Tag: creators

PodFest Naija Returns September 25 with Nigeria’s Leading Storytellers, Creators, and Brands

The Muvmnt Studio, the creative force behind Nigeria’s first podcast festival, has announced the return of PodFest Naija – A Festival of Stories, scheduled to take place on September 25, 2026, at Harbour Point, Victoria Island, Lagos. Building on the success of its inaugural edition, PodFest Naija returns as the country’s premier gathering for storytellers, podcasters, creators, brands, and culture shapers. The 2026 festival will feature a diverse lineup of influential voices who continue to shape conversations, communities, and culture across Nigeria and beyond.

Created as a convergence point for the storytelling ecosystem, PodFest Naija exists to celebrate, collaborate, innovate, and support storytellers as they elevate their craft. Attendees can look forward to insightful conversations that explore the future of storytelling, evolving audience behaviours, emerging tools and platforms, and the power of authentic narratives. Beyond the discussions, the festival offers opportunities for meaningful engagement with some of the country’s most beloved creators and storytellers, who will share personal experiences and lessons from their journeys across specially curated themed stages.

“Storytelling remains the heartbeat of meaningful communication,” said Tosin Adefeko, Curator of PodFest Naija and Chief Executive Officer of AT3 Resources – The Muvmnt Agency.

“At The Muvmnt Agency, we recognised a major shift: consumers have become storytellers in their own right, shaping narratives, influencing culture, and driving conversations. Yet, despite the growth of the ecosystem, many creators were still operating in silos. No one was gathering the tribe. PodFest Naija was our response to that gap. The success of our first edition validated the power and potential of storytelling. This year, we are bringing together an even broader and more influential community of voices to amplify consumer-led narratives, foster deeper connections, and strengthen the storytelling ecosystem.”

Podfest Naija is the creative economy’s signal to the ecosystem that our voices, stories, and community deserve to be seen, heard, and invested in. This year’s festival will feature specially curated stages hosted by some of Nigeria’s most influential voices across finance, branding, culture, health, relationships, and public discourse, including Rolake Akinkugbe-Filani, Olushola Olaleye, Ife Durosinmi-Etti, Aproko Doctor, Joro Olomofin, Tochukwu Macfoy (Dr Foy), Babajide Ogunsanwo, and Francesca Uriri. They will be joined by an impressive lineup of speakers and storytellers, including Grace Ofure, Ify Mogekwu, Abdulhafees Adelani, Bola Balogun, Rosemary Egabor-Afolahan, Adefunke Arowolo, Audu Maikori, Morenike Molehin, Tomike Adeoye, Anthony Wolve, Adefunke Arowolo, William Benson, Gbemi Olateru Olagbegi, Audrey Abayomi, Bola Balogun, and many more.

Beyond the main stage conversations and the Next Big Podcaster talent discovery initiative, designed to spotlight and support emerging podcast voices across Nigeria, PodFest Naija 2026 will also feature a Spotify-led masterclass, providing creators with practical insights to grow and sustain impactful platforms. An interactive exhibition arena will give brands the opportunity to showcase products and services, connect directly with attendees, and engage with one of Nigeria’s most vibrant and influential creative communities.

The festival is proudly supported by Eventful Nigeria, MTN, Fan Milk, Eve Essentials, and UAC, among other leading brands, further cementing PodFest Naija’s position as the definitive gathering for Nigeria’s podcasting and storytelling community.

June 5, 2026
81% of Nigerian businesses say Meta has expanded their customer base, as new research values platform’s economic contribution at $820 million
Virtually all Nigerian businesses surveyed say Meta’s platforms have expanded their customer reach, according to new independent research that finds Meta is contributing an estimated $820 million in annual economic value to Nigeria today — with AI adoption set to add $22 billion to GDP by 2035.

The “Nigeria’s Digital Economy” report, conducted by independent research firm Public First, finds that under the right conditions, this figure could grow to $2 billion as digital adoption deepens — with Meta’s platforms functioning as essential digital infrastructure connecting Nigerian entrepreneurs to customers, markets, and new economic opportunity.

The findings reveal that 14 million Nigerian SMEs used Meta’s apps — Facebook, Instagram, WhatsApp, Messenger, Meta AI, and Threads — to start and grow their businesses in 2025, contributing $2 billion to Nigeria’s GDP and delivering an estimated $640 million in productivity gains through more efficient instant messaging.

WhatsApp is Nigeria’s gateway to AI

WhatsApp is playing a central role in connecting Nigerians to AI and new economic opportunities across the region. The platform serves as Nigerians’ primary AI surface — reflecting the wider regional pattern where 93% of Meta AI prompts in Sub-Saharan Africa are made via WhatsApp — demonstrating how AI adoption in Nigeria is happening through the tools people already use every day.

Balkissa Ide Siddo, Director of Public Policy, Sub-Saharan Africa at Meta, said: “Nigeria is one of the most dynamic, entrepreneurial and digitally engaged markets in the world — and this research makes clear the scale of what is possible when Nigerian ambition meets the right digital tools. From a tailor in Lagos reaching customers across the country through Instagram, to a small business owner in Kano taking orders on WhatsApp, to a creator in Abuja building a global audience on Facebook — Meta’s platforms are removing the traditional barriers to growth and unlocking real economic opportunity. The fact that 80% of Nigerians say access to reliable internet has improved compared to a decade ago speaks to the progress already made and with continued investment in connectivity, smart policy that supports innovation, and the rise of open-source AI built for and by Africans, Nigeria is exceptionally well positioned to lead the continent’s next decade of digital growth. We are proud to be a long-term partner in that journey.”

