Afolabi-Brown: Owning Intellectual Property now Biggest Transformation in Media Industry

By Kehinde Balogun and Babalola Abigael

Broadcast veteran, Morayo Afolabi-Brown says one of the biggest transformations in the media industry is the growing awareness among creators, of the importance of owning their intellectual property.

Speaking at the Expedition Conference held at the J.F. Ade Ajayi Auditorium, University of Lagos (UNILAG), on June 4, the broadcaster noted that she left Television Continental (TVC) to start her own Podcast, “The Morayo Show,” because many presenters build successful brands but often do not own the content they create.

She stated that the realisation motivated her transition into entrepreneurship and platform ownership.

“Broadcasters produce shows and become the faces of those shows, but the intellectual property belongs to the station,” she said.

Themed “The Shift: Powering the Emerging Emerging Economy,” media executives, filmmakers, artists and actors said that creators are increasingly taking control of their careers by building independent platforms, understanding audience behavior and leveraging digital tools to reach consumers directly.

The panel session also featured how digital technology has democratised content distribution across Africa.

According to the panelists, creators no longer need traditional gatekeepers such as television stations, record labels or broadcasters to reach audiences, as social media and digital platforms have enabled individuals to become their own media houses.

Digital artist, Bunmi Agusto shared how a career-defining endorsement from the digital illustration platform, Procreate during the COVID-19 lockdown transformed her professional evolution.

Agusto noted that rather than relying solely on the attention generated by the viral moment, she focused on refining her artistic style and maintaining consistency to retain and grow her audience.

“It is very easy for people to get viral moments and want to ride on that forever,” she said.

“Instead, I focused on improving my craft and staying true to my style.”

Another major theme of discussion is the importance of audience research and data analytics in the creative sector.

A representative of FilmOne Entertainment, a film distribution company, challenged the widely held belief that comedy remains the only commercially viable genre in Nigeria’s cinema industry.

Drawing from box-office trends, she argued that audience preferences have evolved significantly over the years, with dramas, thrillers, action films and romance projects all finding commercial success when targeted at the right audience.

“What matters is understanding who you are creating for,” she said.

“If you know your audience and position your story correctly, almost any genre can work.”

The discussion also explored the realities facing emerging actors and entertainers in an increasingly competitive industry.

Actor Timini Egbuson was cited as an example of the mentorship culture, helping young talents navigate the entertainment space.

The panelists added that talent alone is no longer sufficient for success, saying that aspiring creatives should combine skill development with strategic branding, social media engagement and audience building.

Industry experts agreed that the future of Africa’s creative economy will be shaped by creators who can successfully balance creativity with business strategy, audience insights and ownership of their work.