Ishaku Apajukun

editor

Joshua Ishaku Apajukun is a skilled journalist and one of the top contributors at Sele Media Africa. He holds a degree in Mass Communication from the prestigious University of Jos. Known for his versatility and depth, Joshua covers a wide range of stories including breaking news, in-depth features, and compelling human interest reports. His commitment to factual reporting, ethical journalism, and impactful storytelling continues to shape the voice of Sele Media Africa, making him a valuable voice in the African media landscape.

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