Broadcasting
5 Business Lessons to Learn from Showmax’s Freemen
In Nigeria, entrepreneurship and business enterprises play a pivotal role in the economy, with businesses spread across all corners of the country. However, when seeking advice on business matters, one group stands out – the Igbo people, renowned for their enduring affinity with commerce, notably through the Igbo apprenticeship system.
This system has nurtured numerous millionaires and notable figures in Nigeria’s business landscape. And Showmax’s compelling documentary, Freemen, delves into their journey, showcasing their rise, stories, and the rich culture of the longstanding “Igba Boi” tradition.
From the chairman of Coscharis Group, Dr Cosmas Maduka, to the chairman of Innoson Group of Companies, Chief Innocent Chukwuma, the Founder/Group Executive Chairman, Chicason Group, Sir Alex Chika Okafor and the renowned entrepreneur Obi Cubana, the documentary imparts invaluable lessons from their experiences and successes.
Here are 5 business lessons we’ve learned from Freemen.
1. You Can’t Do It Alone
In the world of business, collaboration is key. Just like in Igbo apprenticeship where a master mentors their apprentice, building a network of support and guidance can significantly enhance chances of success.
Speaking in the first episode of the documentary, the Executive Producer of Freemen, Nigerian rapper, and actor, Tobechukwu ‘Illbliss’ Ejiofor, emphasised the importance of togetherness in building a successful business empire.
He revealed: “When I came into Lagos, I realised that my journey wasn’t going to be complete if I didn’t create an opportunity for others from my own hustle. When you get in, you bring in your brother; it’s a philosophy that we built and ran with. I just know that I need to be able to get in and pull other people in, showing them exactly what it is that needs to be done”.
Obi Cubana captures it all in the same episode: “Never leave a brother behind”, he concluded.
2. Master One Thing; Not All
According to Freemen, rather than spreading yourself too thin by trying to do everything, concentrate on mastering one aspect of your business.
Dr Cosmas Maduka’s story in episode two of the documentary is a prime example. Having begun his apprenticeship as early as the age of seven, even though he absorbed the knowledge of supply management, inventory control, accountancy, and administration which the Igbo apprenticeship system availed him, he focused on “internal combustion engine” under the tutelage of his uncle who had a catalogue for motorcycles. This led him to discover not just the contents but all the working parts of motorcycles and automobiles.
Unsurprisingly, Dr Cosmas’ breakthrough came from selling motorcycle crash bars, a product in scarce supply, at a substantial markup.
For Chief Innocent Chukwuma, one of Nigeria’s most successful car manufacturers, he had to spend seven months studying and mastering motorcycle parts before proceeding to work with his brother under whose auspices he became an apprentice. Before long, he was able to build a motorcycle by himself. In fact, he once brought the price of a motorcycle down from ₦150,000 to ₦60,000 due to his homemade brand.
In the near future, Chief Innocent Chukwuma aims to produce homemade cars that are cheaper than imported cars, in order to make automobiles more affordable.
3. Keep Developing
Continuous learning and improvement are essential for staying ahead in business. Just as apprentices in Igbo culture undergo rigorous training and skill development, entrepreneurs must continually invest in their own growth and development.
Engr Okezie Onyemelukwe, owner of Soundhouse Digital Multimedia, an independently owned and operated full-service event management company based in Enugu, is a testament to how developing one’s skill and talent can be the biggest pathway to success. In the third episode of Freemen, Engr Okezie revealed how he started from his local church, joining the team in charge of sound production. Before long, he joined his uncle’s music outfit which started with only a keyboard and a microphone. However, he honed his skill for years, ensuring that people rely on him before they can get their music production jobs done.
Today, some of the most competent sound engineers and live event professionals in southeast Nigeria have gone through Okezie’s tutelage as apprentices.
“When people see me driving the cars I drive, they want to be like me,” he said. “But they don’t see all the efforts and discipline that went into getting here. When you want to copy and paste someone’s life, make sure you copy from their past, not only their present”, Okezie said on the importance of discipline and development in running a successful business.
4. Find a Niche, Where There’s a Gap
Identifying an unmet need or underserved market niche is a recipe for success. Similar to how Igbo apprenticeships often specialise in specific trades or crafts, Freemen reveals that entrepreneurs must seek out opportunities where they can fill a gap in the market.
Reflecting on his journey, Dr Cosmas Maduka recalled how he identified a niche market opportunity within Boulos Enterprises. He seized the chance to sell motorcycle crash bars, a product in scarce supply, at a substantial markup. This strategic move propelled his success and layed the foundation for the highly influential business mogul he is today. By offering unique solutions or products tailored to a specific audience, you can carve out a profitable niche for your business.
5. Be Ready to Serve
At the core of a successful business lies a commitment to serving others. In Igbo apprenticeship, both masters and apprentices understand the importance of service in their relationship.
