Exploring Nigeria’s creative economy through the lens of content creators

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By Mary Nnah

The Digital Creative Economy in Nigeria has experienced galvanic growth and shows tremendous prospects. The COVID-19 lockdown produced many content creators who have become influencers, creating economic fortunes for themselves, their families and the larger society. Incidentally, the StoryStoryHub campaign, initiated by Playhouse as part of its 12th Anniversary activities, is playing up the role and impact of the Creative Digital Economy in Nigeria, with an emphatic focus on the stories of digital creatives who have combined their talent and the power of digital media to bring forth great changes in their lives and those of their families, drive commercial growth, and rewrite the digital economy narrative of Nigeria.

These individuals have taken content creation as their full-time business, operating what can be termed a ‘creator economy’. 

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Motivated by the barefaced impact of the Digital Creative Economy, Playhouse Communications, a premier digital communications agency passionate about creating digital connections between brands and their audiences, launched an innovative initiative tagged, ‘The StoryStoryHub’. 

This trail-blazing campaign seeks to predominantly explore the impact of the burgeoning digital creative sector on the Nigerian economy. Essentially, it is intended to emphasise the enormous economic roles of the creator economy and highlight how digital creatives, like skit makers and content creators, have flourished through the instrumentality of digital media.

Managing Director/Chief Executive Officer of Playhouse, Mr. Tolu Onile-Ere, explained: “We are embarking on the StoryStoryHub initiative centred on the Digital Creative Economy in Nigeria. We launched this campaign to celebrate everything good about the digital economy in Nigeria. This campaign aims at making Nigerians aware of the tangible benefits of the digital economy in their daily lives. While the use of social media in Nigeria is commonplace, not everyone understands just how important it is to the common man’s life. This campaign is set to change that”.

The StoryStory Hub campaign featured a renowned name in Nigeria’s skit-making space, Broda Shaggi,  a popular Nigerian Skitmaker whose real name is  Samuel Animashaun Perry.

Broda Shaggi is known for his hilarious skits, often featuring his signature character, a clueless street urchin. In addition to his comedy career, he is also a successful actor, having appeared in several films and television shows.

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Broda Shaggi comes from a humble background but has etched his name in the mind of almost every Nigerian. From the squalid Makoko axis in Lagos, he leveraged his aptitude for creating humorous content to become a social media sensation and has now delved into other entertainment areas like acting, as he has featured in many top-grade movies.

In his StoryStoryHub episode, Broda Shaggi narrated his trajectory as a content creator: “I wasn’t born with a silver spoon. So, when I lost my dad, my mom and I had to relocate to Makoko, a very rugged area in Lagos. I had to rely on my talent – singing, drumming, dancing and acting- just to make ends meet and to finish my programme at the University of Lagos. It wasn’t easy. I said to myself, all these talents can’t go to waste. So, I started posting my skits on Instagram and Facebook and my following started growing gradually. Now, I have 12 million followers on Instagram and 9 million followers on Facebook. Since I joined these platforms, I have been making money.’

Broda Shaggi who revealed that this has impacted not only him but his family, friends and well-wishers,  urged other young people to do the same, adding,  ”Have such an impact for yourself. I want you to know that you have a talent. So, share your talent in the form of content on social media platforms, and with God’s grace, consistency and hard work, you will become a better version of yourself and make an impact”.

Broda Shaggi ’s story simply accentuated how powerful social media platforms are, especially when you are consistent. From skit-making, he transitioned into starring in tier-one movies, not forgetting the inroads he has made in brand promotion, ambassadorship deals and job creation, which have an immensely positive effect on the larger Nigerian economy.

Similarly, Tricia Olufemi-Olumide, known as Triciabiz on social media, has grown to become a prominent personage in Africa’s entrepreneurship. Founder of Ziba Beach Resort, a boutique resort in Lagos, Tricia is a marketing strategist, launch expert, business coach and Angel Investor. Still, she started online,  creating videos to teach people how to build an online business and make money.

She said in her beginning years, she was discouraged by several people who told her to get a job, but she persisted with determination and garnered momentum over time, impacting millions of people across the globe through her content. Now, she has invested in other sectors, including tourism, where she also contributes to solving the challenge of unemployment.

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In her StoryStory Hub episode, she relayed: “I moved from being an online teacher to becoming a beach resort owner. You never know how your story will evolve. You just need to use the tools in front of you to get to your destination. I started as a teacher, sharing my knowledge and experience online, but I knew I wanted to do more, and I eventually used the profits from my knowledge business amongst others to build Ziba Beach Resort. To those who feel the online business is a joke, well, look where we are now”.

