As part of its sustained commitment to thoughtful, forward-looking industry discourse, MARKETING EDGE ONTV returns this Wednesday with a deeply reflective and far-reaching Industry Conversation featuring Obembe Oluwatosin, Group Managing Director of Luova Group.

In this episode, the programme turns its lens on the evolving intersections of culture, creativity and live experiences in Nigeria, drawing from the perspective of a professional whose work has consistently shaped how modern audiences engage with brands, events and shared moments.

Where and When to Watch

The episode airs as part of MARKETING EDGE ONTV’s weekly thirty-minute broadcast on TVC News, DSTV Channel 418, at 12.30 pm. It will also show on wapTV, DSTV Channel 262, on Wednesday from 11.00 am to 11.30 am, with a repeat broadcast scheduled for Thursday from 9.30 am to 10.00 am.

Staying true to its established editorial format, the programme once again delivers its familiar mix of Brand News, Brand in Focus and Industry Conversation, seamlessly blending market intelligence with lived professional insight.

Placing Detty December in Focus

Against this backdrop, the conversation places Obembe Oluwatosin Femi at the centre of a timely and layered dialogue around Detty December, arguably Nigeria’s most visible cultural export in recent years.

More than a festive label, Detty December has become a complex ecosystem that intersects tourism, entertainment, branding and national identity.

Widely regarded as a creative force whose work has helped define contemporary live experiences, Obembe brings both practitioner depth and strategic clarity to questions now confronting brands, organisers and the wider creative economy.

Beyond the Spectacle

As the discussion unfolds, it deliberately moves beyond surface spectacle to interrogate what Detty December represents today outside entertainment alone.

The conversation traces how the season has evolved into a marker of cultural pride, economic opportunity and global attention, while also examining the contrast between record tourism revenue and the fewer headline concerts recorded in December 2024.

Rather than signalling decline, this shift is explored as evidence of a maturing ecosystem, one that is diversifying, decentralising and finding expression beyond traditional concert formats.

Rethinking Brand Engagement in December

Building on this evolution, the episode examines what the season now demands of brands. With Lagos reportedly welcoming over a million tourists and generating more than ₦111 billion during the festive period, the discussion challenges marketers to rethink experiential engagement in December.

The Difference Between Producing and Directing

Drawing from his own professional journey, Obembe offers clarity on why he is often described not merely as an event producer but as a show director.

He explains the distinction and why it matters in today’s production landscape, where storytelling, technical precision and audience psychology must work together seamlessly.

From this point, the dialogue widens to assess Nigeria’s live entertainment industry as a whole, questioning its technical readiness, creative discipline and structural capacity for global export, and emphasising the growing importance of excellence in sustaining international credibility.

A Career Anchored in Structure and Creativity

These reflections sit naturally within a career defined by the deliberate fusion of creativity and structure. As Group Managing Director of Luova Group, Obembe Oluwatosin Femi leads a creative collective designed to deliver scale, relevance and consistency across the value chain.

The group operates through Tobems Production, a premium production hub known for cinematic-quality storytelling; Trois Sitini, a strategy-led marketing agency focused on insight-driven growth; and Tash Studios, a talent and influencer management outfit committed to discovering and nurturing creative voices with global relevance.

Nearly two decades into his professional journey, his path reflects intentional growth shaped by formal training in Mass Communication from The Polytechnic, Ibadan, and advanced certification in Creative and Digital Media from the Pan-Atlantic University.

His professional standing is further reinforced by affiliations as a Certified Accredited Management Consultant, a Fellow of the International Management Consultants Board and an African Union Ambassador.

His influence also extends beyond Nigeria through his role on the IMCB Board in Canada, where he contributes to conversations around governance, leadership and creative enterprise.

A Body of Work That Mirrors Cultural Evolution

In many respects, Obembe’s portfolio reads like a cultural timeline. From directing the globally watched Hilda Baci Guinness World Record Cook-a-thon, to shaping large-scale live experiences such as Stacked December 2023 across Lagos and Abuja, to delivering high-impact brand campaigns for Pepsi and TECNO, his work consistently reflects depth of thought, resilience under pressure and an insistence on raising standards.

His leadership on events including Rhythm Unplugged, the Calabar Carnival, the Remo Unity Concert and the Gino World Jollof Festival Guinness World Record further underscores a career built on precision, scale and cultural sensitivity.

A Conversation for an Industry in Transition

Recognition, including his recent 40 Under 40 Award, speaks not to a single moment but to a pattern of sustained contribution rooted in craft and consistency.

On MARKETING EDGE ONTV this Wednesday, viewers are invited into a conversation that connects these experiences to the present moment, examining where Nigerian creativity has come from, what it now represents and how it must continue to evolve to remain credible, export-ready and culturally grounded.

Ultimately, it is an episode that reflects an industry in transition, guided by a voice shaped by years of work, reflection and an unrelenting commitment to doing more than what is expected.