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Timeless Wins Generations—NECLive 2025 Sparks Debate on Creativity’s Future

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The conversation around the future of Africa’s creative economy took centre stage at NECLive 2025, where industry leaders explored what it means to create work that endures in an age dominated by speed, trends, and instant gratification. The Panel Session brought by The Macallan, titled “Timeless vs Trending: Building Work That Endures,” served as a dedicated platform for this exchange.

Timeless Wins Generations—NECLive 2025 Sparks Debate on Creativity’s Future

L-R: Senior Brand Manager, West and Central Africa, Edrington Portfolio, Hammed Adebiyi; Chief Creative Director, Atafo, Mai Atafo; Regional Manager East Africa, BHM Holdings, Njideka Akabogu Eke-Uche and Convener, NECLive & Founder/CEO, BHM Holdings, Ayeni Adekunle on a panel session discussing the balance between timeless craftsmanship and fast-moving trends in today’s creative landscape at the NECLive 2025 on Friday, 28 November in Lagos, Nigeria.

This conversation explores the balance between timeless craftsmanship and fast-moving trends in today’s creative landscape. It examines how heritage, discipline, and innovation come together to produce work that endures, shaping culture, influencing storytelling, and elevating creative standards across industries.

Hammed Adebiyi, Senior Brand Manager, West and Central Africa at Edrington, joined the panel to discuss the value of craftsmanship, heritage, and intentionality in contemporary creative expression.

During the session, moderated by Njideka Akabogu Eke-Uche, Regional Manager, East Africa, BHM Holdings, Adebiyi drew on The Macallan’s 200-year legacy to illustrate how luxury brands protect and define timeless value. “Timeless luxury is a craft that transcends time,” he said. “The Macallan has been around for over two centuries because of patience, intentionality, consistency, and doing things the right way. Timeless wins generations while trending wins conversations.”

Adebiyi’s insights highlighted the broader discussion on the pressures creators face to prioritise speed over substance. Mai Atafo, Chief Creative Director of ATAFO, echoed this perspective, highlighting durability and intention as the true markers of craftsmanship. “You don’t make it like you’re making it for now, you make it like you’re making it forever,” Atafo said, describing how classic elegance, fine tailoring, and meticulous construction remain at the heart of luxury. “If you put in the work, it will last. That’s why people are still wearing Dior suits from 1980, quality endures.”

The role of storytelling, culture, and audience behaviour was also explored. Adekunle Ayeni, Founder/CEO of BHM Holdings and Convener of NECLive, warned against the pitfalls of chasing virality. “People are chasing clicks and baits just to break through the clutter. But what truly builds influence, what creates lasting change, what has impact, is telling the kind of stories that matter. They may not have ten million views today, but they can influence behaviour, save lives, or shape policy,”

Ayeni also highlighted how brands like The Macallan exercise disciplined curation in partnerships.“It’s not just about trending or reaching every young Nigerian,” he explained. “The question is: do you fit what the brand represents? Do you understand the audience and what the brand wants to accomplish? You have to know when to trend and when to just do the kind of work that reaches the right people.”

The discussion shifted to the impact of artificial intelligence on craftsmanship. Adebiyi offered a nuanced perspective: “AI cannot replace the essence of true craftsmanship. It can enhance human capability, improve efficiency, and add value over time, but it must be used deliberately. Innovation should serve tradition, not dilute it.”

Atafo added that even in a fast-paced world, audiences are gravitating back to authenticity and depth.“Why are Gen Zs listening to Sade? Because classic things have soul. You connect with them with your heart, not just your head. There is room for innovation and buzz, but when it is underpinned by heritage, the connection is stronger.”

As the session concluded, Adebiyi reinforced the importance of balancing honouring legacy while adapting meaningfully to changing times.“New ideas must deepen, not dilute, the tradition that defines us. At The Macallan, whether in product, experiences, or marketing, innovation must serve the heritage we have built over centuries. We stay consistent globally while ensuring our work remains culturally relevant in every local market.”

The NECLive 2025 panel showed that Africa’s creative economy thrives when creators combine innovation with intention, speed with depth, and relevance with respect for craft. Through perspectives from luxury, fashion, and media, the conversation reaffirmed that while trends may command attention, it is timeless work, rooted in story, skill, and soul, that shapes generations.


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Ugo Onwuaso is an ICT enthusiast. He believes technology should be used for general good. He holds a Master of Public Administration (MPA) degree from the Lagos state University. Dear Reader, Your support matters. But we believe that technology makes life more exciting and helps improve the lives of people around Nigeria and indeed the world. That is why, we have devoted our energy to independent reportage of technology and finance and how they affect lives. Our incisive and analytical view of how technology news affects the daily life help individuals and organizations make up their minds. Quality journalism costs money. Today, we're asking that you support us to do more. Kindly support our effort to deliver technology and finance journalism to everyone in the world. Donate as little as N1,000. Bank transfers can be made to: UBA Plc 1017156876 Communication Week Media Ltd

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MoMo PSB, SMEDAN Forge Pact to Digitise Nigeria’s SMEs

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MoMo PSB, MTN Nigeria’s fintech powerhouse, sealed a game-changing pact with the Small and Medium Enterprises Development Agency of Nigeria (SMEDAN) on February 3 at its Victoria Island headquarters, unleashing digital and financial tools to turbocharge SMEs nationwide for seamless operations, revenue surges, and sustainable scaling.