AI and Nigeria’s next growth frontier

The research highlights the transformative potential of artificial intelligence for Nigeria’s economy and innovation ecosystem:
- AI could add $22 billion to Nigeria’s GDP by 2035 with the right combination of investment, policy and innovation.
- 87% of online Nigerians say AI products developed within Africa will be important for the continent’s economic growth.
- Open-source AI gives Nigerian developers, businesses and creators the opportunity to build solutions in local languages, for local needs.
SMEs are reaching new customers across Nigeria

For Nigerian small businesses, Meta’s platforms have become a primary sales and discovery channel. 81% of online businesses surveyed said Facebook, Instagram, and WhatsApp have expanded their customer base beyond their local geography — reducing customer acquisition costs and giving a business in Kano access to the same advertising and commerce tools available to businesses in Lagos, London or New York.

93% of online adults say they feel more connected to a wider community through Meta’s family of apps, reflecting how deeply these platforms are woven into everyday life, commerce and community in Nigeria.

Alison Neyle, Director at Public First, said: “Nigeria’s digital transformation is creating new opportunities for businesses, creators and consumers alike. The findings show that Meta’s platforms are helping Nigerian firms grow across formal and informal sectors, supporting entrepreneurship and strengthening participation in one of the world’s most rapidly expanding digital economies. With the right combination of infrastructure, platform access and open-source AI, the upside for Nigeria is significant.”

The full report is available at https://metassa.publicfirst.co/
May 21, 2026
RHUCE Taps Into Africa’s $3B Creator Economy with New Monetisation Platform

RHUCE, a new social platform designed for African creatives, has officially launched today, introducing a new model for how creators across the continent can turn their skills, learning, and content into income.

As Africa’s creator economy, estimated at over $3 billion, continues to grow, millions of young people are building digital skills but struggle to convert them into sustainable opportunities. RHUCE aims to bridge this gap by combining professional identity, creator monetisation, and opportunity discovery in a single ecosystem.

“Across Africa, talent is everywhere, but opportunity is fragmented,” said Simeon Ifeoluwa Adeyanju, CEO of RHUCE Limited. “Creators are learning, building, and sharing their work, but they lack a structured way to turn that into visibility, credibility, and income.”

Unlike traditional platforms that prioritise virality or finished work, RHUCE enables users to document their growth in real time, transforming their learning journey into a living portfolio.

“We believe your journey is your greatest asset,” Adeyanju said. “On RHUCE, your growth becomes your portfolio, your consistency builds your credibility, and opportunities can discover you based on what you’re becoming, not just what you’ve done.”

The platform introduces a shift from application-based hiring to discovery-driven opportunities, where creators are matched with jobs, gigs, and collaborations based on their evolving skills and documented progress.

“Instead of chasing opportunities across WhatsApp groups, DMs, and multiple platforms, we’ve built a system where you can post once and be discovered continuously,” he added.

RHUCE also provides monetisation tools that allow creators to earn through digital products, paid learning content, and brand-sponsored campaigns, unlocking new income streams within Africa’s fast-growing digital economy.

With over 60% of Africa’s population under 25, the platform positions itself as infrastructure for the continent’s next generation of talent.

“RHUCE is not just a platform for finished professionals,” Adeyanju said. “It is for people becoming something. Our goal is simple: help Africans turn learning into opportunity, and opportunity into income.”

April 8, 2026
In Celebration of International Women’s Month, CANAL+ and MultiChoice celebrate African women

Across Africa and beyond, women continue to shape and elevate the stories that define our societies. In celebration of International Women’s Month, CANAL+ pays tribute to the storytellers, athletes, mothers, creators, leaders and icons whose voices inspire millions of households across the continent.

The African entertainment industry is driven by women, actresses, directors, screenwriters and producers who bring depth and authenticity to every production. From captivating telenovelas and popular comedies to powerful drama series, female talent remains at the heart of the stories most loved by viewers on CANAL+ Group of channels. In sport, women redefine competition and excellence – on the field, behind the mic or in leadership. From football to tennis and athletics, women in sport don’t just participate, they elevate the game and inspire the next generation.

CANAL+ and its subsidiary MultiChoice have chosen to celebrate them through a dedicated campaign: “We are… because she is.” A 90-second spot, produced in both French and English versions, will be broadcast on the Group’s channels and social media platforms in more than 35 countries across Africa.

Watch the promo here

Throughout International Women’s Month, DStv and GOtv will spotlight female‑led films, series, reality shows and global cultural moments that reflect the brilliance and complexity of modern womanhood.

March 6, 2026
Africa and the Caribbean’s finest Brands Head to Dubai for African Marketplace 2025

From November 12 to 15, 2025, Dubai will host about 200 leading export-ready brands, creators, and SMEs from Africa and the Caribbean for African Marketplace Dubai 2025 — a four-day trade and cultural exhibition at the Grand Hyatt Hotel. The event will showcase the region’s finest in fashion, beauty, wellness, agriculture, technology, art, and lifestyle, celebrating the creativity, craftsmanship, and innovation shaping Africa and the Caribbean.

Designed to address one of Africa’s most persistent challenges – sustainable access to global markets – the event will provide a powerful platform for product discovery, investment dialogue and brand storytelling, connecting emerging and established brands to global buyers, distributors and investors. Exhibitors will also engage in business development sessions, creative showcases and policy conversations that advance cross-border collaboration and trade inclusion.

Confirmed exhibitors include legacy brands such as Tiffany Amber, House of Tara, Oriki Group, Winston Leather, Femi Handbags, Morin O, Gbenga Artsmith, Fashionedge, and Arami Essentials, alongside a new generation of creators shaping Africa and the Caribbean’s cultural and economic narrative. Exhibitors will be showcasing from across Nigeria, Ghana, Togo, Senegal, Rwanda, Seychelles, Tanzania, the United Arab Emirates, the United Kingdom, and the United States, reflecting the event’s truly global scope. Also featured are international exhibitors such as Ambiance by Talata (Ghana), Tote London (UK), Belliche (Seychelles), and Cornice Beauty (Tanzania), further underscoring African Marketplace Dubai 2025 as a vibrant convergence of culture, creativity, and commerce across continents.