For Anene Cyril Okeke, CEO of Lastborn Investment Ltd, a business owner who currently has over 14 apprentices working under him and over 20 who have graduated through him, he too had to go through his period of service.
“At a point, I regretted being an apprentice at my brother’s because he was hard on me. I would be the one to go on errands, I would be the one to fetch water, I would be the one to cook”, he said.
“It is now that I know that all of those were trainings that I should have gone through. If not, all the things I know now, I wouldn’t know”.
For Dr Cosmas Maduka, he had to serve and go through the Igbo Apprenticeship System at an early age, leading him to eventually take on the management of automobile branches in Jos, Sokoto, Nnewi, and Lagos.
During his years of service, Dr Maduka was under the guidance of his uncle, who was a motorcycle spare parts trader. However, they lived in humble conditions: “My uncle himself had just started a business and lived in his own uncle’s house in a one-bedroom with his wife. In that bedroom, they used curtains to divide the sitting room from the bedroom. A man that is sleeping in a passage went to get an apprentice so you can know where my bedroom would be,” he said.
That humble beginning of service, which is enclosed in the “Igba Boi” system, not only propelled his success but also enabled him to amass his first million dollars by the age of 24. By 25, his wealth had doubled to more than 2 million dollars.
Freemen is a captivating exploration of the Igbo Apprenticeship System, known locally as “Igba Boi”. Binge all seven episodes of Freemen now on www.showmax.com.
Broadcasting
Davido, Babajide Sanwo-Olu, Karl Toriola, Others To Be Honoured At The Most Influential People of African Descent Awards In Lagos
Most Influential People of African Descent (MIPAD) is excited to announce the Lagos Diaspora Experience 2025, a week-long celebration of African art, culture, innovation, and connection, culminating in the End of the Year Awards & Celebration on Sunday, December 21st, 2025, in Lagos, Nigeria.
The Most Influential People of African Descent Awards
This historic occasion marks the first time the world-famous Most Influential 100 Recognition & Awards Ceremony—traditionally held in New York on the sidelines of the United Nations General Assembly (UNGA)—will be hosted in Lagos, Nigeria.
The week will feature events such as Diaspora Day at the Fela Exhibition (Afrobeat Meets Diaspora), Cultural Heritage Day, and Business Leadership Luncheons, all culminating in the awards celebration.
The evening will honor the Best & Brightest of the Year, recognizing exceptional individuals and institutions whose work has advanced Global African Achievement and Black Excellence across business, government, media, culture, and technology.
Key Recognitions for 2025
– Governor of the Year & City of the Year: His Excellency Babajide Sanwo-Olu, Governor of Lagos State, honored alongside Lagos as City of the Year for its global leadership in culture, innovation, tourism, and diaspora engagement.
– Her Excellency Hannatu Musa Musawa, Minister of Art, Culture, Tourism and Creative Economy, will be honoured as Minister of the Year for her contribution to the creative economy’s role in nation branding and cultural diplomacy.
– Most Influential Woman of the Year: Olorì Atúwàtse III, Queen Consort of the Warri Kingdom
– Most Influential Man of the Year: Adewale Tinubu, Group Chief Executive, OANDO
– CEO of the Year: Karl Toriola, Chief Executive Officer of MTN Nigeria; who will deliver a keynote address, recognized for his transformative leadership and impact on Nigeria’s telecommunications and digital economy.
Others include; Karl Toriola of MTN as CEO of the year, Uche Pedro of Bella Naija as Lifestyle Personality Of The Year, Ojy Okpe of Artise News as Most Influential News Anchor Of The Year, Stephanie Busari as Media Executive of the Year, Kayode Okikiolu as Pressman of the year, Davido as Artist of the year and several others.
In celebrating this year’s honorees, Michael Ehindero, Managing Director, Pernod Ricard Nigeria, owners of Martell Cognac, who emerged as Brand Of The Year expressed deep appreciation for the brand’s continued global recognition, saying: “It’s a great reward for the team who’s delivered Martell excellently in Nigeria over the years.
“We say thank you to the teams, we say thank you to our consumers and we say thank you to MIPAD.
“Martell has a lot of promising experiences in the years to come in Nigeria and with this we invite you over to Nigeria to experience Detty December”.
The ceremony will also celebrate the achievements of the Class of 2025 Honorees, alongside past Nigerian honorees who were unable to attend their year of recognition in New York.
“For the first time, we’re bringing our world-famous recognition platform home to celebrate excellence within the Global Africa Family — right here in Lagos,” said Kamil Olufowobi, Founder & Chairman of MIPAD. “This is more than an event; it’s a movement uniting the best of us — connecting, collaborating, and working together to change the world.”
Event Details
📍 Lagos, Nigeria
– Friday, Dec 19 – #DettyDec Diaspora Day at Fela Exhibition FREE
– Sunday, Dec 21 – End of Year Recognition & Award Ceremony STRICTLY BY INVITATION
🎟️ RSVP: https://rsvp.oakenevents.com/mipad
Nigerian Copyright Commission (NCC) has called for urgent adoption of advanced digital protections after blocking seven piracy sites amid escalating online threats to Nollywood content.
