The African Export-Import Bank (Afreximbank) has acquired an equity stake in C.R.E.A.M., the creative platform founded by Nigerian singer D’banj, to strengthen investment and commercial opportunities for African creatives.
The investment, made through Afreximbank's investment vehicle, CANEX Creations Incorporated, was formalised at a signing ceremony on November 6, 2026, during the Creative Africa Nexus Weekend (CANEX WKND) in Lagos.
The agreement follows a term sheet signed in Abuja in June 2025.
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C.R.E.A.M., which stands for Creative, Reality, Entertainment, Arts and Music, is owned by D’Kings Men Media Ltd. The platform connects creatives with audiences through talent discovery, content monetisation and direct engagement with fans.
Since its launch in 2016, C.R.E.A.M. has attracted more than seven million subscribers through its website, mobile application and USSD code, *463#.
The platform has also monetised more than 3,000 creative works across music, comedy, dance and art, generating revenue through telecommunications billing, caller ringback tunes, content distribution and direct sales.
According to Premium Times, it has provided grants, free studio sessions, music videos and showcase opportunities to 16,668 creatives.
Afreximbank established CANEX Creations to invest in, develop and commercialise African intellectual property while supporting the growth of the continent's creative industries.
Speaking on the investment, D’banj said the partnership would expand financial opportunities for African creatives while helping them retain ownership of their intellectual property.
He described the agreement as an opportunity to turn African creativity into economic value and strengthen the global competitiveness of the continent's creative industry.
Osahon Akpata, Chief Executive Officer of CANEX Creations Incorporated, said the investment would accelerate C.R.E.A.M.'s growth, connect more African talent with audiences and unlock greater commercial value from creative works.
At the event, C.R.E.A.M. also introduced its Full Content Download (FCD) service, which allows users to purchase music, videos and other creative content outright through its website or USSD platform.
The service is designed to provide artistes with additional revenue streams beyond conventional streaming platforms while allowing fans to purchase and own content directly.
Through a partnership with Los Angeles-based Cinq Music Group, the platform will also make international music available to Nigerian consumers, beginning with T.I.'s 'Live Your Life', featuring Rihanna.
The partnership will further see Cinq Music Group sign and develop 10 artistes identified through C.R.E.A.M.'s talent discovery platform.
The investment forms part of Afreximbank's broader efforts to support Africa's creative and cultural industries through financing, investment, market access and intellectual property development.
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