Presidency Partners Tuface to Boost MSMEs, Job-creation Across Africa

African music icon Innocent Idibia, popularly known as Tuface, has partnered with the Job Creation and Micro, Small, and Medium Enterprises (MSMEs) Secretariat under Nigeria’s Office of the Vice-President to champion the growth of MSMEs and job creation across the continent. The initiative, which aims to enhance public support and awareness for small businesses, was formalized in a partnership agreement signed by Tuface and Mr. Tola Adekunle-Johnson, Senior Special Assistant to the President on Job Creation and MSMEs.

Adekunle-Johnson highlighted that Tuface’s appointment as Brand Ambassador would amplify the visibility of MSME-driven programs such as the National MSMEs Awards, Expanded National MSMEs Clinics, and Shared Hubs for MSMEs, all of which contribute to job creation and enterprise support. “Incorporating Tuface, a legend in the entertainment sector, aligns with our strategy to reach a larger audience through the creative industry. His popularity and influence will help drive public and private sector support for initiatives that promote business growth and job creation,” Adekunle-Johnson noted.

The initiative also aims to encourage youth engagement in MSMEs, with an emphasis on creating lasting economic opportunities through accessible funding and resources for African entrepreneurs. Adekunle-Johnson explained, “We want to sustain momentum for job creation and MSME promotion, including single-digit loans, by leveraging areas of interest, like entertainment, that resonate with our target audience.”

Accepting the role, Tuface expressed gratitude to President Tinubu’s administration for recognizing the potential of small businesses and youth empowerment. He pledged to use his platform to raise awareness for MSME opportunities, particularly among young Africans eager to explore entrepreneurial ventures. “I’m truly honored by this opportunity. This initiative is a great step in the right direction. Many young people face distractions, but with this support, they can redirect their energy toward positive growth that benefits themselves, their communities, and Africa as a whole,” Tuface said.

This collaboration underscores the government’s commitment to harnessing the influence of the creative sector to strengthen MSMEs. By involving popular figures like Tuface, the MSME Secretariat hopes to foster a culture of innovation, resilience, and entrepreneurship within Africa’s vast youth population, propelling the continent towards a sustainable economic future.

With MSMEs forming the backbone of African economies, this partnership signifies a vital step in mobilizing support from both public and private sectors to cultivate an enabling environment for business growth and job creation across the continent. (NAN)