Among the event’s highlights is a special chess showcase by Tunde Onakoya, who will play simultaneously against 50 challengers in Dubai using his iconic Adire Chess Board, a striking blend of Yoruba artistry and strategic brilliance. The game will spotlight African creativity, intellect and excellence on a global stage.

African Marketplace Dubai 2025 is powered by the Ibukun Awosika Leadership Academy (IALA) and supported by a strong network of sponsors and partners driving trade and enterprise across Africa and the Caribbean. Sponsors include- Afreximbank, Access Bank, Lagos State, through Lagos State Tourism, Wema Bank (SARA), Bank of Industry, GText Holdings, Moniepoint, Nexim Bank, and Sterling Bank. Partners include Dubai Department of Economy and Tourism (DET), African Business Heroes (ABH), TVC Communications, Togo Mall, Ecobank Ghana and FCMB (SheVentures).

Speaking ahead of the exhibition, Mrs. Ibukun Awosika, Founder of the Ibukun Awosika Leadership Academy, said, “African Marketplace Dubai represents a defining moment for the continent and the Caribbean, a moment to show the world not just what we make, but who we are. For too long, global trade conversations have been about Africa’s potential; now, they will be about Africa’s presence. This platform was created to give our entrepreneurs, creators and brands the visibility, access and credibility they deserve on a world-class stage that amplifies their excellence and unlocks new opportunities.”

As the world’s gaze turns to Dubai this November, African Marketplace 2025 will spotlight a generation of innovators who are not only transforming local industries but also reshaping how the world engages with African and Caribbean commerce, culture and creativity.

November 10, 2025
Nigerian YouTube Creators and Brands Unlock New Era of Content Deals
- The partnerships reflect a growing trend in Nigeria’s creative economy, with a new survey showing that 47% of YouTube creators now operate as full-time professionals.
‘PluggedIn,’ a new initiative by YouTube and Woof Studios, is helping formalize these partnerships, as a recent survey shows 47% of creators now operate as full-time professionals.

Nigeria’s top YouTube creators and leading brands Today came together to explore a new frontier of collaboration in marketing through PluggedIn, a new initiative by Woof Studios and YouTube. The initiative is designed to move beyond transactional advertising, instead fostering deep, community-focused partnerships between creators and brands. This shift unlocks more authentic ways for brands to connect with a surging digital audience, as YouTube watch time in Nigeria grows by over 50% year-on-year and the platform now reaches over 30 million adults monthly.

The timing for these partnerships is right. Audiences, especially younger fans, are tuning into creators they trust and relate to, making them eager to be part of the conversation. For brands, this means moving beyond traditional ads and working directly with the storytellers who have captured the attention and loyalty of their communities.

At the event, creators and brands got down to business, offering everything from quick pitches and one-on-one meetings to practical sessions about turning a great idea into a finished project. The goal was to spark collaborations that could grow from a single video into a fan-favorite series.

“My community loves food, but they also love the stories behind the food. For a long time, I’ve wanted to create bigger projects, like a travel cooking series or a professionally produced show. Partnerships with brands make that possible,” said Ifeyinwa Mogekwu, creator of Ify’s Kitchen. “PluggedIn is helping us start the right conversations. It’s about finding brands who understand that our viewers want quality content, not just a quick ad. It’s a chance to collaborate on something truly special that everyone will enjoy.”

“Nigerian creators are thinking bigger, and that’s exactly what brands want to be part of,” said Adetutu Laditan, Founder & Creative Director at Woof Studios. “Our role is to handle the business and production complexities, making it seamless for great ideas to get funded, made, and seen by millions.”

For brands, working with creators is a powerful way to connect with people. Data shows that YouTube is part of the journey for two-thirds of consumers when they discover a new brand or product, making it a key place for businesses to build a fanbase.

“The fundamental rule of marketing has changed. Consumers are in full control, and they choose to spend their time with creators they trust,” said Dammy Abodunrin, Industry Manager, Google. “For brands, this represents a key opportunity. Partnering with a creator on YouTube provides a platform for brands to become part of a community and tell their stories through voices that people genuinely listen to. At the same time, these collaborations provide creators with the resources to fund their biggest ideas and build their channels into lasting media businesses. PluggedIn was designed to foster these powerful connections, creating a true win-win for brands, creators, and their fans.”

This new way of working highlights the opportunity that creators themselves see. A recent survey shows that 9 in 10 Nigerian creators agree that YouTube is a powerful platform not only to share their culture but also to build a sustainable business, signaling a robust future for community-centric marketing.
October 12, 2025
PodFest Naija 2025 Marks Historic Debut, Uniting Creators, Policymakers, and Brands in Lagos

Nigeria’s first ever podcast and storytelling festival, PodFest Naija – A Festival of Stories, made a landmark debut on Friday, October 10, 2025, at Harbour Point, Victoria Island, Lagos, drawing over 1,500 creators, storytellers, brands, and policymakers for a day of powerful conversations, cultural showcases, and innovation.

Curated by The Muvmnt Studio in partnership with Eventful, the festival delivered on its promise to bring Nigeria’s most influential voices together to celebrate storytelling, collaborate across industries, innovate new formats, and learn from leading voices shaping the future. From live podcast recordings to interactive brand activations, six themed stages, and a major masterclass on monetization, the festival became the cultural and creative heartbeat of Lagos for a day.

In her keynote address, Honourable Minister Hannatu Musa Musawa, Minister of Art, Culture, and the Creative Economy, emphasised the growing importance of podcasting in amplifying Nigeria’s creative voice globally.

“Podcasting has become one of the most powerful tools for projecting our soft power and amplifying Nigerian creativity to the world,” the Minister stated. “It is a veritable medium that transcends borders, democratising how stories are told and who gets to tell them.”

