New Media Conference celebrates 10 years of shaping Africa’s creator economy
Ten years ago, when Oluwatosin “Olori Supergal” Ajibade organised the first New Media Conference in Lagos, she couldn’t have envisioned that her nudge to address industry needs would become one of Africa’s largest media conferences.
“Truth be told, when this whole idea came to be, when we had our first year, it was a nudge, it was a thing that we needed in the industry at that time,” Ajibade reflects in a recent conversation with Neusroom. “We didn’t think about doing this for the next five or ten years.”
Yet here they are, preparing for the 10th anniversary edition with the theme “A Decade of Disrupting New Media: Shaping Africa’s Future,” set for September 25, 2025.
Since 2015, the New Media Conference has brought together industry leaders, creators, entrepreneurs, and students to explore trends, spark innovation, evolving from a local Lagos gathering into what organisers describe as a pan-African platform.
The conference’s approach reflects Ajibade’s own journey. Her book “Olori Supergal: From Social Misfit to Social Media Hero” tells the story of how she grew her business from cyber cafes to one that has employed dozens of young Nigerians, embodying the entrepreneurial spirit that defines Nigeria’s digital media landscape.
The Evolution of “New” Media
If one word could describe the past decade in digital media, Ajibade says it would be “change.” The transformation has been dramatic—from the early days of basic social media engagement to today’s sophisticated creator economy where Nigerian creators benefit from monetisation platforms such as YouTube’s Partner Program and TikTok’s Creator Fund, leading to full-time careers and diversified ventures.
But with the term “new media” now over a decade old, questions arise about whether it’s time to simply call it “media.” Ajibade’s response is pragmatic: “New media is here to stay, or digital media is here to stay. It has disrupted a lot of things right from people’s way of life to the way we consume content, to the way we create content.”
The numbers support her assertion. From individual creators building million-follower communities to algorithms reshaping entire industries, the digital transformation of Africa’s media landscape has been comprehensive and irreversible.
The New Media Conference has had several impacts on the industry over the last decade, and even outside of it. ‘We’ve also impacted the younger generation through school debates, under the umbrella of the new media conference,” Tosin Ajibade said. This year’s conference will honour 100 individuals across different categories who have shaped the industry over the past decade. Selected by jury members, the honorees span podcasting, digital agencies, social media, community building, digital content creation, data journalism, and cross-social media impact.
“It’s a recognition just to award or honour those who have done a lot in the past decade,” Tosin Ajibade explains. The categories reflect how the digital media ecosystem has evolved beyond simple content creation into specialised fields requiring distinct skill sets and professional approaches.
One notable aspect of this year’s speaker lineup is its inclusion of voices that might not traditionally be associated with media conferences. The program features three panel sessions designed to address both the history and future of the industry.
The first panel, “From Pioneers to Powerhouses,” brings together executives from major organisations, including MultiChoice West Africa, OMG Group, and MTN Communications, alongside top YouTuber Sisi Yemmie, moderated by ID Africa’s Njideka.
“We wanted the big wigs in the industry to start the conversation on that day, talking about where everything all started to how everything has become, because right now the industry is powerful,” Tosin Ajibade noted.
The conference’s focus extends beyond celebration to practical problem-solving. The second panel examines the current creator economy, including monetisation strategies and the integration of artificial intelligence into content creation workflows.
The third panel tackles pressing industry issues often overlooked at industry events: legal challenges, Service Level Agreements (SLAs), payment disputes, and brand positioning. Speakers include legal expert Lekan Bamidele, reality star and brand ambassador Elozonam Ogulu, and comedian Layi Wasabi.
“Sometimes when we have conversations with people in the industry, some are still trying to figure out how to monetise their platform,” Ajibade observes. “Some are also having issues in terms of legal problems. They have disputes between third-party agencies or it could be a conversation with an entrepreneur online and these things we see cases like this all the time.”
This year’s conference emphasises practical application over theoretical discussions. “We want them to have applicable skills,” Ajibade explains. “When they come to the events and they hear from some of the speakers, they’ll take one or two insights and apply them immediately.”
The event will also feature on-ground consultations with partner organisations, allowing attendees to address specific challenges they face in their businesses or careers. This hands-on approach reflects a maturation of the conference from a networking event to a comprehensive professional development platform.
New Media Conference and its impact on Nigeria’s digital economy
The New Media Conference’s 10th anniversary comes at a critical time for Nigeria’s digital economy. The telecom industry was the third-largest contributor to real GDP in Q2 2024, highlighting the economic significance of the digital transformation that conferences like NMC have helped facilitate.
The event’s evolution mirrors that of Nigeria’s creator economy itself—from experimental side projects to legitimate business ventures that employ thousands and generate substantial revenue. Businesses increasingly partner with influencers, and the professionalisation of the sector requires more sophisticated knowledge and skills.
Despite its success, the conference—and the industry it serves—faces ongoing challenges. Issues around intellectual property, fair compensation, platform dependency, and regulatory uncertainty remain prevalent. The inclusion of legal experts and business strategists in this year’s program suggests an industry grappling with growing pains as it seeks greater legitimacy and stability.
Ajibade’s reflections on the conference’s unplanned longevity offer insight into the organic nature of the industry’s growth. “I believe that with the work that has been put into it, the impact that has also been created has also kept us going over the years,” she says.
Looking Forward
As the New Media Conference enters its second decade, it faces the challenge of remaining relevant in an increasingly crowded field of industry events. Its focus on practical solutions, diverse voices, and real-world application suggests an organisation adapting to serve an industry that has itself evolved far beyond its experimental origins.
Whether “new media” remains the appropriate term or not, the creative and business ecosystem it represents has become an integral part of Africa’s economy and culture.
The conference’s 10th anniversary celebration will likely be as much about looking forward as looking back—acknowledging how far the industry has come while preparing for the changes yet to come.
