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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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NIGCOMSAT Supports Startups Growth with the Launch of Accelerator 3.0

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The Nigerian Communications Satellite Limited (NIGCOMSAT) has unveiled Accelerator Cohort 3.0 as part of efforts to strengthen Nigeria’s space technology ecosystem and support the growth of local startups.

The initiative will be a major highlight of the 2026 Nigerian Satellite Week scheduled to hold on March 30 and 31 in Abuja, where key players in the satellite and digital infrastructure sectors are expected to converge.

In a statement signed by Stephen Kwande, the Head of Corporate Communications, the company described the new accelerator as its most direct investment in building long-term competitiveness within Nigeria’s space economy.

According to NIGCOMSAT, the programme is designed to support early-stage ventures working across satellite applications, last-mile connectivity, agriculture, logistics and other areas where space-based technology can drive impact.

The company said previous cohorts of the accelerator had already contributed to developing innovative solutions and building the human capacity needed to position Nigeria for the next phase of the global space industry.

“With Cohort 3.0, we are making it clear that the accelerator is not a pilot project but a permanent feature of how Nigeria develops its space-tech companies,” the statement said.

NIGCOMSAT noted that the Nigerian Satellite Week has grown into a major platform for policy discussions, partnerships and investment in the sector.

The 2026 edition is expected to attract top government officials, defence leaders, development finance institutions and technology entrepreneurs from across Africa.

Jane Egerton-Idehen, managing director of NIGCOMSAT, said the event also marks two decades of Nigeria’s journey in the space economy.

“Twenty years ago, Nigeria took a bold step to secure its place in space. What we are seeing today is the result of consistent effort and vision,” she said.

She added that the company is focused on shaping the next phase of growth through innovation, partnerships and investment in local talent.

NIGCOMSAT also highlighted recent milestones, including a Low Earth Orbit connectivity partnership with Eutelsat, improved revenue performance and increased global recognition in satellite operations.

Other activities lined up for the event include a Startup Demo Day, where selected African startups will pitch their ideas to investors, and a stakeholders’ forum to discuss policies and infrastructure needed to scale Nigeria’s satellite economy.

The company said the initiative reflects the growing role of satellite technology in national development, particularly in areas such as communications, security and digital services.

NIGCOMSAT, established in 2006 and wholly owned by the Federal Government, provides satellite-based services including telecommunications, broadcasting and broadband across Nigeria and parts of Africa.


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FG Unveils Digital Economy Research Fund Scheme

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The Federal Government has unveiled a N12bn Digital Economy Research Fund aimed at strengthening evidence-based policymaking and supporting Nigeria’s long-term digital transformation agenda.

Dr. Bosun Tijani, the Minister of Communications, Innovation, and Digital Economy, disclosed this in a statement issued on Saturday, announcing the launch of an expression of interest for the National Digital Economy Research Clusters.

“Today my heart is filled with deep joy as we announce the Expression of Interest for the National Digital Economy Research Clusters, a N12bn research funding scheme designed to place ideas, evidence, and research at the centre of Nigeria’s digital transformation,” the minister said.

According to him, the programme is being funded under Project BRIDGE, a federal initiative to deploy 90,000 kilometres of fibre optic backbone infrastructure across Nigeria to expand connectivity and enable a modern digital economy.

“This programme is being funded under Project BRIDGE, our initiative to deploy 90,000km of fibre optic backbone infrastructure across Nigeria to expand connectivity and enable a modern digital economy,” he said.

The minister noted that as the government expands digital infrastructure nationwide, research-backed approaches are required to ensure inclusive benefits.

“As we deepen our digital infrastructure coverage, thoughtful, evidence-based approaches are required to be deployed in society to ensure everyone benefits from this significant investment,” he added.

He observed that digital policy decisions are often shaped by market forces and political cycles rather than rigorous research and long-term thinking. “Too often, the ideas shaping digital policy come predominantly from markets and political cycles rather than from research, evidence, and long-term thinking,” the statement said.

Under the initiative, six national research clusters will be established across key pillars of the digital economy, including connectivity and meaningful use; digital public infrastructure and government services; digital skills and human capital development; digital economy and jobs; online trust and consumer protection; as well as artificial intelligence and emerging technologies.

The clusters will be led by up to 36 professors drawn from Nigerian universities, working alongside international academic partners, with more than 200 researchers, including postdoctoral fellows and PhD candidates, expected to generate policy-relevant research.

“For me, the goal goes beyond research output. We are looking for better policies that lead to stronger institutions and a more prosperous society,” the minister said.

He described the initiative as one of the ministry’s most meaningful programmes, noting that it is intended to produce ideas that will outlast any single administration. “Because nations that lead the future are not simply those that deploy infrastructure; they are the ones that cultivate ideas,” he said.

The ministry invited academic and research institutions interested in participating to review the Terms of Reference released alongside the EOI and submit proposals to lead or collaborate within the national research clusters.

It added that a press conference would be held in the coming week to provide further details and engagement opportunities for vice-chancellors and research institutions across the country.

 


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NCC Cracks Down: Telcos to Refund Users for Network Disruptions

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Nigerian Communications Commission (NCC) has directed Mobile Network Operators (MNOs) to compensate subscribers experiencing poor network service across the country.

NCC Cracks Down: Telcos to Refund Users for Network Disruptions

The Commission said the directive was part of efforts to ensure that consumers are not made to bear the burden of service failures when operators fall short of required standards.

Under the new regulation, telecom operators will be required to provide compensation directly to affected subscribers for breaches of Quality of Service (QoS) Key Performance Indicators (KPIs).

According to the NCC, the compensation will be issued in the form of airtime credits, calculated based on subscribers’ average usage and their presence within specific Local Government Areas where service disruptions occur.

The Commission emphasised that telecommunications services remain critical to economic activities, social interactions, and access to digital opportunities, noting that poor service delivery negatively impacts productivity and public confidence.

It explained that while regulatory fines have traditionally been used to sanction operators, the new approach prioritises consumer protection and strengthens accountability within the telecommunications sector.

The NCC added that the measure would complement existing efforts to monitor service quality and enforce compliance with performance standards.

In addition, the Commission directed tower companies responsible for telecom infrastructure, such as network masts, to reinvest fines imposed on them into infrastructure upgrades with measurable outcomes.

The regulator reiterated its commitment to ensuring that operators invest in network resilience, expand capacity, and improve infrastructure to meet growing demand.

It also pledged to continue deploying regulatory mechanisms that promote fairness, transparency, and accountability across the industry, while ensuring that subscribers receive the quality of service they deserve.


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