She further highlighted podcasting as a strategic tool for youth engagement and job creation.

“Our young people are not just listeners. They are creators. They are hosts. They are writers. They are sound engineers, researchers and digital entrepreneurs. Everything that speaks to that value chain from the bottom to the up. I think podcasting covers everything. Mr. President is really committed to looking at how we can fortify the future of the young people. And the only way that we can do that is by absorbing as many young people into the job market as possible.”

Tosin Adefeko, Curator of PodFest Naija and CEO of AT3 Resources – The Muvmnt Agency, reflected on the festival’s journey and purpose:

“When we started this journey, our vision was simple: to tell better stories. Over time, we realized that everyone was working in silos, there was no platform bringing the tribe together. We knew something had to change.”

“Podfest Naija was born out of that realization. It’s a festival of stories, a creative convergence designed to celebrate our voices, collaborate across communities, innovate in how stories are told, and learn from one another. Whether we like it or not, the podcast ecosystem is here to stay, and we intend to stand at the forefront of that movement.”

The festival’s lineup featured over 40 storytellers and cultural icons, including Chude Jideonwo, Tunde Onakoya, Adaora Mbelu, Rufai Oseni, Morayo Afolabi-Brown, Masoyinbo and many others, who led conversations that cut across generations, genres, and industries. Major brands including Coca-Cola, Sterling Bank, UAC Foods, Bet9ja, Crown Flour Mills, and others powered immersive activations throughout the venue, reinforcing the intersection between storytelling, culture, and brands.

One of the day’s most anticipated moments was the unveiling of “The Next Big Podcaster,” an initiative by The Muvmnt Studio to spotlight emerging talent set to redefine the podcast space. Pearllie Hart was announced live on stage as the winner, positioning her as a podcaster to watch under The Muvmnt Studio’s spotlight.

As Nigeria cements its place in the global creative landscape, PodFest Naija stands as a rallying point for creators, policymakers, and brands to celebrate creativity, collaborate on ideas, innovate formats, and learn from shared experiences, shaping narratives that travel beyond borders.

Photo and Caption

L-R: Malik Afegbua, CEO, Slickcity Studios; Nze Ed Emeka Keazor, representing Obi Asika, Director-General, National Council for Arts and Culture; Honourable Minister, Hannatu Musawa, Minister of Art, Culture, and the Creative Economy of Nigeria; Tosin Adefeko, CEO, AT3 Resources – The Muvmnt Agency, Curator, Podfest Naija; Tobi Ayeni (Miss Techy) – Tech Content Creator and Obinna Okerekeocha, Founder, Naija AI Film Festival (NAIFF) during the inaugural Podfest Naija 2025 event held on Friday, October 10, 2025, in Lagos.

L-R: Titilayo Oyinsan, Storyteller & TV Host; Oluwasola Obagbemi, Head of Communications, Sub-Saharan Africa; Honourable Minister, Hannatu Musawa, Minister of Art, Culture, and the Creative Economy of Nigeria and Tosin Adefeko, CEO, AT3 Resources – The Muvmnt Agency, Curator, Podfest Naija during the inaugural Podfest Naija 2025 event held on Friday, October 10, 2025, in Lagos.

L-R: Tochukwu Macfoy, Founder, Energize Central; Adaora Mbelu, Bright Light & Creative Mastermind; Tosin Adefeko, CEO, AT3 Resources – The Muvmnt Agency, Curator, Podfest Naija 2025; Chinonso Ogbogu, CEO/Founder, Sabi Writers and Chude Jideonwo, Host, WithChude during the inaugural Podfest Naija 2025 event held on Friday, October 10, 2025, in Lagos

L-R: Donatus Okpako, Head, Retail Marketing, The Alternative Bank; Arese Ugwu, TV producer & Podcast Host; Tosin Adefeko, CEO, AT3 Resources – The Muvmnt Agency, Curator – Podfest Naija 2025; Stanley Onuorah, Content Creator and Glory Edozien, founder of 9to5chick and ascent club during the inaugural Podfest Naija 2025 event held on Friday, October 10, 2025, in Lagos.

L-R: Patrick Doyle, Nollywood Actor & Filmmaker; Rufai Oseni, Journalist; Adesuwa Onyenokwe, Founder, TW Media, Communications; Tosin Adefeko, CEO, AT3 Resources – The Muvmnt Agency, Curator – Podfest Naija 2025; Morayo Afolabi- Brown, TV Hosts and Media Consultant; Jonathan James, President/CEO, Bliss Broadcasting and Joseph Edgar, Host, The Duke Rants after a live podcast session at the inaugural Podfest Naija 2025 event held on Friday, October 10, 2025, in Lagos.

L-R: Egemba Chinonso (Aproko Doctor), Content Creator; Dr Monisola Adanijo, Cardiologist & Heart Health Coach; Tosin Adefeko, CEO, AT3 Resources – The Muvmnt Agency, Curator – Podfest Naija 2025; Dr Kaffy Shafau – Choreographer, Creative Director & Filmmaker and Kemen Fitness – Founder, Kemen Fitness during the inaugural Podfest Naija 2025 event held on Friday, October 10, 2025, in Lagos.

More Pictures from the event

October 12, 2025
Google Equips University Students Across Africa with Free Access to Advanced AI Tools
…12-Month Google AI Pro Plan Launched for Students in Nigeria, Kenya, Ghana, Rwanda, South Africa, and Zimbabwe to Build Foundational AI Skills

Google today announced a major initiative to support higher education across Africa by offering its premium AI subscription, Google AI Pro for free to university students for 12 months. The offer is available to eligible students aged 18+ in Nigeria, Kenya, Ghana, Rwanda, South Africa, and Zimbabwe, providing them with access to Google’s most advanced AI tools to enhance their learning, research, and creative work.

