Ahead of the forthcoming Nigerian Electronic Media Content Expo and Awards (NEMCEA 2022), Broadcast Media Africa spoke with the President of the Association of Advertising Agencies of Nigeria (AAAN), Mr Steve Bakaeko, with regards to his participation in the industry marketplace expo taking place on the 29th – 31st August 2022 in Lagos, Nigeria.
During our conversation, Mr Steve Bakaeko highlighted the significants of content creation as a driving force in telling authentic African stories.
The following is an excerpt from BMA’s conversation with Steve Bakaeko:
BMA: What influenced your decision to participate in the Forthcoming Nigerian Electronic Media Content Expo And Awards NEMCEA 2022?
Steve: As the President of the Association of Advertising Agencies of Nigeria (AAAN), any forum that falls within the marketing communication ecosystem is definitely of paramount interest. Content is a significant driver of the African Storytelling renaissance; therefore, I am excited to be a part of this event.
BMA: How would you describe the current transformation that is taking place in the Content Production, Distribution and Monetisation industry? How can practitioners take advantage?
Steve: This is an exciting time to be an African. Once again, our culture is back in pole position, driving the new narrative of Africa as a rising giant. Look at music, movies, fashion, gastronomy, and so many other pillars; you will see all indicators heading north. I think what’s happening is that there’s a new belief in our culture; this has, in turn, spilt over to the world, and everyone is now embracing us because they see us embracing ourselves. Practitioners must tap into the current wave by ensuring that we keep content quality super high and also by ensuring that, as a people, we don’t end up holding the short end of the economic stick. We must fight to keep ownership of our culture.
BMA: What is the biggest industry challenge faced at the moment concerning generating adequate revenues/funding for content and programmes that viewers/listeners want. How can these challenges be faced, specifically?
Steve: Nigeria’s banking system is yet to come to a full grasp of the full potential of the content space; thus, they are still a bit reticent with funding and support. Without adequate funding, we cannot elevate the quality of our products. The government need to step up and let the relevant agencies give funding support to content production.
BMA: In your opinion, what can be done to improve the new local content offering paradigm for a multi-platform, multi-device environment across the African continent?
Steve: We need to find a creative way to fuse content offering with affordable data packages. Once we can successfully do that, we’ll see a massive shift in favour of on-the-go content consumption.
To join Steve Bakaeko at the forthcoming NEMCEA2022, from the 29th – 31st of August 2022, at the Radisson Blu Hotel, Ikeja, Lagos – Nigeria, visit the NEMCEA2022 website here.