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

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.

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.
Telecom
GBB Says Cross-border Partnerships Key to Africa’s Digital Transformation

Galaxy Backbone Limited (GBB) has said that sustained collaboration among African countries remains central to the continent’s drive toward digital transformation.

The organisation stressed that building secure, interoperable and inclusive digital systems across Africa cannot be achieved in isolation, calling for stronger regional partnerships to accelerate innovation and shared infrastructure development.
The position was contained in a statement issued on Sunday by the Head of Corporate Communications at Galaxy Backbone, Chidi Okpala.
As it prepares to host a major delegation of policymakers, technology leaders and development partners in Abuja, GBB said the engagement would further highlight the importance of cross-border cooperation in shaping Africa’s digital future.
Okpala explained that the initiative is designed to provide both dialogue and practical exposure to Nigeria’s digital infrastructure ecosystem.
According to him, the visit will allow delegates to better understand how shared ICT systems are supporting governance and service delivery in the country.
“This engagement will provide an opportunity for African stakeholders to not only discuss policy frameworks but also see firsthand how digital public infrastructure is being deployed to improve efficiency, connectivity and innovation in the public sector,” Okpala said.
He added that GBB’s hosting role reflects its growing importance in advancing digital governance and infrastructure development across the continent.
“Galaxy Backbone is increasingly positioned as a key enabler of trusted digital infrastructure, and this engagement reinforces that role within Nigeria and beyond,” he noted.
Speaking ahead of the programme, the Managing Director and Chief Executive Officer of Galaxy Backbone, Professor Ibrahim Adeyanju, said the future of Africa’s digital economy depends on the ability of countries to work together in building resilient systems.
“No single country can achieve the level of transformation required on its own. We must share knowledge, align strategies, and invest in systems that can serve the entire continent,” Adeyanju said.
According to the statement, the engagement will feature a continental dialogue themed “Building Africa’s Digital Foundations Together,” bringing together stakeholders from 11 African countries in Abuja.
The programme is being organised in partnership with Co-Develop, Smart Africa, and MicroSave Consulting, with discussions expected to focus on Digital Public Infrastructure (DPI), digital identity systems, secure connectivity, interoperability frameworks, and inclusive digital ecosystems.
GBB said delegates will also undertake a guided tour of its infrastructure and facilities in Abuja, where they will be exposed to Nigeria’s digital transformation journey and the systems supporting cloud services, cybersecurity, government connectivity, and digital platforms.
The company noted that the tour is intended to demonstrate how shared ICT infrastructure is strengthening governance and enabling more efficient public service delivery.
Participants are expected to explore practical pathways for accelerating the deployment of digital public infrastructure to support economic growth and institutional reforms across Africa.
GBB maintained that the initiative also confirms Nigeria’s position as a regional hub for digital innovation and infrastructure development, while deepening cooperation among African nations.
Telecom
MTN Reinforces Commitment to African Creativity at Star-Studded 12th AMVCA

MTN Nigeria reinforced its commitment to supporting African storytelling and emerging creative talent at the 12th Africa Magic Viewers’ Choice Awards (AMVCA), held on Saturday, May 9, 2026, at Eko Hotels & Suites.

MTN Nigeria
Hosted by Bovi Ugboma and Nomzamo Mbatha, the star-studded event brought together some of the biggest names in African film, television, and entertainment for a night celebrating creativity, culture, and cinematic excellence.
As part of its participation at the Awards Night, MTN Nigeria sponsored the Best Short Film category, one of the standout moments of the evening aimed at recognising and rewarding emerging filmmakers shaping the future of African storytelling.
The award was presented by the General Manager, Enterprise Sales, MTN Nigeria, Febisola Oyeleye, alongside actor Jide Oyegbile.
The winning film, Hussaini, by filmmakers Orire Nwani and Josh Olaoluwa, earned both the prestigious AMVCA recognition and a ₦5 million cash prize sponsored by MTN Nigeria.
Speaking during the presentation of the cash prize to the winners, Chief Marketing Officer, MTN Nigeria, Onyinye Ikenna-Emeka, reiterated MTN’s commitment to youth empowerment and supporting the creative industry through platforms that spotlight emerging talent.
According to her, the brand remains intentional about supporting young Nigerians who continue to push boundaries through creativity and storytelling. “At MTN, one of the things that we are so committed to is youth empowerment.
We believe that the youth of Nigeria are actually the future of the country. When we see young people being productive and coming out tops in what they do, it speaks to their commitment and ability to move beyond boundaries.
One of the ways we support the creative industry is through the short film category, and we are delighted to see deserving winners who are obviously on their way to great things,” she said.
The filmmakers behind Hussaini also celebrated the win, with one of the creators describing it as a defining moment after multiple nominations in the category.
“This is our last nomination in this category, and I’m excited we finally have it,” he said. “Next year, we are coming for Best Feature Film.”
Beyond the Awards Night, MTN’s presence throughout the AMVCA week extended to initiatives such as Young Filmmakers Day and the #MTNFilmChallenge, both designed to spotlight emerging talent and create opportunities for young creatives to tell authentic Nigerian and African stories through film and digital content.
With its continued investment in platforms that celebrate creativity and empower young storytellers, MTN Nigeria once again highlighted the important role partnerships can play in shaping the future of Africa’s entertainment industry.
Telecom
MTN Rewards Emerging Filmmakers at the AMVCA Young Filmmakers Day

MTN Nigeria strengthened its support for Nigeria’s creative economy by rewarding five emerging filmmakers through the #MTNFilmChallenge at the Young Filmmakers Day as part of the 12th Africa Magic Viewers’ Choice Awards (AMVCA) week.

The event, which held at MultiChoice Studios Lagos, brought together young and aspiring filmmakers for a day of learning, collaboration, and celebration of African storytelling.
The #MTNFilmChallenge, a short-form film initiative inviting creators to share one to three-minute stories reflecting perspectives on Nigerian culture, hustle, and everyday life, drew entries from across the country. At the close of submissions, five standout filmmakers including Precious Aisa, Fitz-Williams Ochie, Ugwueze Jennifer, Anuyimika Ayomide, and Alexander Oshiame were rewarded with cash prizes worth ₦4,650,000 in total, while two other finalists received consolation prizes.
MTN reiterated its commitment to supporting Africa’s growing creative ecosystem by creating platforms that not only encourage creative expression but also expand visibility for young talents navigating the digital content space.
Chief Marketing Officer, MTN Nigeria, Onyinye Ikenna-Emeka, said the company remains intentional about empowering young Nigerians and creating opportunities for emerging creatives to thrive within the entertainment industry. “At MTN, we strongly believe young people are central to Nigeria’s future, and it is always inspiring to see them pushing boundaries through creativity and storytelling.
“For us, supporting initiatives like the short film category and the #MTNFilmChallenge is about creating platforms where young creatives can be seen, encouraged, and celebrated. We are excited to see these filmmakers taking bold steps and telling authentic stories that reflect the richness of our culture and experiences,” she said.
The event also gave a platform for the next generation of storytellers to engage directly with established industry figures including Uche Jombo, Orire Nwani, Tamara Adeyemi, and Stan Eze through curated masterclasses and panel sessions.
As the opening event of AMVCA Week, Young Filmmakers Day set the tone for the celebrations ahead, reinforcing the Awards’ role not just as a platform for recognition, but as a catalyst for growth, collaboration, and innovation within Africa’s film and television industry.
With the 12th AMVCA underway, the focus remains on celebrating excellence while nurturing the next generation of storytellers shaping the future of African cinema.
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