Nigeria media industry collaboration took centre stage at NEMCEA 2025 as leaders called for unity, scale and regulation in a fragmented content landscape

At NEMCEA 2025, leading voices from advertising, media, and regulatory sectors united in a powerful call for unity, scale, and strategic partnerships, as Nigeria media industry collaboration took centre stage amid a rapidly evolving and fragmented content landscape.

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Held at the Radisson Blu Hotel in Ikeja, Lagos, the fourth edition of the Nigeria Electronic Media Content Exhibitions and Awards (NEMCEA) carried the theme “Sustainable Content Creation in a Fragmented Media Space.”

The event brought together regulators, advertisers, content creators and industry associations to address the challenges and opportunities facing Nigeria’s creative ecosystem.

Lanre Adisa, President of the Association of Advertising Agencies of Nigeria (AAAN), described the rise of the creator economy as a natural evolution of the traditional creative industry.

He stressed the urgent need to break down silos and work collectively. “You cannot work in silos. This is the only way to move forward as an industry,” he said, pointing to countries like India and South Africa, where collaboration between sectors has propelled their global influence.

Adisa noted Nigeria’s untapped soft power, which has gained international admiration but lacks coordinated strategy.

“You go outside Nigeria and the amount of adulation people have for our content is unbelievable,” he said. “But what do you do with soft power?”

From a business perspective, Seni Adetu, Chairman of Algorithm Media, warned that while passion fuels creativity, it does not guarantee value.

He described fragmentation — both in media platforms and creator numbers — as a barrier to fair monetisation.

“Scale is the enemy of fragmentation,” he asserted, explaining that without scale, creators face underpricing and loss of bargaining power. He called on content owners to unite to build commercial leverage and drive growth.

Dozie Okafor, President of the Media Independent Practitioners Association of Nigeria (MIPAN), offered a contrasting view, framing fragmentation as a positive indicator of vibrancy.

For him, the key to sustainability lies in developing homegrown talent — writers, producers and directors — and enabling them to compete globally. “Collaboration needs to be a currency for our growth,” he said.

Representing advertisers, Osamede Uwubanwmen, President of the Advertisers Association of Nigeria (ADVAN), reinforced the value of diverse content, which offers brands the creative range they need.

“We own Africa in terms of content, music and creativity. We then need to take it out,” he declared, adding that Nigeria should look outward rather than adopt protectionist policies.

From a regulatory standpoint, ARCON’s Deputy Director of Regulation, Mrs Emme Akande, reminded the audience of the need for advertising and content to meet national standards.

“Any advertisement must be legal, honest, truthful and decent,” she stated. Sharing a personal experience where misleading content led her to inappropriate material online, she highlighted the importance of content governance to protect consumers, especially children.

By the end of NEMCEA 2025, the message was clear: Collaboration is essential for sustainable growth.

Industry leaders agreed that Nigeria’s creative ecosystem must prioritise strategic unity, investment in talent, scale-driven partnerships and a shared commitment to regulatory standards.

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As the global demand for authentic African stories grows, Nigeria’s creative community has the chance to lead — not just through powerful storytelling, but through responsible, collaborative, and commercially viable practices.