Cecil Hammond Expands Investment in Nigeria’s Creative Talent Pipeline
Cecil Hammond, founder of Flytime Promotions, announced a 5 billion yen (approximately US $4 million) commitment to deepen his support for Nigeria’s creative workforce. The pledge, made through the newly launched Flytime Foundation, targets the engineers, managers, and producers who form the technical backbone of the country’s growing entertainment sector.
Why the Investment Matters
Nigeria’s creative economy is projected to contribute US $15 billion to GDP by 2030, according to industry forecasts. While artists often capture the spotlight, the sector’s long‑term growth depends on a skilled technical workforce capable of delivering high‑quality productions at scale. Hammond’s investment is a targeted effort to close that structural gap.
“For every artist you see, there are many more who never got the chance, not for lack of talent, but for lack of opportunity,” Hammond said during the announcement.
The Flytime Foundation’s Mission
The foundation’s core objectives are:
- Provide hands‑on training in the performing arts and technical production.
- Offer mentorship from industry veterans.
- Grant access to professional‑grade equipment.
- Create clear career pathways into music, film, events, and hospitality.
By focusing on these areas, the foundation aims to transform raw talent into sustainable careers that can fuel Nigeria’s creative output for years to come.
Two Decades of Industry Building
Hammond’s announcement builds on a track record that spans more than 20 years:
- Rhythm Unplugged – launched in 2004, the concert series has become a staple of Lagos’ December season.
- Flytime Party – introduced in 2017, expanding the brand into large‑scale festival experiences.
- Diversified services and portfolio – corporate events production, H48 Talent Booking Agency, Magicline Films, and Flytime Records (in partnership with Virgin Music UK).
- Hospitality ventures – Mako Lagos and TAPE Lagos, bolstering the live‑music ecosystem.
- Latest announcement – Flytime joins The Secret Lives of Baba Segi’s Wives as executive producer, signalling a move into film financing.
These initiatives have positioned Hammond as a central figure in Nigeria’s live‑entertainment and hospitality landscapes, lending credibility to his latest talent‑development push.
A Celebration of Influence
The foundation’s unveiling culminated in a gathering of roughly 2,000 guests at the Eko Hotel and Suites. Attendees represented a cross‑section of Nigeria’s industrial and cultural elite, including:
- Alhaji Aliko Dangote – President, Dangote Group
- Femi Otedola – Chairperson, First HoldCo
- Abdul Samad Rabiu CFR CON – Chairman, BUA Group
- Dr. Wale Tinubu CON – Group CEO, Oando PLC
- Lady Dr. Adaora Umeoji OON – CEO, Zenith Bank
- Aigboje Aig‑Imoukhuede CFR – Founder, Coronation Group
- Mo Abudu – CEO, EbonyLife
- Don Jazzy – Founder, Mavin Records
- Genevieve Nnaji – Award‑winning actress
- Tiwa Savage – Grammy‑nominated artist
- Flavor and Phyno – Prominent musicians
The event underscored the broad support for Hammond’s vision across business, entertainment, and media circles.
Looking Ahead: From Boom to Pillar
Hammond frames the next decade as a shift from proving Nigerian talent can shine on global stages to ensuring Nigeria owns the systems that sustain that success. By investing in the talent pipeline, he aims to turn the Afrobeats surge into a lasting, wealth‑generating pillar of the national economy.
Connect with Cecil Hammond and Flytime
Stay updated on the foundation’s activities and Hammond’s ventures via their official social channels:
- Instagram: @cecilhammond
- Instagram: @flytimehq
- Instagram: @rhythmunplugged
- Instagram: @flytimefest
- Instagram: @flytimefdn
