Young talent managers are stepping up to professionalize the fast-growing content creator market that is coming to millions of mobile phone screens across Nigeria and the rest of Africa.
Some of the top talent already earn six-figure dollar sums with everything from comedy skits to travelogues and cooking shows. Most of that is earned through partnerships with brands trying to reach consumers who are glued to clips on Instagram, YouTube, and TikTok.
Olufemi Oguntamu, CEO of Penzaarville Africa, a Lagos-based talent management agency, said good creators such as his clients can bring in more than 8 million naira ($5,000) per video on average. But with higher production values they can easily bring in more than twice that. Penzaarville manages talent including travel vlogger Tayo Aina, who has 1 million YouTube subscribers, and comedian Broda Shaggi, who has over 12 million on Instagram.
Now content creators are leveraging their social media stardom to transition into Nollywood and television under the guidance of their managers. Taiwo Adeyemi, Founder of Boxx Culture, a talent management agency, said that film producers often approach his clients, not just because of their talent but also their ready-made audiences which run into the millions in some cases. “Nollywood producers are constantly trying to cast people who are content creators to boost the reach of their films,” said Adeyemi, whose clients include Ariyike Dimples and Koye.
While there’s plenty of glitz and excitement around being a creator in Lagos and the mini-fame that comes with having tens of thousands of followers and fans, not everyone is guaranteed to make a living. That’s where the talent managers come in.
In a fledgling creator market, where even Nollywood movie stars have not always been professionally represented, talent managers for online creators are playing a vital role in laying the groundwork for opportunities with major brands and other partners. Unlike in more developed entertainment markets, talent management here encompasses not just career guidance but also agency representation, as well as media affairs, and much more.
The potential is significant in a market which is overwhelmingly young and locked in to their mobile phones. The Africa creator economy is projected to hit a value of nearly $18 billion by 2030, according to Coherent Market Insights, though that total estimate includes other third party enablers, such as fintech companies.
Behind every great video lies a major investment of time, effort, and money spent on hiring recording gear and technical assistance, from editors and production managers to makeup artists. So managers are increasingly important to help the creators manage their costs as they gamble with higher production figures to attract more viewers. But their primary role is bringing in more lucrative brand partnerships.
Oladapo Adewunmi, founder of Lagos-based content and talent agency Apollo Endeavor, says managing partnerships with distribution platforms like Instagram and YouTube is relentless work given the 24-7 nature of social media and the internet. “We are constantly looking out and pushing for more opportunities for the creators and their content to be optimized to generate revenue,” says Adewunmi, whose clients include Josh2Funny and Brainjotter,
The money might be good but it’s important to note that not all brands will work with every creator, and that goes both ways. Oguntamu says he looks out for credibility and alignment of values between the brand and his client. “The brands have to be credible. Regardless of whatever amount you want to pay, I need to be sure that it’s not a brand that will create problems for my clients,”he said.
That confidence is driven by a certainty that the move to self-made creators is just beginning to take hold in the market. “The creator economy is just starting, creators are becoming the new thought leaders and shaping the minds of people,” stated Adewunmi.
By Torinmo Salau, SEMAFOR
Wednesday, December 18, 2024
Nigeria adopts multiple micronutrient-fortified bouillon cube standards to reduce malnutrition and child mortality
The Nigerian government has enacted a new industrial standard for bouillon which includes a provision for adding vital micronutrients. The new standard specifies the inclusion of iron, zinc, folic acid and vitamin B12 on a voluntary basis in nationally produced and imported bouillon cubes to reduce malnutrition and child mortality.
An international team, including researchers from the University of California, Davis, worked with the government of Africa's most populous country to model the public health benefits of fortifying bouillon cubes, a staple in West African cooking. While fortification standards for foods like wheat flour and edible oils are in place, these foods have limited impacts on dietary quality because they are either not consumed frequently or in sufficient amounts by those most in need.
Bouillon cubes, however, are a popular ingredient in West African cooking, consumed by the vast majority of households regardless of socioeconomic status or location, offering a more equitable pathway for impact.
The policy change has the potential to save over 57,000 lives of children under the age of 5 in Nigeria between 2023 and 2030, the research team predicts.