Through Google’s most capable model, Gemini 2.5 Pro, this initiative will equip the next generation of African leaders, innovators, and creators with fundamental AI literacy. By placing powerful generative AI tools directly in the hands of students, Google is helping to prepare them for a workforce where AI proficiency is increasingly essential.

“We are seeing a new wave of innovation in Africa, driven by the energy and ingenuity of our young people,” said Alex Okosi, Managing Director for Google in Sub-Saharan Africa. “By providing students with access to our most advanced AI tools, we want to empower them to not only excel in their studies but also to become critical builders and shapers of the future. This offer is about democratizing access to technology and giving African students the skills to compete and lead on a global stage.”

The Google AI Pro plan provides a comprehensive suite of tools designed for the demands of academic and creative life:
- Supercharged Learning and Research: With new features like Guided Learning to help students with in-depth research, summarizing academic papers, debugging code, and step-by-step guidance on complex problems.
- Time-Saving Efficiency: Use Deep Research to generate comprehensive, cited reports from hundreds of web sources in minutes, transforming how students approach long-form assignments and dissertations.
- Enhanced Organization and Creativity: Leverage NotebookLM to organize notes and connect ideas, and use Veo 3 to instantly transform text prompts or images into short, high-quality videos for presentations and projects.
- Massive Storage: Receive 2 TB of cloud storage across Google Drive, Gmail, and Photos, ensuring ample space for coursework, research data, and creative portfolios.
How to Sign Up

University students in eligible higher education institutions and countries can verify their status and activate the 12-month free plan by visiting gemini.google/students. The process is designed to be simple, requiring students to verify their status through various methods and to add or confirm a form of payment (without incurring any charges). The offer will be available for redemption for 60 days, from October 7, 2025, to December 9, 2025.

This student offer builds on Google’s long-standing commitment to Africa’s digital transformation through programs like the Google for Startups Accelerator Africa and the Digital Skills for Africa initiative, which have helped millions of people and businesses grow.
October 8, 2025
Meta Introduces New Measures to Curb Spammy Content and Support Authentic Creators on Facebook

Meta has announced a series of new steps aimed at reducing spammy content on Facebook, as part of a broader push to improve the Feed experience and support creators who create and share original engaging content.

These updates are designed to ensure that people see fresh, relevant posts while limiting the visibility and monetisation of content that attempts to manipulate distribution or engagement.

Speaking about the update, Oluwasola Obagbemi, Head of Communications for Sub-Saharan Africa at Meta said, “We’ve heard from users that Facebook Feed doesn’t always surface fresh and engaging content that people enjoy, and spammy posts often crowd out authentic voices. Our goal is to continue creating an environment where creators who invest in meaningful content are recognised and rewarded. These changes are part of our long-term investment in making Facebook a platform where creators can grow and people can connect through high-quality content.”

Key updates include:

Lower visibility for spammy content:
Spam networks that create hundreds of accounts to share the same content will now face reduced reach. Accounts that flood the platform with duplicate posts, irrelevant captions, or excessive hashtags will not be eligible for monetisation and will see decreased visibility in their Feed.

Stronger enforcement against fake engagement and impersonation:
Meta is scaling its efforts to detect and remove fake accounts and pages coordinating engagement or impersonating others. In 2024 alone, the platform removed over 100 million fake pages engaging in scripted follows abuse and more than 23 million impersonating accounts on Facebook.

In addition to automated identity checks, features have been added to Moderation Assist, Facebook’s comment management tool, to detect and auto-hide comments from people potentially using a fake identity. Creators will also be able to report impersonators directly in the comments. Meta is also testing a comments feature so people can signal ones that are irrelevant or don’t fit the spirit of the conversation.

More protection for creators and support for original content:
Meta continues to enhance Rights Manager to help creators protect their original content. It also offers updated guidance to help creators succeed by sharing authentic and engaging content on Facebook.

To learn more about Meta’s latest efforts to improve Facebook Feed and support creators, visit here.

April 24, 2025
Feature- Piracy in Africa’s Creative Sector: How Creators Can Protect Their Content

Africa’s creative industries, from music and film to fashion, writing, and branding, are experiencing remarkable growth. However, as the sector flourishes, so do the threats posed by piracy and copyright infringement. Without proper protection, creators risk losing the value and recognition they deserve for their original work.

Copyright remains the first and most important line of defence. In many African countries, copyright protection begins automatically once a creative work, such as a song, logo, film, or design, is fixed in a tangible form. This protection can last for the creator’s lifetime, and in most cases, up to 70 years after. Yet, while automatic copyright provides a foundation, official registration strengthens legal standing and can be critical in resolving disputes.

When a creator’s work is used without permission, the violation must be addressed swiftly. Experts advise that the first step is to gather evidence—screenshots, URLS, timestamps, user details, and even data showing engagement or financial gain from the misused content. Proof of ownership, such as original files with timestamps, draft versions, or social media records of earlier uploads, is equally vital.

“Creators should always have proof of ownership ready,” says Frikkie Jonker, Director of Anti-Piracy at MultiChoice. “That could be anything from original project files to old emails or posts. It’s one of the most effective tools in enforcing your rights.”

Once evidence is collected, creators can issue takedown requests through social platforms or send formal cease-and-desist letters to website owners or hosts. Although enforcement processes differ by country, most African nations have copyright laws aligned with global standards like the U.S. DMCA. In many cases, showing credible ownership is enough to have infringing content removed.

If infringement continues or is being done at scale, such as by piracy rings or repeat offenders, creators may need to escalate the issue by reporting it to national copyright commissions or law enforcement. Efforts are also being bolstered across the continent through cooperation under agreements like the African Continental Free Trade Area (AfCFTA), with international bodies like Interpol, Afripol, and WIPO supporting cross-border enforcement.

