Group positions creativity for jobs, inclusive growth in Rivers state

COLE2CREA8, the creative economy and enterprise acceleration platform under the ‘COLE’CTIVE INITIATIVE’, has been launched as a citizen-powered programme aimed at converting creativity into jobs, enterprise, and inclusive economic opportunity across Rivers State.

The programme will operate across all 319 wards of the state, targeting creatives and creative entrepreneurs in sectors such as arts, fashion, music, film, design, crafts, and digital content, according to a statement by the organization

It is designed to integrate creativity into civic participation, enterprise development, and media visibility, with a focus on organizing, supporting, and scaling creative talent.

Tonye Patrick Cole, founder, Cole’ctive Initiative, said the platform reframes creativity as productive infrastructure rather than informal activity.

“Creativity is not a side economy. It is a serious driver of jobs, identity, and opportunity. COLE2CREA8 connects talent to structure, markets, and growth,” Cole said.

The programme is structured to engage up to 319,000 creatives and creative entrepreneurs across the state, establish 319 creative enterprise hubs and networks, activate 319 impact zones focused on creative jobs and MSME growth, and integrate creative storytelling and marketplaces into 319 mobile television and digital platforms.

A representative of THE COLE’CTIVE INITIATIVE said the platform is focused on turning creativity into sustainable livelihoods. “COLE2CREA8 is about building bridges between talent, enterprise, and markets. It is designed to ensure that creativity translates into real economic outcomes,” the representative said.

Beyond artistic expression, the programme supports business readiness through training, networking, exposure, and enterprise support. It also links creatives to investment pathways and civic platforms, while expanding media reach to connect creative output with wider audiences, customers, and partners.

A creative entrepreneur involved in early engagements said the platform offers a pathway from talent to sustainable income.

“This platform treats creatives as entrepreneurs. It helps us move from talent to structured business and stable earnings,” the participant said.

COLE2CREA8 is integrated into THE COLE’CTIVE INITIATIVE’s five-part strategy of advocacy, activation, aggregation, acceleration, and alleviation, with a focus on embedding creative enterprise into civic participation and media narratives to drive job creation, youth empowerment, and inclusive growth.

Creative economy stakeholders have described the initiative as timely, noting that organized and visible creative industries can drive both cultural development and economic expansion.

As Rivers State pursues economic diversification, COLE2CREA8 positions the creative economy as a central pillar of inclusive growth, reinforcing the role of creativity in generating employment, strengthening identity, and advancing shared prosperity.