Micronutrients are essential dietary elements that help regulate the physiological functions of cells and organs—supporting healthy growth and development during critical phases of life. Micronutrient deficiencies are widespread in West Africa, contributing to poor child health, development and mortality.
By Neelanjana Gautam, Medical Xpress
An international team, including researchers from the University of California, Davis, worked with the government of Africa's most populous country to model the public health benefits of fortifying bouillon cubes, a staple in West African cooking. While fortification standards for foods like wheat flour and edible oils are in place, these foods have limited impacts on dietary quality because they are either not consumed frequently or in sufficient amounts by those most in need.
Bouillon cubes, however, are a popular ingredient in West African cooking, consumed by the vast majority of households regardless of socioeconomic status or location, offering a more equitable pathway for impact.
The policy change has the potential to save over 57,000 lives of children under the age of 5 in Nigeria between 2023 and 2030, the research team predicts.
Micronutrients are essential dietary elements that help regulate the physiological functions of cells and organs—supporting healthy growth and development during critical phases of life. Micronutrient deficiencies are widespread in West Africa, contributing to poor child health, development and mortality.
Addressing micronutrient deficiencies
Led by the UC Davis Institute of Global Nutrition and Department of Agricultural and Resource Economics, experts Stephen A. Vosti, Reina Engle-Stone, Katherine Adams, Michael Jarvis and their national and international collaborators, including UC Davis alum Seth Adu-Afarwuah, developed and used the Micronutrient Intervention Modeling (MINIMOD) tools to generate the evidence needed by the many stakeholders involved in the international bouillon fortification project. Two studies have been published in Annals of the New York Academy of Sciences.
In parallel, researchers from UC Davis, in collaboration with the University of Ghana, conducted a community-based study to test the acceptability of multiple micronutrient-fortified bouillon cubes with different levels of iron, zinc, vitamin A, folic acid and vitamin B12 by women and their households. All formulations were well-liked by more than 90% of the respondents, suggesting that a broad array of formulations of the micronutrients can be used for further research and to test the impacts of the bouillon cubes on nutritional status and other outcomes.
The team followed this work with a randomized controlled study in the same region to gauge the impact of the multiple micronutrient-fortified bouillon on micronutrient status and related outcomes. Results of this study, supervised by UC Davis researcher Sika Kumordzie, are being analyzed.
"This was the first field-based study undertaken to measure the impacts of multiple micronutrient-fortified bouillon. It therefore provides an important 'cornerstone' of evidence needed to understand the impact of fortification of bouillon in contexts where the condiment has broad and equitable reach," said Engle-Stone.
Using the MINIMOD tool in three countries (Burkina Faso, Senegal and Nigeria), this study showed important gaps in the availability of nutrients in the household food supply to meet dietary requirements for children. Folate, zinc and vitamin A show the highest inadequacy levels, with iron and B12 problematic, but to a lesser extent. In collaboration with Johns Hopkins University, the Lives Saved Tool was used to estimate the impacts of fortification with selected micronutrients (vitamin A, folic acid and zinc) on child mortality.
According to national household data from Senegal, based on food intake alone, 92% of women of reproductive age nationally have dietary inadequacy of folate. Adding fortified bouillon to the existing wheat flour fortification program would decrease national inadequacy to 23%. Researchers also suggest that bouillon fortification would substantially decrease inadequacies among children in vitamin A, zinc and folate, with modest gains for vitamin B12 and minimal impact on iron inadequacy.
Reductions in folate inadequacy among women of reproductive age, and in vitamin A and zinc inadequacies among children, could lead to significant reductions in child mortality, according to previously published studies by the team.
"We're pleased to see the government of Nigeria implement these new standards," said Vosti. "We hope these models will support discussions and policy changes needed to tackle preventable health problems throughout West Africa and more broadly."
Led by the UC Davis Institute of Global Nutrition and Department of Agricultural and Resource Economics, experts Stephen A. Vosti, Reina Engle-Stone, Katherine Adams, Michael Jarvis and their national and international collaborators, including UC Davis alum Seth Adu-Afarwuah, developed and used the Micronutrient Intervention Modeling (MINIMOD) tools to generate the evidence needed by the many stakeholders involved in the international bouillon fortification project. Two studies have been published in Annals of the New York Academy of Sciences.