Preventative measures are just as important. Creators are encouraged to use tools like digital watermarking and content fingerprinting to protect their work from unauthorised use online. Furthermore, smart monetisation strategies, such as YouTube’s Content ID syste,m can allow creators to earn revenue even when their content is reused without prior permission.

By understanding their rights, taking proactive steps to protect their creations, and using available technologies, African creatives can safeguard their work while continuing to build sustainable, long-term careers.

April 20, 2025
AI Powers the Fight Against Content Theft

The war against content piracy has a powerful new weapon in its arsenal: artificial intelligence. The latest powerful application of AI and machine-learning technology is in the campaign to track down pirated versions of digital content and to support prosecutions of the criminal syndicates that deal in that content.

This is particularly relevant in Africa, where content creators, as well as police, the courts and copyright-enforcement agencies have limited resources.

For decades, criminals have been violating copyright, almost with impunity – stealing content and making a profit from it. At the same time, content creators and all the professionals who work in these industries, have seen resources dwindle, because they are being deprived of legitimate income from their work.

Now, AI promises to do the work of thousands of cybersecurity agents. AI tools are capable of detecting illicit copies of licensed content, then tracing their provenance and tracking down the criminals responsible – as well as the users that stream this stolen content.

Africa’s relatively weak cybersecurity protection has long made it an attractive target for content piracy, while the continent’s billion-strong population represents a lucrative market for pirated films, shows, music and sports content.

Now, technological advancements in the AI space, mean African content will no longer be such easy pickings for criminal syndicates.

Cybersecurity organisation Irdeto is able to identify content-piracy syndicates working in Africa and to track them down wherever they are in the world – through law-enforcement networks, as well as the latest AI-supported technology.

“Piracy is often a multi-level operation, with global and regional headquarters, as well as regional resellers,” says Irdeto director of broadcast cybersecurity and anti-piracy Frikkie Jonker. “It is now also possible for content owners and police to identify criminals at every level of these operations, as well as those who consume pirated content.”

Irdeto uses technologies such as forensic watermarking; digital rights management (DRM) and application code protection and obfuscation; to protect its clients’ copyrighted content.

In the case of breaches, or streaming hacks, Irdeto deploys AI, in parallel with open-source intelligence gathering (OSIJNT) to track where these violations originate from.

The use of AI and machine-learning applications means that this process can be done at scale, and at almost instantaneous speed.

A stream of content from a sports event such as the Football World Cup, or the Olympic Games can be invisibly watermarked. Any pirate streams that then share the same content will automatically trigger an instant notification. From there, rightsholders can decide what action to follow – issue a take-down notice, or contact law enforcement.

Where previously, fighting piracy was a laborious, drawn-out process, now it can happen in real-time.

AI and machine learning also have massive data analytics capabilities, which may soon allow rights-holders to not just identify piracy, but also predict where it is likely to occur. By analysing user demographics, viewing habits, and market trends, AI can locate potential piracy hotspots and emerging distribution channels as they take shape.

Rights holders would then be able to develop targeted strategies to combat piracy effectively in problem territories.

Another way that AI can help to address content piracy is by identifying consumer trends, and then using algorithms to tailor content and pricing strategies to suit target audiences. When users can get the high-quality, original content they enjoy most, at the ideal price point, they become less likely to seek out pirate versions.

Clamping down on content piracy is about protecting the welfare of creators, producers, as well as rightsholders and preserving thousands of creative-sector jobs across Africa.

Human passion and commitment will always be a key part of the battle against piracy. However, now technology offers a range of highly effective tools that can support the dedicated men and women fighting to protect the livelihoods of Africa’s film and TV professionals. The battle can be won, and AI can help to win it.

September 6, 2024
Listicles- Copyright 101: What Every Nigerian Creator Needs to Know

If you’ve ever created something — a song, film, book, or even a cool design, you’ve probably wondered, “How can I make sure no one else takes credit for my work?” The answer lies in copyright. Copyright is a legal concept that grants you ownership and control over the use and distribution of creative works, including books, videos, films, musical compositions, and more.

While Nigeria is home to many talented creators, the creative industry faces a significant challenge: content piracy. Piracy isn’t just about someone stealing your work; it has a ripple effect that can cripple the entire industry. When piracy spreads, it doesn’t just hurt creators, it impacts audiences too. With fewer people willing to invest in local content, the number of great shows, movies, and music we all enjoy could dwindle.

So, how can you protect your work? To effectively combat content piracy, it’s essential to understand the copyright laws and protections available to you. Here are eight key things you need to know about copyright in Nigeria to safeguard your work or business from piracy:

1. Copyright Registration Matters in Nigeria

In many African countries, copyright protection is automatically applied as soon as your work is created—no need to fill out forms or pay fees. However, Nigeria operates a notification system called the Nigerian Copyright e-Registration System (NCeRS), administered by the Nigerian Copyright Commission. This system allows you to register your work, providing evidence of the creation date and other details in case of a dispute.

It’s smart to keep clear records of your work, including when and how it was created, and to register your work with the Commission.

2. Copyright Lasts a Long Time

For most creative works, copyright protection lasts for 50 years. However, this depends on the type of work. In Nigeria, copyright protection for literary, musical, and artistic works lasts for 70 years after the author’s death. Cinematograph films, broadcasts, photographs, and sound recordings are protected for 50 years after the end of the year in which the work was first published. This means your work is protected for a long time, giving you or your family control over how it’s used.

3. You Have Exclusive Rights

As the copyright owner, you have the exclusive right to decide how your work is used. You can control who reproduces, distributes, or performs your work. Understanding these rights is key to ensuring your creation is used in ways you’re comfortable with and potentially earning some money from it!

4. Copyright Can Be Transferred

Just like you can sell or rent out a house, you can transfer your copyright to someone else. This could be through a sale, inheritance, or even a licensing deal where someone pays you to use your work for a specific purpose, often in exchange for royalties.

