Creativity and Innovation Among Entrepreneurs in the Cultural Economy of Kano

This study examines creativity and innovation as competitive drivers among entrepreneurs operating in the cultural economy of Kano, North West Nigeria, focusing on sectors including traditional textile dyeing, leather craft, music production, and film. Kano hosts one of Nigeria's most distinctive cultural economies, rooted in centuries of Hausa-Fulani artistic tradition but increasingly interfacing with global cultural markets and digital distribution platforms. Understanding how entrepreneurs in this cultural economy innovate while maintaining authentic cultural distinctiveness offers insights relevant to the broader creative economy development agenda. The study employs a qualitative descriptive methodology, conducting in-depth interviews with 20 cultural economy entrepreneurs selected through purposive sampling to represent the major creative sectors of Kano's economy. Interviews examined sources of creative inspiration, innovation processes, market orientation, and challenges to creative development. Thematic analysis was applied. Findings reveal that creative entrepreneurs in Kano draw on a blend of traditional craft knowledge transmitted through apprenticeship, exposure to international market trends through trade and social media, and customer feedback as primary sources of innovation. Digital platforms, particularly Instagram and YouTube, are increasingly important channels for cultural product marketing that bypass traditional intermediaries. The tension between maintaining cultural authenticity and adapting products for export markets is a consistent creative management challenge. Recommendations include the establishment of a Kano Creative Enterprise Hub that supports cultural entrepreneurs with branding, intellectual property protection, and export market access. Keywords: creativity, innovation, cultural economy, Kano, creative industries.