Publisher of Brand Communicator, Joshua Ajayi, has urged young media professionals to prioritise ethical creativity as a foundation for sustainable success in Nigeria’s fast-evolving media landscape.
The call was delivered on Saturday in Lagos by Usukuma Ntia, Editor of Brand Communicator, who represented Ajayi at the maiden Future Creators Summit held at RCCG Rivers of Joy Parish, Maryland.
Also read: LASU, LASUED, LASUSTECH halt lectures after ASUU declares indefinite strike
The event brought together emerging creatives, industry professionals and thought leaders under the theme “Creating With Purpose.”
Addressing participants during a keynote titled “From Passion to Profit: Building a Successful Career in Media,” Ntia emphasised that the future of the industry demands a careful balance between speed, innovation and responsibility.
The Ethical Creativity Media Practitioners message formed the core of the address, as speakers highlighted the growing pressure on creators to deliver content quickly without compromising standards.
Ntia explained that modern media professionals are increasingly expected to operate across multiple formats, including writing, video production, photography, live broadcasting and social media storytelling.
However, Ntia stressed that the expansion of tools and platforms should not come at the expense of foundational journalism principles.
“Your credibility is one of the few assets that follow you everywhere. It takes years to build and can disappear very quickly,” Ntia said, warning against plagiarism, fabrication and unethical shortcuts.
The summit also addressed the rising challenges posed by misinformation and digital manipulation, with participants encouraged to strengthen verification practices.
Ntia advised practitioners to authenticate images and videos, examine timestamps and confirm information through credible sources before publication.
Within this context, investigative journalism was identified as a powerful and often underutilised tool for differentiation.
Ntia noted that access to public databases, corporate records, Freedom of Information requests and digital tracking tools has expanded the ability of journalists to uncover stories with real public impact.
Beyond technical skills, speakers highlighted the human side of the profession, particularly the risks associated with digital surveillance, online harassment and reputational attacks.
The Ethical Creativity Media Practitioners theme resurfaced as a reminder that ethical grounding can serve as both a shield and a compass in navigating these challenges.
Convener of the summit, Abimbola Akingbade, said the initiative was designed to bridge the gap between talent and opportunity in Africa’s creative economy.
Akingbade noted that success in the industry requires more than raw ability, pointing instead to the importance of mentorship, knowledge and strategic thinking.
“We need knowledge, mentorship, access, collaboration, opportunities and purpose,” Akingbade said. “Creators must understand who they are creating for, what problems they are solving and the value they bring.”
Secondary highlights of the event included a series of panel sessions and expert-led discussions that explored various segments of the creative industry.
Dr Abiola Salami spoke on emotional intelligence and career growth, while Femi Oyewunmi addressed wealth creation and long-term legacy for creatives.
Panels on photography, video editing, filmmaking and content creation featured a mix of established and emerging professionals who shared practical insights and personal experiences.
These sessions offered attendees a more interactive perspective on industry realities, complementing the keynote addresses.
The summit concluded with a fireside chat, reinforcing the collaborative and mentorship-driven approach that organisers say is critical to nurturing the next generation of media practitioners.
The gathering reflects a broader trend within Nigeria’s media and creative sectors, where rapid technological change is reshaping how content is produced, distributed and consumed.
As competition intensifies, industry leaders continue to stress the importance of maintaining trust and credibility as key differentiators.
Also read: LASU, LASUED, LASUSTECH halt lectures after ASUU declares indefinite strike
By placing Ethical Creativity Media Practitioners at the centre of the conversation, Ajayi’s message underscores a growing consensus that long-term success in media will depend not only on innovation, but also on integrity and accountability.