In parallel, researchers from UC Davis, in collaboration with the University of Ghana, conducted a community-based study to test the acceptability of multiple micronutrient-fortified bouillon cubes with different levels of iron, zinc, vitamin A, folic acid and vitamin B12 by women and their households. All formulations were well-liked by more than 90% of the respondents, suggesting that a broad array of formulations of the micronutrients can be used for further research and to test the impacts of the bouillon cubes on nutritional status and other outcomes.
The team followed this work with a randomized controlled study in the same region to gauge the impact of the multiple micronutrient-fortified bouillon on micronutrient status and related outcomes. Results of this study, supervised by UC Davis researcher Sika Kumordzie, are being analyzed.
"This was the first field-based study undertaken to measure the impacts of multiple micronutrient-fortified bouillon. It therefore provides an important 'cornerstone' of evidence needed to understand the impact of fortification of bouillon in contexts where the condiment has broad and equitable reach," said Engle-Stone.
Using the MINIMOD tool in three countries (Burkina Faso, Senegal and Nigeria), this study showed important gaps in the availability of nutrients in the household food supply to meet dietary requirements for children. Folate, zinc and vitamin A show the highest inadequacy levels, with iron and B12 problematic, but to a lesser extent. In collaboration with Johns Hopkins University, the Lives Saved Tool was used to estimate the impacts of fortification with selected micronutrients (vitamin A, folic acid and zinc) on child mortality.
According to national household data from Senegal, based on food intake alone, 92% of women of reproductive age nationally have dietary inadequacy of folate. Adding fortified bouillon to the existing wheat flour fortification program would decrease national inadequacy to 23%. Researchers also suggest that bouillon fortification would substantially decrease inadequacies among children in vitamin A, zinc and folate, with modest gains for vitamin B12 and minimal impact on iron inadequacy.
Reductions in folate inadequacy among women of reproductive age, and in vitamin A and zinc inadequacies among children, could lead to significant reductions in child mortality, according to previously published studies by the team.
"We're pleased to see the government of Nigeria implement these new standards," said Vosti. "We hope these models will support discussions and policy changes needed to tackle preventable health problems throughout West Africa and more broadly."
By Neelanjana Gautam, Medical Xpress
Deadly violence in Nigeria tied to United Methodist Church schism over LGBTQ policies
A religious schism has turned deadly in Nigeria, with a church member fatally shot and two young children killed as homes were set ablaze, according to United Methodist News Service.
The news service said the reported violence on Sunday stemmed from a schism in the worldwide United Methodist Church over its decision to repeal LGBTQ bans — and the ensuing formation of the new Global Methodist Church by breakaway conservative churches.
According to the news service, a United Methodist church member was shot and killed in a confrontation between both factions in Taraba, a state in northeast Nigeria. Homes were set ablaze, claiming the lives of two children, ages 2 and 4, of the overseer of a United Methodist school and nursery, the news service said. Another 10 church members were reported injured.
The worldwide Global Methodist Church held its inaugural general conference earlier this year. It was created by churches breaking away from the United Methodist Church — an international denomination with a strong U.S. presence.
While the UMC, at its general conference in May, lifted its longstanding bans on LGBTQ ordination and same-sex marriage, it also granted local conferences the right to set their own standards. The West Africa Central Conference, which includes Nigeria, restricts marriage to between a man and a woman and instructs its churches to follow national laws on LGBTQ issues, according to the news service.
In a statement, local United Methodist bishops condemned the violence and asked that there be no retribution.
"We are outraged that such an atrocity would occur among Christians, especially brothers and sisters who were once part of the same Methodist family," they said in a statement.
"We further urge GMC members, at all levels, to put an immediate end to the violence and refrain from disseminating misinformation that fuels fear and disdain that can lead to violence," they said.
The Assembly of Bishops of the Global Methodist Church issued a statement saying it is actively looking into the allegations and is seeking to determine what has happened.
"We mourn the loss of human life, decry the use of violence in any form, and call on both Global Methodists and United Methodists to serve as agents of peace," it said.
The news service said the reported violence on Sunday stemmed from a schism in the worldwide United Methodist Church over its decision to repeal LGBTQ bans — and the ensuing formation of the new Global Methodist Church by breakaway conservative churches.