5. Always Use Contracts

When collaborating with other creators, a solid contract is essential. Ensure you have a comprehensive agreement that outlines who owns what, how the work can be used, and any compensation involved. This helps avoid future disputes and ensures everyone’s on the same page from the start.

6. Piracy is a Major Problem

Piracy is like a silent thief that takes more than just your work—it undermines the entire creative community by discouraging investment in local content. So be vigilant.

Thankfully, companies like MultiChoice Africa are on the frontlines, working to protect African stories and support local creators by fighting against piracy.

7. Laws Keep Changing

Copyright laws aren’t set in stone; they evolve as technology and creative industries change. It’s important to stay updated on the latest laws in Nigeria and other countries where you plan to collaborate to ensure your work is always protected.

8. You’re Not Alone—Help is Available

Collective Management Organisations (CMOs) exist to help you protect your rights and support a sustainable creative industry. If you need help, don’t hesitate to reach out to them.

MultiChoice Africa also actively partners with CMOs across the continent to ensure fair compensation is distributed to creators when their work is used. This approach supports a sustainable creative industry where creators are recognized and rewarded for their work. Through campaigns like Partners Against Piracy, MultiChoice Africa is investing in anti-piracy measures that contribute to the growth of the African film and TV industry, ultimately leading to higher-quality productions and increased global recognition.

As Frikkie Jonker, Director of Broadcast Cybersecurity and Anti-Piracy at Irdeto, a partner of MultiChoice Africa, puts it: “When copyrighted property is stolen, it’s not just content that’s being taken—it’s the livelihoods, the families, and the futures of the creators who poured their heart and soul into their work. This is why the fight against piracy is so critical—it is a fight to protect people’s right to earn a living from their creative abilities and production skills.”

At the end of the day, understanding and using copyright protection is crucial for anyone involved in the creative industries. It’s more than just safeguarding your work; it’s about securing the future of creatives across Africa. So, whether you’re a creator, a business, or simply someone who loves African stories, let’s all do our part to support and protect the amazing work coming out of this continent as we continue to fight against piracy.

August 22, 2024
AT3 Resources introduces MUVMNT platforms

AT3 Resources has announced the launch of MUVMNT, a multiverse of brand experience platforms. Comprising The MUVMNT Studio, The MUVMNT Experiences, and The MUVMNT Reports, these creative platforms aim to redefine brand experiences by fostering community, enabling interactions, and elevating culture.

In its 7th year of operation, the award-winning communications consultancy is transforming into a Brand Growth agency, realigning its services for market leadership. AT3 Resources is dedicated to reshaping storytelling, brand experiences, and engagement through movements that generate business value.

We believe that life experiences are always in motion, better experienced through channels that connect people, communities and culture; so, our mission is to bring people together by connecting brands with their consumers and consumers with the brands they love and admire across Africa. “We must continually seek avenues to co-exist, co-create and engage with ourselves. It is the recognition of this co-dependence that makes us thrive better as humans” In essence, we are powering brand mobility in Africa with these movements, says the founder, Tosin Adefeko.

“We remain committed to finding the best ways to tell our clients’ stories. The expanded mission to create movements elevating brand experiences is a response to evolving audience demands and preferences. By placing the consumer at the center of the conversation and narrating the stories of clients’ products and services through the lens of consumers, influencers, and partners, we will continue to build strong connections,” Adefeko added.

The MUVMNT Studio will host its signature podcast, ‘themuvmntpod,’ alongside other pods catering to various interests. The MUVMNT Experiences offer tailored interactions for creators, curated experiences for women navigating their career paths and a CSR initiative for young PR talent beyond the classroom. The MUVMNT Reports serve as an annual compilation of AT3’s perspective on the impact garnered across board.

January 12, 2024
Listicles: Four hidden gems for Creators on Instagram

By Oluwasola Obagbemi

Creators come to Instagram everyday to create and connect, grow their audience, and build their business. With more than 2 Billion people using Instagram each month, Instagram offers a global reach and wide breadth of features, which makes it a one-stop-shop for all creators, and offers a variety of opportunities and experiences for creators everywhere.

With endless features and tools on Instagram, there are many Hidden Gems that Creators and people rarely hear about. So, we wanted to share a few features on Instagram that are highly requested but still not known to all and share tips on how to best use them to boost your content and connect with your audience.

Reels Templates: Ever seen a Reel and wished you could remake it? Now you easily can! We’ve recently introduced “Reels Templates” which allows you to recreate a Reel with the click of a button. You can drag and drop your content into a pre-existing template, and we’ll do the rest of the editing for you. It will sync with the music, In the same way that the template you’re referencing has and be ready in minutes!

Trending Audios: This is a quick and very useful tip to help you find trending audios for your Reels; if you’re watching a Reel and the audio it’s using is trending, there will be an upwards arrow next to The name of the audio. Using trending audios really helps boost your content to reach more people.

Anytime Mentions within Stories: At some point everyone has posted a story and forgot to tag someone, be it a friend or a brand you are collaborating with. With anytime mentions, you don’t need to delete and repost. Instead, tap the three dots at the bottom of your story and select add mentions You can tag your missing friends, even after it’s been live for some time.

Follow refresh: Spring cleaning, but make it for followers! We’ve built a new tool that makes it easier than ever to refresh the list of who you follow. Simply tap ‘following’ on your profile and sort through who you’ve interacted with the least lately, then you can unfollow at your leisure. You can also choose to interact with these accounts more often to increase connection and make them more likely to appear in your feed in the future.

Need more tips and tricks?
Instagram introduced ways for creators to connect with the wider creator community through our own channels such as @Creators. In addition, aspiring creators now have resources like Instagram’s Creator Lab, which offers best practices, product news, tips & tricks, and much more. Make sure to follow these channels to keep updated with the latest in the creator world.

Oluwasola Obagbemi is the Corporate Communications Manager, Anglophone West Africa, Meta.