MoMo PSB, SMEDAN Forge Pact to Digitise Nigeria's SMEs

MoMo PSB, SMEDAN

The partnership arms SMEDAN-registered merchants with MoMo’s multi-channel arsenal—apps, POS, USSD, partner portals, and custom platforms—to hoover payments across streams, automate payrolls, juggle tills and shop chains, and boss core business metrics from one slick dashboard.

This powerhouse duo targets Nigeria’s SME engine room, where digital chokepoints throttle growth, injecting MTN’s MoMo muscle to slash friction and unlock efficiencies for mama-put hustles to mid-tier factories alike.

Industry watchers hail the MoU as a masterstroke in President Tinubu’s economic revival playbook, fusing government SME scaffolding with private-sector fintech firepower to birth a new breed of digitally dominant entrepreneurs primed for AfCFTA conquests.


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MTN Ignites Teacher Revolution: 5,000 Digitally Armed for Phase Two

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MTN Foundation and SAIL Innovation Lab have roared into Phase Two of their blockbuster Teachers Fellowship Programme, onboarding 5,000 elite educators from Nigeria’s 36 states and the FCT since January 13 to turbocharge public schools with cutting-edge digital wizardry and global teaching firepower.

MTN Ignites Teacher Revolution: 5,000 Digitally Armed for Phase Two

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This mobile-first crusade, laser-focused on arming primary and secondary school titans for the digital economy showdown, kicks off with a grueling four-week virtual bootcamp via WhatsApp and Google Classroom—slashing travel barriers for even the remotest rural warriors.

Organisers promise peer-to-peer fireworks and real-time gut-checks, capping Stage One with a virtual gala saluting milestones before culling the pack to a fierce “Top 500” via engagement, assessments, and hustle for Phase Two’s inquiry-based mastery and deep-dive digital metamorphosis.

MTN Foundation’s Executive Director Odunayo Sanya lit the fuse: “Teachers are the backbone of our education system. By empowering them with digital competencies and innovative teaching methods, we are directly investing in the future of our youth.

This Fellowship Programme is designed to ensure that our educators are not just keeping pace with global best practices but are actively shaping the next generation of innovators and leaders.”

Nigeria’s heftiest private teacher uprising scales from last year’s triumphs, minting classroom commandos as state ambassadors to ignite inquiry-driven, tech-fueled learning revolutions coast-to-coast.


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Onafriq, PAPSS Launch Wallet-Based Payments Pilot from Nigeria to Ghana

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Onafriq Nigeria Payments Ltd, a CBN licenced payment service provider, partners with The Pan-African Payment and Settlement System (PAPSS) to pilot the continent’s first wallet-based outbound payments from Nigeria to Ghana – fully in Naira and instant, without relying on hard currency conversion, in partnership with Banks and Mobile Money Operators.

Onafriq, PAPSS Launch Wallet-Based Payments Pilot from Nigeria to Ghana

The pilot service, approved by the Central Bank of Nigeria (CBN), enables cross-border intra-Africa payments for individuals, merchants, and traders.

In particular, the service will benefit SMEs, the real engine of intra-African trade; all now have access to a faster, cheaper way to reach customers and suppliers across the border.

By reducing barriers to cross-border trade, the new service will allow these businesses to grow their addressable markets and activity. From the 1st of December, this service will be fully operational for a 6-month period.

Through the partnership with PAPSS, Onafriq is supporting the operationalization of the AfCFTA (Africa Continental Free Trade Area) mandate.

The mandate itself is driving tariff-free trade for the 54 member states of AfCFTA. Within the partnership itself, Onafriq provides the mobile money rails, with an ecosystem consisting of over 1 billion mobile wallets.

Meanwhile, PAPSS brings a network of over 160 commercial banks, representing an ecosystem of more than 400 million bank accounts across its 19 African countries of operation.

The two partners are essentially seamlessly connecting two worlds: mobile money and banking. As a consequence, intra-African trade transactions will take place more easily and opportunities will be created.

Currently, Africa is made up of bank and mobile-led markets, with siloes often inhibiting transactions between these economies. However, this partnership will remove these boundaries. With over one billion mobile wallets and 500 million bank wallets across Africa, this partnership will allow for cross-border collaboration at scale.

This partnership builds on Onafriq and PAPSS’ existing partnership for payments into Ghana, announced earlier this year.

Mxolisi Msutwana, Managing Director Anglophone West Africa said, “Our work with PAPSS shows what collaboration at scale can unlock—seamless, secure connections between banking systems and mobile money ecosystems.

“This is how we open bi-directional trade corridors, reduce costs for businesses, and give African enterprises the rails they need to trade with confidence in their own currencies. The vision is continental, but it starts with practical steps like this one.”

Ositadimma Ugwu, Chief Information Officer, PAPSS, added “Too often, African businesses and individuals see borders as roadblocks instead of opportunities. With this step, we’re challenging that mindset, giving Nigerians the ability to send value next door with the same ease as sending a text message.

“Our vision is simple: make Africa’s borders invisible to payments. This pilot makes that a reality, moving us closer to a continent where payments don’t pause at the border.”

This new Nigeria-to-Ghana outbound capability builds on the successful Ghana-to-Nigeria instant payments corridor launched earlier this year – further proof that Africa’s payments future is local, instant, and inclusive.


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