According to the news service, a United Methodist church member was shot and killed in a confrontation between both factions in Taraba, a state in northeast Nigeria. Homes were set ablaze, claiming the lives of two children, ages 2 and 4, of the overseer of a United Methodist school and nursery, the news service said. Another 10 church members were reported injured.
The worldwide Global Methodist Church held its inaugural general conference earlier this year. It was created by churches breaking away from the United Methodist Church — an international denomination with a strong U.S. presence.
While the UMC, at its general conference in May, lifted its longstanding bans on LGBTQ ordination and same-sex marriage, it also granted local conferences the right to set their own standards. The West Africa Central Conference, which includes Nigeria, restricts marriage to between a man and a woman and instructs its churches to follow national laws on LGBTQ issues, according to the news service.
In a statement, local United Methodist bishops condemned the violence and asked that there be no retribution.
"We are outraged that such an atrocity would occur among Christians, especially brothers and sisters who were once part of the same Methodist family," they said in a statement.
"We further urge GMC members, at all levels, to put an immediate end to the violence and refrain from disseminating misinformation that fuels fear and disdain that can lead to violence," they said.
The Assembly of Bishops of the Global Methodist Church issued a statement saying it is actively looking into the allegations and is seeking to determine what has happened.
"We mourn the loss of human life, decry the use of violence in any form, and call on both Global Methodists and United Methodists to serve as agents of peace," it said.
Tuesday, December 17, 2024
Ademola Lookman named African players of the year
The Atalanta forward saw off competition from Ivory Coast's Simon Adingra, Guinea's Serhou Guirassy, Achraf Hakimi of Morocco and South Africa's Ronwen Williams.
Lookman is the second consecutive Nigerian to claim the award after Victor Osimhen in 2023.
Orlando Pride striker Barbra Banda made history as the first Zambian to win the women's prize, finishing ahead of Moroccan Sanaa Mssoudy and Nigeria's Chiamaka Nnadozie.
The winners are voted for by a panel of experts which includes members of Caf's technical committee plus African media professionals, players and coaches.
Lookman's standout year
Lookman, 27, was hot favourite to pick up the award for the first time in his career after an impressive 2023-24 season.
He played a key role in helping his Italian club win the first European trophy in their history with a memorable hat-trick in the final against Bayer Leverkusen - making him the sixth player to score a treble in a European club final and the first since 1975.
On the international scene, Lookman was named in the team of the tournament at the Africa Cup of Nations in Ivory Coast, scoring three goals as the Super Eagles finished as runners-up to the hosts in February.
The former Everton, Fulham and Leicester City player was also the only African on this year's men's Ballon d'Or shortlist, finishing 14th.
Lookman has again proved instrumental for Atalanta this season, scoring eight goals in Serie A to help his team go top of the table.
Almost 800 arrested over Nigerian crypto-romance scam
Nigeria's anti-graft agency said it had arrested 792 suspects in a raid on a building believed to be a hub for fraudsters who lured victims with offers of romance, then pressed them to hand over cash for phoney cryptocurrency investments.
The suspects, including 148 Chinese and 40 Filipino nationals, were detained on Dec. 10 at the seven-storey Big Leaf Building in Lagos, Nigeria's commercial capital, Economic and Financial Crimes Commission spokesperson Wilson Uwujaren said.
The luxury building housed a call centre mostly targeting victims from the Americas and Europe, he added.
Staff there would make contact with people through social media and messaging platforms, including WhatsApp and Instagram, then seduce them online or offer them apparently lucrative investment opportunities, Uwujaren told reporters.
Once victims were hooked, they were pressured to transfer money for fake cryptocurrency schemes and other non-existent projects.
"Nigerian accomplices were recruited by the foreign kingpins to prospect for victims online through phishing, targeting mostly Americans, Canadians, Mexicans and several others from European countries," Uwujaren said.
"Once the Nigerians are able to win the confidence of would-be victims, the foreigners would take over the actual task of defrauding the victims," he said.
Uwujaren said the Commission was collaborating with international partners and would look into potential links to organised crime. Its agents seized computers, phones and vehicles in the raid, he added.
Related story: Stop Sextortion - bereaved parents' appeal to criminals in Nigeria
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