The Job Creation and Micro, Small, and Medium Enterprises (MSMEs) Secretariat, under the Office of the Vice-President, has formed a strategic partnership with Nigerian music icon Mr. Innocent Idibia (Tuface) to rally public support for the MSMEs sector.

The partnership agreement was signed on Friday in Abuja by Tuface and Mr. Tola Adekunle-Johnson, Senior Special Assistant to the President on Job Creation and MSMEs.

Adekunle-Johnson explained that Tuface’s role as a Brand Ambassador for job creation and MSMEs would play a key part in promoting initiatives such as the National MSMEs Awards. He added that the collaboration would also support programs like the Expanded National MSMEs Clinics and the Shared Hubs for MSMEs Initiative, alongside other activities focused on creating jobs and fostering business growth.

“We’ve been looking for ways to maintain momentum in job creation and MSME development, especially around initiatives like the awards, hubs, and access to single-digit loans. In considering how best to engage our target audience, we recognized that the entertainment and creative sectors are powerful channels for reaching them,” said Adekunle-Johnson.

He continued, “Today, we are proud to partner with an icon in the Nigerian entertainment industry—Mr. Innocent Idibia, also known as Tuface. His consistency, creativity, and influence make him a perfect ambassador to drive support for public initiatives aimed at job creation and business development.”

In his response, Tuface thanked the administration of President Tinubu for its ongoing support for youth empowerment and small businesses. He expressed his excitement about the opportunity to raise awareness for MSMEs, particularly among young Nigerians.

“I appreciate the government’s confidence in me and I’m excited to be part of this initiative. It’s a step in the right direction,” said Tuface. “Today’s youth are often distracted and may stray from a positive life path, but initiatives like this can make a huge difference. I believe this program will have a far-reaching impact on individuals, communities, and the nation.”

He also commended the government for its focus on supporting young people and small businesses. “I applaud this initiative and the government’s genuine concern for the future of our youth and businesses,” he added.

Mrs. Sarah Ajayi, Deputy Director at the National Agency for Food and Drug Administration and Control (NAFDAC), emphasized the power of entertainment in engaging young people. “Entertainment is a powerful tool for attracting the youth, and having Tuface as our brand ambassador is a great choice,” she said.

Mr. Chukwuemeka Nwakile, Acting Group Regional Manager at Access Bank, also reiterated the bank’s commitment to youth empowerment and job creation. “At Access Bank, we are deeply committed to supporting job creation and youth development. We will continue to push for tangible action to make the government’s job creation initiatives a reality,” he said.