In the same vein, Eric Okafor, with the social media handle ‘Knewkeed’, is another content creator whose journey of impact in the Creative Digital Economy is stimulating. Okafor’s tech content creation was inspired by a regular recording of a phone unboxing session which he did with his boss in 2015.

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 “That video with my boss was my first unboxing video. A year later, I quit my job. In 2017, I decided I was going to do content creation full-time, with a 5000 naira mat and a mini-tripod. The set-up was 10,000 naira. I relied mostly on sunlight. With consistency, brands started to reach out. I started getting contracts, gigs and retainers from agencies for content creation. I also started travelling around the world, creating content. One good turn deserves another. In my little way, I gave back to my alma mater- Kings College- but what I am most proud of is using my influence to set up a younger creator for life. In record time, my dream is to make younger stars shine”, he noted.

With a cumulative following of 248,000 on Instagram, Facebook and the X app, Knewkeed is leading the charge for young tech content creators and driving growth for businesses through strategic content marketing, which is also helping to develop the Digital Creative Economy.

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Another content creator that was featured in the StoryStoryHub series is Muaz Muh’d, well known as ‘Bushkiddo’.

His story: “About 9 or 10 years ago when I finished NYSC. One day, I came across an American comedian who does skits in just 15 seconds. I was impressed. That was what propelled me to start creating content. I started alone with my phone and the dedication to create something similar in Hausa. After a while, my videos started gaining traction. Brands started paying me to create content for them. Family and friends came in and we became a team. That’s how we’ve made it this far”.

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Riding on a social media (Facebook, Instagram and the X app) following of over 891,000, Bushkiddo significantly impacted his friends, family and businesses, translating to positive results for the Nigerian economy.

Also, Jennifer Onyekwelu, famously known as Jenni-frank in the social media community, partook in the StoryStoryHub campaign. Jenni-frank creates entertainment content and has grown her followers from zero to 808,000 on Instagram and over 4,000,000 on TikTok. Those numbers speak of consistent diligence! She has monetised what started as a pastime and now connects brands with their audiences through enjoyable, educative content. She stressed how content creation has economically empowered her and the people around her, putting her in a position to create jobs for fellow Nigerians.

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An influencer, actor and TV show host, Jenni-frank shared her story: “Rising from the streets of Onitsha to where I am today is a story, I am willing to tell over and over again. I started creating content with just my phone and natural sunlight. Thanks to the impact of social media which has played a huge role in making me grow and impacting me positively. I have been able to bridge the gap between brands and consumers. I have also created a new market. Social media has played a huge role in building community, showcasing talents and connecting people from different parts of the world. And the best part is that it is accessible and the money is there”.

In conclusion, the StoryStoryHub campaign, initiated by Playhouse as part of its 12th Anniversary activities, is playing up the role and impact of the Creative Digital Economy in Nigeria, with an emphatic focus on the stories of digital creatives who have combined their talent and the power of digital media to bring forth great changes in their lives and those of their families, drive commercial growth, and rewrite the digital economy narrative of Nigeria.

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This trail-blazing campaign seeks to predominantly explore the impact of the burgeoning digital creative sector on the Nigerian economy. Essentially, it is intended to emphasise the enormous economic roles of the creator economy and highlight how digital creatives, like skit makers and content creators, have flourished through the instrumentality of digital media

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sanya-onayoade

Sanya Onayoade

Continental Editor, North America

SANYA ONAYOADE is a graduate of Mass Communication and a Master of Communication Arts degree holder from the University of Ibadan. He has attended local and international courses on Media, Branding, Public Relations and Corporate Governance in many institutions including the University of Pittsburgh; Reuters Foundation of Rhodes University, South Africa and Lagos Business School. He has worked in many newspaper houses including The Guardian and The Punch. He was the pioneer Corporate Affairs Manager of Odua Telecoms Ltd, and later Head of Business Development and Marketing of Nigerian Aviation Handling Company (NAHCO Plc).

