“If Content is King, how many have we crowned?,” Yinka Adebayo, mediareachOMD Group executive director

By Zion Rufus 

-Nigeria’s creative landscape thrives, yet content recognition lags behind, Adebayo warns

Content is not merely a means to an end, it is the heartbeat of media, influencing perceptions, shaping narratives, and connecting with audiences on a profound level. Despite the promising trajectory of Nigeria’s creative industries, there is a pressing need to amplify support and recognition for content.

Undoubtedly, Nigeria has made remarkable strides across various industries, from music, movies, media, and entertainment to the creative, advertising, sports, and tech sectors. The nation’s phenomenal content has catapulted it onto the global stage, showcasing the abundance of talent emanating from the country.

However, amidst this wealth of creativity, how much of this content has received the attention it deserves or been truly utilized, especially now when Nigeria continues to gain global recognition and witness the emergence of highly remarkable talents?

In a recent conversation with MARKETING EDGE, Yinka Adebayo, the Group executive director of Omnicom Media Group, West and Central Africa, shared insights on how the pandemic laid bare the fact that Nigeria has been merely paying “lip-service” to content. Despite the abundance of quality talents across various creative fields, adequate and deserved support for content has been lacking.

Nigeria’s prowess in the global music industry was highlighted with the release of the Grammy Awards nominations list for the 66th edition in February 2024. Eight Nigerian artists, including Tems, Burna Boy, Davido, Ayra Starr, Olamide, Asake, Ckay, and others, received nominations in different categories, marking a significant achievement. Noteworthy achievements also extended to the advertising industry, with X3M Ideas winning Nigeria’s first Cannes Lions Award, and Dentsu Creative being recognized as the first Nigerian agency to be shortlisted.

“If truly CONTENT IS KING, how many have we crowned?” Adebayo thought-provokingly questioned. The media, he pointed out, is a voracious monster that thrives on content.

Nollywood, the Nigerian cinema industry, emerged as a powerhouse. Renowned for its prolific output and unique storytelling that resonates not only across Africa but globally, the narratives, deeply rooted in Nigerian culture and experiences, offer a unique window into the country’s soul, blending traditional motifs with contemporary themes. The industry’s successes in 2023 carried into 2024, evident in the groundbreaking performance of Funke Akindele’s “A Tribe Called Judah,” which shattered box office records and propelled the industry to surpass a billion naira in earnings. These recognitions, amongst a myriad of others, highly reveal the potential that lies within the nation’s creative landscape. However, the industry’s potential to thrive hinges on recognizing the true value of content and fostering an environment where it can flourish.

Sounding a rallying cry for the industry to come together, crown deserving content, and propel Nigeria’s creative prowess to even greater heights on the global stage, Adebayo urged brands and practitioners to ensure content takes its rightful position as the world shifts towards a digital era and content consumption evolves.

“Let Content take its rightful position in the scheme of things as both local & foreign players warm up to the plate in Nigeria,” urges Adebayo.


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