The African Export-Import Bank (Afreximbank), through its investment arm CANEX Creations Inc. (CCInc), has signed a term sheet for an equity stake in Creative Reality Entertainment Arts & Music (C.R.E.A.M), the digital talent discovery and content monetisation platform founded by Nigerian music icon Daniel Oladapo Oyebanjo, popularly known as D’Banj.
The agreement, finalised during the 32nd Afreximbank Annual Meetings (AAM2025) in Abuja, Nigeria, outlines a proposed strategic investment by CANEX Creations Inc. into D’Kings Men Media Ltd., owners of the C.R.E.A.M platform. The transaction remains subject to due diligence and final board approval.
The move is part of Afreximbank’s broader push to scale commercially viable, IP-driven ventures in Africa’s creative sector, an industry it sees as central to economic transformation and youth employment across the continent.
“The C.R.E.A.M. Platform, which currently has over seven million subscribers across Nigeria, has received more than 10,000 content submissions and has directly supported over 38,000 creatives through funding, showcase, cash rewards, talent development, mentorship and marketing support,” said Mr. Oyebanjo, CEO of D’Kings Men Media Ltd.
Launched in 2016, C.R.E.A.M uses accessible mobile and web-based technology to provide aspiring artists across Africa with visibility and a path to monetisation. The platform is operated through both its website (www.creamplatform.com) and USSD code (*463#) on MTN Nigeria, offering low-barrier access to one of the continent’s most competitive industries.
C.R.E.A.M. has been credited with helping to launch the careers of several successful artists, including Berri Tiga, Specikingin, Slimcase, and LADE, whose viral hit Adulthood Anthem was backed by the platform.
“The creative economy holds immense promise for addressing Africa’s unemployment challenges. Globally, it is valued at over US$2 trillion,” said Mr. Osahon Akpata, Head of CANEX Creations Inc. “It offers substantial revenue streams for small businesses and creates countless employment opportunities, especially for the youth. With Africa’s under-25 population accounting for a significant proportion of the continent’s people, we see important opportunities in the sector.”
Akpata added that the proposed investment aims to strengthen C.R.E.A.M.’s scale and product innovation, enabling it to reach more creatives with tools for distribution, funding, and talent development.
The equity deal aligns with Afreximbank’s Creative Africa Nexus (CANEX) initiative, which has committed US$2 billion to support the continent’s creative and cultural industries. Alongside financing, Afreximbank is also working with governments to improve intellectual property protection and create enabling environments for African creatives to retain rights and earn from their work.
AAM2025 ran from June 25 to 28, drawing around 8,000 participants, including heads of state, policymakers, and industry leaders, from across Africa, the Caribbean, and global markets.