He has led business teams to several countries in the US, Asia and Europe; and was part of an Aviation investment drive in West Africa. He has also driven media and brand consultancy for a few organizations such as the British Council, Industrial Training Fund, PKF Audit/Accounting Firm and Nigeria Stability and Reconciliation Programme. He is a Fellow of Freedom House, Washington DC, and also Fellow of Institute of Brand Management of Nigeria. Sanya is a member of Nigerian Institute of Public Relations (NIPR), Advertising Practitioners Council of Nigeria (APCON) and Project Management Institute (PMI). He is a 1998 Commonwealth Media Awards winner and the Author of A Decade Of Democracy.
Morak Babajide-Alabi

Morak Babajide-Alabi

Continental Editor, Europe

Morak Babajide-Alabi is a graduate of Mass Communication with a Master of Arts Degree in Journalism from Napier University, Edinburgh, United Kingdom. He is an experienced Social Media practitioner with a strong passion for connecting with customers of brands.

Morak works as part of a team currently building an e-commerce project for the Volkswagen Group UK. Before this, he worked on the social media accounts of SKODA, Audi, SEAT, CUPRA, Volkswagen Passenger Cars, and Volkswagen Commercial Vehicles. In this job, he brought his vast experience in journalism, marketing, and search engine optimisation to play to make sure the brands are well represented on social media. He monitored the performance of marketing campaigns and data analysis of all volumes of social media interaction for the brands.

In his private capacity, Morak is the Chief Operating Officer of Syllable Media Limited, an England-based marketing agency with head office in Leeds, West Yorkshire. The agency handles briefs such as creative writing, ghostwriting, website designs, and print and broadcast productions, with an emphasis on search engine optimisation. Syllable Media analyses, reviews, and works alongside clients to maximise returns on their businesses.

Morak is a writer, blogger, journalist, and social media “enthusiast”. He has several publications and projects to his credit with over 20 years of experience writing and editing for print and online media in Nigeria and the United Kingdom.

Morak is a dependable team player who succeeds in a high-pressure environment. He started his professional career with the flagship of Nigerian journalism – The Guardian Newspapers in 1992 where he honed his writing and editing skills before joining TELL Magazine. He has edited, reported for, and produced newspapers and magazines in Nigeria and the United Kingdom. Morak is involved in the development of information management tools for the healthcare sector in Africa. He is on the board of DeMiTAG HealthConcepts Limited, a company with branches in London, Lagos, and Abuja, to make healthcare information available at the fingertips of professionals. DeMiTAG HealthConcepts Limited achieved this by collaborating with notable informatics companies. It had partnered in the past with Avia Informatics Plc and i2i TeleSolutions Pvt.

Out of work, Morak loves walking and also volunteers on the board of a few UK Charity Organisations. He can be reached via http://www.syllablemedia.com
Ademola-Akinbola

Ademola Akinbola

Publisher/Editor-in-Chief

Brief Profile of Ademola Akinbola

Ademola AKINBOLA is an author, publisher, trainer, digital marketing strategist, and a brand development specialist with nearly three decades of experience in the areas of branding, communication, corporate reputation management, business development, organizational change management, and digital marketing.

He is the Founder and Head Steward at BrandStewards Limited, a brand and reputation management consultancy. He is also the Publisher of The Podium International Magazine, Ile-Oluji Times, and Who’s Who in Ile-Oluji.

He had a successful media practice at The Guardian, Punch and This Day.

He started his brand management career at Owena Bank as Media Relations Manager before joining Prudent Bank (now Polaris Bank) as the pioneer Head of Corporate Affairs.

The British Council appointed him as Head of Communication and Marketing to co-ordinate branding and reputation management activities at its Lagos, Abuja, Kano and Port Harcourt offices.

In 2007, he was recruited as the Head of Corporate Planning and Strategy for the Nigerian Aviation Handling company. He led on the branding, strategic planning and stakeholder management support function.

His job was later expanded and redesigned as Head of Corporate Communication and Business Development with the mandate to continue to execute the Board’s vision in the areas of Corporate Planning and Strategy, Branding and New Businesses.

In 2010, he voluntarily resigned from nacho aviance to focus on managing BrandStewards, a reputation and brand management firm he established in 2003. BrandStewards has successfully executed branding, re-branding and marketing communication projects for clients in the private and public sectors.

Ademola obtained a M.Sc. Degree in Digital Marketing & Web Analytics from Dublin Institute of Technology in 2016, and the Master of Communication Arts degree of the University of Ibadan in 1997. He had previously obtained a Higher National Diploma (with Upper Credit) in Mass Communication from Ogun State Polytechnic, Abeokuta.

He has published several articles and authored five management books.

He has benefitted from several domestic and international training programmes on Brand Management, Corporate Communications, Change Management and Organizational Strategy.
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