On Thursday, September 25, 2025, The Podium in Lekki, Lagos, was filled with excitement as hundreds gathered for the tenth edition of the New Media Conference (NMC). The event brought together government officials, media professionals, tech leaders, content creators, and students to explore how new media continues to shape Africa’s future.
The audience was graced by leading voices in Nigeria’s creative industry, including Tomike Adeoye, Aproko Doctor, Samuel Perry (Broda Shaggi), Fisayo Fosudo, and Bukunmi Adeaga-Ilori (Kiekie).
The day began with a warm welcome from the convener, Oluwatosin Ajibade, popularly known as Olorisupergal, who reflected on NMC’s origins in 2015.
“Ten years ago, this conference began with a simple, yet powerful vision that new media could be more than just entertainment. That it could change just how Africa tells its stories, connects its people, and drives opportunities. Today, we celebrate not just how far we’ve come, but also how much further we can go,” Ajibade said.
While highlighting the crucial role of new media in allowing young people to express their creativity with little resources, Ajibade also called attention to the difficulties many creators and journalists face in earning a living due to misinformation, online harassment, economic strain, and policy uncertainty in many African countries.
Following the opening remarks, the atmosphere was set for the first keynote speech delivered by Dada Olusegun, Special Assistant to the President on Social Media, who shed light on how social media has evolved from a simple tool for communication to an instrument for shaping narratives and directing policies.
“I have seen first-hand how platforms that once seemed experimental now hold the power to influence elections, governance, and contract sheets. It has been a journey of constant adaptation, innovation, and deepened understanding of human behaviour in the digital age,” Olusegun said.
The NMC 100
A major highlight of the day was the unveiling of the NMC 100, a prestigious recognition celebrating the most influential pioneers, innovators, and disruptors who have transformed the industry over the past decade.
The awardees included creatives, media companies, and several other new media practitioners, including Chude Jideonwo, Tomike Adeoye, Aproko Doctor, Samuel Perry, Fisayo Fosudo, Bukunmi Adeaga-Ilori, Tobore Ovuorie, Peace Itimi, The Cable, Yemisi Odusanya, Fisayo Soyombo, Joey Akan, and several other worthy recipients.
Panel 1: From pioneers to powerhouses
Following the insightful keynote, the conference’s panel was underway, bringing together experts to discuss the role that agencies, telecommunications, and the streaming and mobile TV industry have played in shaping the digital media landscape.
Moderated by Njideka Akabogu Eke-Uche, Regional Manager, ID Africa, the panel included industry leaders like Yinka Adebayo, Group Executive Director, Omnicom Media Group, West & Central Africa; Dr. Lakinbofa Goodluck, Public Relations Manager at MTN Nigeria; Atinuke Babatunde, Academy Director, West Africa, MultiChoice Talent Factory; Yemisi Odusanya (Sisi Yemmie), award-winning author and digital entrepreneur; and Olukunle Folarin, Director of Programmes, TVC Entertainment and New Media.
Olukunle Folarin highlighted the importance of continuously innovating in line with audience needs.
“Once your sector is disrupted, you need to either align with it or be left behind,” he said.
Building on that, Atinuke Babatunde added that most “old” media platforms are now digital, ensuring that they can capture the attention of every audience category.
“It is real-time online. Whatever you see on the terrestrial platform is what you will see online. We live in the fourth industrial revolution, so if we want to focus on being on TV alone, there will be a gap,” she said.
As a new media practitioner for over a decade, Yemisi Odusanya highlighted the role of new media platforms like YouTube in empowering content creators to tell authentic and personal stories with limited resources.
“It gave us so much power as content creators. You don’t need permission; you create your content, you are empowered, and you are able to make income from this content that you have created,” Odusanya said.
The discussion also spotlighted the critical role of connectivity. Lakinbofa Goodluck explained MTN’s commitment to providing reliable Internet, despite challenges such as fibre cuts, vandalism, and theft.
“Between January and July, MTN alone experienced about 5,400 fibre cuts. Think of what that does to the network.”
Closing the panel, Yinka Adebayo emphasised the importance of collaboration among media professionals across several platforms. At the end of the discussion, one theme had clearly emerged: new media is no longer novel; it is the norm.
Panel 2: Redefining the creator economy
The second panel session featured expert speakers examining the evolving creator economy and the role of effective storytelling.
The session, hosted by Olatunde Shobanjo, Founder & Managing Director, Valor Reviews Ventures Nig, included speakers like Malik Afegbua, filmmaker and creative technologist, and CEO of Slickcity Media; Oluwamuyemi Orimolade, strategic communications advisor/consultant; David Adeleke, Founder & CEO, Communiqué; and Abiola Nejo, Head, Regal by Providus Bank.
The conversation focused on how content creators can tell effective stories that stand out in an increasingly saturated environment. Malik Afegbua underscored the role that artificial intelligence now plays in storytelling.
“AI is just a tool, but there are many different tools that do many different things. Some tools are very good at animation, some are good with graphics. It is how you combine those tools together to create an output that really matters,” he said.
Oluwamuyemi Orimolade added that the true differentiator in storytelling is the authenticity of the storyteller.
Picking up on this theme, Adeleke said, “people tend to jump on things that they see to be successful, or if they think something is working already, they want to see how they can build on it.”
He pointed this out as one of the major mistakes brands make in storytelling, adding that the Nigerian market is permeated with an abject lack of differentiation.
On financing, Abiola Nejo called for better access to funding for creators.
“We would like the financing aspect of the creative sector to come into play for professionals in the creative sector.”
The panel closed with a call for creators to pursue sustainable brand partnerships and co-create products rather than relying solely on sponsored posts.
Panel 3: The future of creator monetisation
The final panel session of the day centred on the future of creator monetisation. The panel was hosted by Kathleen Ndongmo, Head of Digital, Newscentral TV, and included speakers like Layi Wasabi, actor and comedian; Elozonam Ogbolu, creative visionary, actor, content creator, and TV host; Bamidele Olamilekan (Pexxie), Principal Partner at Lekan Bamidele & Co.; and Victoire Mahounou, content creator and digital storyteller.
The speakers commented on the struggles they have experienced as creatives in Nigeria. A common thread among them was the unfairness of payments and deals from agencies and brands.
“One thing that has been a creative’s problem from time to time is the ability to earn, and the ability to earn what their work is worth,” Ogbolu said.
Mahounou drew attention to alternative ways creators can earn money beyond payments from social media platforms and brand deals.
“There is also room for digital products. We also need to talk about how our knowledge is very powerful, how we can sell our knowledge, and how we can make money from putting events together, guides, books, and masterclasses,” she said.
Olamilekan proposed simplified taxes for young creators and called for a government-backed knowledge bank to professionalise the sector.
Conclusion
The event concluded with a keynote speech delivered by Bayo ‘Lion’ Adedeji, Group CEO of Wakanow and Onburd, who spoke about building scalable businesses and transitioning from disruption to dominance.
He advised the creatives in the room on what it takes to outdo competitors.
“Dominance is not built by press releases; dominance is built by distribution. It is distribution, discipline, and daring to scale,” he said.
Adedeji encouraged listeners to have a dominant mindset from the start and begin with a desire to own every niche they have carved out for themselves.
In all, the tenth edition of the NMC celebrated a decade of impact and set the stage for the next era of disruption. From inspiring keynotes to dynamic panel sessions and the recognition of pioneers through the NMC 100, the event demonstrated that new media is the present, and those who embrace it will shape Africa’s next decade of storytelling.
