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Technology, Creativity Critical in Nigeria’s Entertainment Industry- Onyemelukwe

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(L-r): Laide Olabode, marketing manager, Betty Anthony, campaign manager, and Sam Onyemelukwe, managing director EMC - Trace, during an interactive session with media in Lagos during the week.
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Mr. Sam Onyemelukwe the managing director, Entertainment Management Company (EMC) Nigeria & TRACE in Nigeria, has identified technology, creativity, partnerships and professionalism as obvious factors for the long term survival of the Nigerian entertainment industry.

Speaking to the press in Lagos, Onyemelukwe who comes from a creative background, having begun his career in 1995 at Walt Disney Television in Buena Vista, California in the post production department, noted that government’s part in the industry’s sustainability plan entails the provision of enabling ground, infrastructural developments and funding.

He said, “No doubt, the Nigerian entertainment industry has come of age, but we need a clearer plan for long term sustainability of the talents and investments already in place. For instance, apart from funds, the industry can thrive better when professionalism is entrenched; which will benchmark artists, producers and others in the industry. It is going to do everybody good in the industry when that happens.

“For us in TRACETV; in fact, ask the artists themselves, they will tell you that we have professionalized our processes, operating in standards that will take many of our competitors years to attain.

“That is why in the last 4 years TRACE has worked with a good number of brands like St Eve for the Summer Jam Fest with Rick Ross; Diageo (Smirnoff Industry Nite & Johnnie Walker – Black Podium); Nokia (Don’t Break the Beat); Airtel ( Airtel TRACE Music Star); OLX (OLX TV AD Campaign); Ledrop (Remy Martin ,St Remy & Jack Daniels); GD Netter – Handled Creative duties for the Henessy Artistry Campaign 2011;             GSK (Ribena & Lucozade); HP Nigeria; Tecno; Etisalat; MTN; Africa’s Next Top Model; Access Bank; Pepsi –Top Ten Music Chart Show; Samsung; Glo, among others. What did we achieved with them? We worked in the capacity of Selling Sponsorships, Event Management, Production, Talent Management, Innovative Digital Media Solutions, etc”.

“Another important point as the industry climbs the ladder of progress is partnership. You will find out that people engage in unnecessarily rate cuts so as to strike a deal, but at the end, it is either they do shoddy job or pay from their pockets to execute the job. When you lower your standards, don’t expect it will get better next time.

“If we have not leaved up to expectations, we wouldn’t have executed such campaigns as: Nokia’s Don’t Break the Beat; creative duties GD Netter’s Hennessy Artistry Campaign; Airtel TRACE Music Star; Smirnoff Industry Nite; Johnnie Walker’s THE SEAT; OLX Advertising Campaign; Ledrop (Remy Martin – At the Club with Remy/Remy Gbedu Slam) and others”.

“In terms of technology and the impact on the whole thing, it is at the centre of all this. Technology galvanizes, it sets you out from others and helps the creative ability in you to be put in proper shape. We believe that the entertainment village project to be built at the National Theatre, Lagos will come on soon, because the industry needs that. Even at this time we are talking about digital broadcasting, we need such infrastructure for independent producers to leverage for quality local contents production”.

TRACE is a brand and an international media group that provides contemporary music and sports entertainment content to a large and predominantly young audience.

Its core business is original content and pay-tv channels, available in English and French, distributed in over 150 countries through 28 satellites and 200 carriage agreements.

TRACE represents the voice of the youths, playing the best of R ‘n’ B and Hip Hop videos. Since its launch in April 2003, the channel has grown to include TRACE Urban, TRACE Tropical and TRACE Sports Stars, TRACE Africa and TRACE Toca

Inspired by the vibrant music scene, the electrifying artists, great music videos and the passionate creative spirit TRACE launched in Nigeria with a view to promote African music globally under EMC Nigeria  who are the Exclusive representatives for TRACE in West Africa.

EMC Nigeria is also a Media and communications outfit that provides a complete suite of services from Brand Marketing Concept Development, Talent Management to Broadcast and Event Production.

Onyemelukwe after establishing himself in the media and entertainment, had spent the next decade between the worlds of fashion and music, producing and directing numerous performances and shows as well as working in Artist and Repertoire, developing young acts.

He most recently ran MTV Base’s Nigeria business, creating and executing campaigns, including concert events and club parties and Broadcast TV Production for LG, Coca Cola, Airtel and Cadbury Buttermint.

To summarize TRACE in Nigeria, he said, “we operate as a youth and young at heart brand solutions provider. In addition to providing access to music obsessed youth through our popular leading Trace Urban TV channel, we also produce world class broadcast TV content such as Pepsi Top 10, OLX Truth Series, handle talent management, provide Media & Advertising campaign solutions, Event Production for brands in Nigeria”.


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MultiChoice Talent Factory Calls for Entries Into Fully Funded Film Training Programme

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MultiChoice Talent Factory (MTF), a Pan-African film and television training institution, has announced the opening of applications for its 2026 intake.

MultiChoice Talent Factory Calls for Entries Into Fully Funded Film Training Programme

MultiChoice

 

The fully funded programme is open to African graduates aspiring to become directors, filmmakers, scriptwriters, producers and storytellers.

According to MultiChoice, the nine-month accredited curriculum combines online learning with intensive in-person training, and is designed to balance theoretical knowledge with practical immersion.

MTF academies are located in Kenya, Nigeria and Zambia, and serve aspiring filmmakers from 14 African countries. Since its inception in 2018, the initiative has trained 296 filmmakers, with graduates producing more than 42 movies aired on DStv, GOtv and Showmax platforms.

Organisers said alumni of the programme have gone on to establish over 50 production companies, while many continue to work within the MultiChoice ecosystem.

Graduates have also won accolades at the Africa Magic Viewers’ Choice Awards, Kalasha Awards, Uganda Film Festival and Women in Film Awards.

Applications for the 2026 intake close on Feb. 27, 2026. Interested candidates can visit https://apo-opa.co/3XW53oE for programme requirements.


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Davido, Babajide Sanwo-Olu, Karl Toriola, Others To Be Honoured At The Most Influential People of African Descent Awards In Lagos

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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.

Davido, Babajide Sanwo-Olu, Karl Toriola, Others To Be Honoured At The Most Influential People of African Descent Awards In Lagos

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


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NCC Blocks Piracy Sites as Nollywood Faces Rising Digital Theft

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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.

NCC Blocks Piracy Sites as Nollywood Faces Rising Digital Theft

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.


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