Department of Mass Communication, Ambrose Alli University, Ekpoma, Edo State.
The alarming growth of digitalization of cultural expression across Africa calls for a critical re-examination of the concept of creativity in relation to media and technology. This paper interrogates how the convergence of cultural and media arts in Nigeria is redefining the nature, process, and politics of artistic creation. With the proliferation of digital tools, ranging from artificial intelligence and virtual production to social media art and immersive installations, African artists are engaging new modes of authorship, teamwork, and audience participation. The study employs a qualitative approach and textual analysis to examine selected digital artworks and creative platforms. Drawing on theories of posthumanism and digital aesthetics, this paper examines how technology bridges tradition and innovation while reshaping the creative agency of the African artist. The analysis reveals how digital media translate and project indigenous aesthetic practices into global arenas, even as they provoke critical debates over authenticity, cultural ownership, and the preservation of continuity. By situating Nigerian and broader African creative practices within the dynamics of technological modernity, the paper argues that creativity in the digital age is no longer confined to individual artistry but emerges through networked, computational, and transnational interactions. In conclusion, the paper argues that African cultural and media arts embody a form of hybrid creativity that mediates between cultural memory and digital futurity, contributing to the ongoing redefinition of artistic identity and expression.
