ABSTRACT
The art of creativity, including its processes and products, is enshrined in culture and inextricably linked to the construction of identity, at both the individual and group levels. Contemporary African artists often draw inspiration from their indigenous backgrounds to reflect the values cherished by their people across time and space. Defining creativity is a humongous task, considering the diversity of connotations and meanings attributed to the term across fields and disciplines of human knowledge. According to Collins English Dictionary, “creativity is the ability to transcend traditional ideas, rules, patterns, relationships and create meaningful new ideas, forms, methods and interpretations.” The cultural environment provides a platform for artist to discover the essence and uniqueness of his culture and cultural values in his quest for identity and to contribute meaningfully to social development. The chapter posits that the construction of identity in contemporary Yoruba art is a product of cultural and social identity, which are also shaped by group norms and activities.