The call was made during a webinar hosted by Greychapel Legal titled “Clicks, Streams, and Copyright: Who Owns Nollywood’s Digital Future?”, which brought together filmmakers, regulators, entertainment lawyers and media strategists to examine how content ownership and copyright enforcement are being reshaped by the digital age.
Lynda Alphaeus, director and head of the NCC Lagos Office, said the Commission has intensified its efforts to combat piracy across digital channels and is upgrading its operations to meet emerging threats.
According to her, Nigeria’s new Copyright Act was deliberately updated to strengthen creators’ rights amid the explosion of online distribution.
“NCC has worked, and is still working tirelessly to adapt Nigeria’s legal framework to cope with digital distribution challenges. We now have the power to block networks publishing illegal content, and we have already blocked seven websites distributing pirated Nigerian works,” Alphaeus said.
She revealed that the Commission has established a special taskforce known as the STOP Unit to coordinate anti-piracy operations online, alongside new awareness campaigns targeting local markets and schools to educate content creators and the public on copyright obligations.
Alphaeus urged filmmakers and producers to take ownership of their digital safety by deploying available technological protections to safeguard their intellectual property.
She explained that tools such as encryption help prevent unauthorised copying, blockchain technology offers immutable proof of ownership, digital watermarking allows creators to trace illegal uploads, while cloud security and regular offline backups protect creative files before they reach the market.
While noting that copyright in Nigeria does not legally require registration, she stressed that registering one’s work strengthens protection and provides legal presumptions that can be vital in enforcement.
“Whatever you register is presumed to be yours until proven otherwise,” she said, urging creators to invest in copyright knowledge as part of their business strategy.
Other speakers at the webinar reinforced the urgency of protecting Nollywood’s digital assets.
James Omokwe, film director, noted that while streaming platforms have created unprecedented opportunities for visibility and monetisation, they have also opened new vectors for intellectual property theft and unauthorised redistribution.
Solafunmi Laelle, media strategist, added that audience data, which streaming platforms rely heavily on, will increasingly determine leverage and value in film licensing negotiations.
According to her, creators who lose control of their intellectual property, whether through piracy or unfavourable contracts, also lose access to valuable data that could shape their long-term earnings.
Nky Ofeimun, entertainment lawyer, emphasised the need for creators to understand the contractual implications of ownership, platform exclusivity, and reversion rights.
She noted that many filmmakers still underestimate how quickly digital copies can be illegally duplicated or uploaded once control is lost.
The panelists agreed that as Nollywood deepens its digital footprint, piracy will continue to evolve and become more sophisticated.
They stressed that the industry must respond with equally sophisticated tools, stronger contract negotiation, and improved education around copyright.
Globacom, just introduced four brand new movies on its premium entertainment platform, Glo TV, and they are completely free for all subscribers. The company says the release marks another major step in its mission to enrich digital entertainment for millions of viewers across the country.
In a statement from Lagos on Wednesday, Globacom explained that the new titles feature some of Africa’s most celebrated actors and filmmakers, offering a colorful mix of romance, comedy, drama, culture, and emotional storytelling. The lineup includes Johnny Just Come (JJC), Eko Vibes, Bound, and Shifting Desire.
“Each of these movies was chosen to spotlight diverse African stories while delivering world class entertainment unavailable in cinemas, on YouTube, or on any other streaming service. Viewers do not need any subscription or extra payment. Access is completely free,” the company said.
Leading the pack is Shifting Desire, featuring Lilian Afegbai and veteran actor Majid Michel. The film is a gripping romantic drama that dives into marriage, intimacy, betrayal, healing, and the emotional journey of a couple using therapy to rebuild trust. Shifting Desire premiered on Glo TV on December 2 and is already streaming for free.
Johnny Just Come (JJC), starring Patience Ozokwor and Nancy Isime, delivers a hilarious cultural crossover story about an American man trying to navigate love and marriage in an African household. The movie explores themes of identity, family, culture, and coexistence in a warm and relatable way.
The third title, Bound, starring Rita Dominic and Eyinna Nwigwe, is a thought-provoking family drama that follows a successful career woman confronting long hidden personal struggles and the impact on her relationship. The film showcases powerful performances from some of Nollywood’s finest.
Rounding out the collection is Eko Vibes, featuring Broda Shaggi, Josh2Funny, and Nkechi Blessing. The movie captures the energy and hustle of Lagos youth culture, spotlighting ambition, humor, and the vibrant spirit of young people chasing success in the city.
Globacom noted that the new releases reinforce its commitment to delivering original African content at the highest quality. “With these exclusive titles, Glo TV is redefining digital entertainment in Nigeria by offering fresh, premium movies not available anywhere else. We remain committed to growing our catalog with rich African stories that celebrate creativity at its best,” the company added.
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