August 29, 2023
Meta hosts Creators Day in Lagos to Support and Empower Creators

Meta recently hosted its first Creators Day in Lagos Nigeria, attended by over 50 creators across tech, lifestyle, entertainment, travel, beauty and fashion creator territories.

The event included a series of workshops aimed at empowering creators with skills and knowledge to establish and grow their brand, reach their audience and earn a living while doing what they love. During the workshops, Creators learned how they can use Reels in new and creative ways, getting future-ready by utilising the latest tools and features on the platforms, how to stay safe online, how to monetise their content on Facebook and Instagram and how to establish real relationships with brands.

During the creators workshops, experts from Meta touched on how Creators in Nigeria can realise their more opportunity, creativity and full potential while using Meta technologies. Rofhiwa Maneta, Strategic Partner Manager, Creators, Sub-Saharan Africa, Meta shared insights about how Reels can open more opportunities for creators’ discoverability and audience development as they share their unique skills that resonate with their audience. Natalie Choufani, Partner Solutions Manager, Creator Partnerships at Meta also emphasised on how creators can monetise their Reels on Instagram and Facebook. In addition to these, Geoff Reinhardt, Global Head of Partner Safety, explored the best practices to keep creators safe on Instagram and Facebook.

While speaking with the creators at the workshop, Nada Enan, Head of Communications at Instagram, MEA, addressed the myth of shadow banning and explained how the ranking and recommendations of content like Reels work on Instagram. She also shared more insights on how the Instagram algorithm works and how creators can leverage reels to improve their reach and visibility.

According to Enan “Meta is committed to supporting creators in Nigeria to realise their creativity and full potential. We recognise the amazing content they create on our family of apps and that is why we have set aside a day like today to celebrate their good work and successes. We at Meta are delighted to give creators the power to build community and bring the world closer together.”

The workshops were attended by a unique crowd of content creators, ranging from Eric Okafor, Ìfẹ́dayo Agoro, Dr Ayodele Renner, salemkinging, Nonye Udeogu, The Social Media Oga, Joseph Onaolapo, Victor Anyanwu, plantboy.ng, i_am_tjan, Tee Kuro, Hamda ‘Koya, Tijesunimi Olupekan, Sisi Yemmie, Nicole Chikwe, Swit Ope, laughpillscomedy and ayomidate among others.

In the evening, Meta hosted an intimate and immersive dinner experience with some of Nigeria’s top creators like Broda Shaggi, a Nigerian comedian and actor; Maryam Apaokagi, a skit maker, comedian and cinematographer; Mr Macaroni, an actor and content creator; Miss Techy, a female digital creator popularly known for her captivating VFX videos on Instagram; Elozonam Ogbolu, an actor, singer and music producer; Dimma Umeh, a fashion blogger and content creator; Taymesan Emmanuel, a media personality/podcaster and Nelly Agbogu, a social media influencer and entrepreneur.

Attendees were treated to an evening of fine dining, networking with the Meta team, as well as receiving insightful tips through a fireside chat Tomike Adeoye and Bunmi George. During the Fireside chat hosted by Oluwasola Obagbemi, Corporate Communications Manager, Anglophone West Africa, Meta, the two leading Creators shared their journeys to being authentic and adding value through their content on Instagram.

Creators Day Nigeria – Pictures and captions

L- R: Yemisi Sophie Odusanya, Content Creator; Rofhiwa Maneta, Strategic Partner Manager, Creators Sub-Saharan Africa, Meta; Adaora Ikenze, Head of Public Policy, Anglophone West Africa, Meta; Moji Delano, Blogger; and Oluwasola Obagbemi, Corporate Communications Manager, Anglophone West Africa, Meta, during the Meta Creators Day event in Lagos on Thursday, November 10th 2022.

L- R: Oladapo Adewunmi, Creative Director, Apollo Endeavor; Rofhiwa Maneta, Strategic Partner Manager, Creators Sub-Saharan Africa, Meta; Adaora Ikenze, Head of Public Policy, Anglophone West Africa, Meta; Ebuka Okonkwo, Content Creator; and Oluwasola Obagbemi, Corporate Communications Manager, Anglophone West Africa, Meta, during the Meta Creators Day event in Lagos on Thursday, 10 2022.

L-R: Ayomide Adegboye (Ayomidate) and Onoruvie Godswill Enweroghene ( Bro Solomon) at the Meta Creators Day event in Lagos.

L-R: Adebowale “Debo” Adedayo (Mr. Macaroni), Content Creator; Oluwasola Obagbemi, Corporate Comms Manager, Anglophone West Africa, Meta; and Samuel Animashaun Perry ( Broda Shaggi), during the Creators Dinner organised by Meta in Lagos

Group photo of Content Creators with the Meta Africa team at the Creators Dinner in Nigeria, organised as part of the Meta Creators Day activities.

Cross-section of Content Creators with the Meta Africa team in Lagos during the Meta Creators Day event in Nigeria.

Natalie Choufani, Partner Solutions Manager, Creator Partnership, MENAT addressing creators at the Meta Creators Day Nigeria event.

L-R: Oluwasola Obagbemi, Corporate Communications Manager, Anglophone West Africa, Meta and Nada Enan, Head of Comms, Instagram, Middle East and Africa (MEA) during a session with creators at the Meta Creators Day event in Lagos.

L-R: Tomike Adeoye, Content Creator; Bunmi George, Content Creator; and Oluwasola Obagbemi, Corporate Communications Manager, Anglophone West Africa, Meta, during a Fireside chat at the Creators Dinner organised as part of activities for the Meta Creators Day in Nigeria.

Taaooma

Tomike

Temisan

Elozonam

Chinyere (Chinny) Francis, Public Policy Programs Manager, Meta and Nicole Chikwe

Rodney Umeh

November 15, 2022