Sam Onyemelukwe, widely known as Samo, is one of Africa’s most influential voices at the intersection of media, technology, and youth culture. He serves as Senior Vice President, Global Business Development at Trace S.A., where he drives growth across music distribution, content creation, digital learning, and brand partnerships.

Samo’s career blends creative excellence with commercial rigour. He cut his teeth at Disney in California, then helped expand MTV Networks in Nigeria. At Trace, he has steered market development across multiple African territories, launching channels that have become touchpoints for Afro-urban culture, including Trace Naija and Trace Gospel. His work spans platform strategy, data-led audience building, and partnerships with leading telcos, broadcasters, and global brands.

Armed with dual postgraduate degrees, an MBA and an MA in Information Technology from Boston University, Sam blends sharp business acumen with deep cultural fluency. His influence extends far beyond television, representing a new breed of African leaders who bridge creativity, commerce, and technology on a global stage.

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Beyond screens and playlists, Samo champions structures that help African creators scale. He has led initiatives that connect content owners to monetisation pipelines, while nurturing the next generation of producers and marketers through training, mentorship, and industry collaborations.

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With his proven track record of forging partnerships with the African Union, MultiChoice, Airtel, and global brands, Sam embodies the summit’s spirit of innovation, collaboration, and excellence beyond borders. His presence on the panel is set to provide clarity on how Africa’s creative economy can be both a cultural force and a driver of measurable business outcomes.

At the MARKETING EDGE National Stakeholders’ Summit 2025, Samo will bring a pragmatic view of what it takes to convert culture into business outcomes. Expect clear thinking on creator value, platform dynamics, and the new levers of growth in a mobile-first market. His panel contributions will spotlight how brands can partner with entertainment ecosystems to drive relevance, trust, and measurable returns.