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Nnamdi O. Madichie, Professor of Marketing & Entrepreneurship, University of Kigali

Detty December started as a Nigerian cultural moment. Now it’s spreading across the continent – and minting money

Festivals like Carnival Calabar in Nigeria abound throughout the year-end parties across west Africa and beyond. Akintomiwaao/Wikimedia Commons, CC BY-SA

Every December in Nigeria and Ghana a giant party takes place, unfolding in a whirlwind of concerts, festivals, weddings, art shows, dress-ups, meet-ups and travel. Locals and diaspora west Africans returning from overseas come together to create Detty December, a festive event stretching from mid-December to the new year.

Detty is a playful term for “dirty” in the regional Pidgin language and “Detty December” is a term commonly believed to have been coined by Afropop star Mr Eazi in 2016. It means letting loose and indulging in some fun and revelry.

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